The Marketing Strategy Of Internet Services (MYTAHA) : A Case Study Of Lembaga Tabung Haji
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Date
2014
Authors
Mohd Nordi, Nur Zulailie
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
This research is to study about the marketing strategy adopted by Lembaga Tabung Haji, a development financial institution in promoting its internet service or Mytaha. Internet service or internet banking provides with a fast and convenient way to undertake various online transactions during and after office hours. Most financial institutions offer the service 24 hours a day and 7 days a week. Customers may avoid travelling time and no need to wait in queues to access the services. Internet service is conducted through the internet and does not involve any special software or access to a private network. As long as customers have a computer with the internet access and have registered for internet service with the financial institution, then the services can be performed from virtually anywhere in the world. Internet service has emerged as effective delivery channel as compared to traditional services. Thus, Mytaha is being explored and understood from the perspective of market segmentation, market targeting and brand positioning strategy. The 7p’s marketing mix of Mytaha also being examined in order to understand the marketing strategy. Moreover, Porter's Five Forces Model is also being assessed to see the competitive strength and position of the company and the internet services provided. Literature review had been used to support all the marketing strategies being adopted. Analysis of the case study is conducted using SWOT analysis to determine strengths, weaknesses, opportunities and threats. Then, using TOWS matrix to analyze the action plans accordingly. Recommendations are given at the end of the report based on the analysis.
In conclusion, Mytaha can be improved by defining a new way of achieving its business sustainability as well as building up a better and comprehensive marketing strategy.
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Keywords
Marketing strategy adopted by , Lembaga Tabung Haji