Marketing Mix of Malaysia Passenger Car Tyre and the Paradigm Shift towards Relationship Marketing in the Contemporary Market

Ong, Li Yun (2010) Marketing Mix of Malaysia Passenger Car Tyre and the Paradigm Shift towards Relationship Marketing in the Contemporary Market. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

In Malaysia, tyre manufacturers have minimal control over the retail business operations because most of the tyre retailers are typically owned by individual owners. Such business environment has restraint tyre manufacturers to continue focusing on traditional marketing mix elements in marketing its products in the past decades. Various literatures have shown that traditional marketing mix must be adapted to incorporate the unique aspects of services. Due to the highly direct customer interactions, relationship marketing which emphasis on enhancing customer relationships has become an essential area for tyre manufacturers and retailers to increase perceive value and create individual competitive advantage.

This paper examines the current marketing strategies implemented by tyre manufacturers in Malaysia and identifies the gaps based on the fieldwork investigations. This paper aims to contribute towards the understanding of current market needs and recommending for improving the marketing strategies that have been neglected by tyre manufacturers and retailers.

In order to answer the research question, this paper conducted several fieldwork including documentary evidence research, informal interviews, onsite observations and questionnaires. The research shows enormous efforts by tyre manufacturers using the traditional marketing mix strategy to market the tyre products. However, the crucial service elements, including people, process and physical environment, which has been emphasised in service marketing literature reviews and customer questionnaire results are neglected.

Based on the identified gaps investigated from the perspective of extended marketing mix elements, this paper proposes several recommendations enhancing the current marketing strategies. From the people perspective, this paper suggests to emphasis on internal marketing, retail staff training and building good customer relationship to foster greater profit opportunity. Then, it suggests enhancing service delivery process through standard operating procedure that clearly divide front office and back office in the delivery process. Finally, this paper highlights the importance of physical settings and ambient in retail shop to enhance customer experience as well as ensuring a pleasant working environment to the employees.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 12 Jul 2010 15:26
Last Modified: 01 Nov 2016 19:27
URI: http://eprints.nottingham.ac.uk/id/eprint/23481

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