The Contribution Of Marketing Communication Towards Sustainability Of Mb Global
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Date
2015-10
Authors
Ab Samad, Hafidzoh
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Abstract
This case study has been conducted to analyze the contribution of marketing communication towards sustainability of MB Global. The biggest concern for the company is the high sales of the company would not represent a good profit as if sales increased, expenses also increased, and it will result in lower profit. It is a great challenge for the company to sustain in the industry as there are intense competitions in the functional food industry. In order to survive, the company should have a clear understanding of their marketing strategies, identify true market segments, exercise the best marketing communication, and creating value for customers to make sure that they can sustain in the industry.
Data collection for the case issues and case analysis are derived from interview, discussion, emails, phone calls, and reviewing related data. For the case study, we are using three (3) analysis tools which are Cause-and- Effect Diagram to analyse on how the elements of 4Ps influence the marketing communication practices of the company, Product Life Cycle to answer the questions on how the marketing communication strategies contribute to the revenue and sustainability of the company, and SWOT analysis to explore the strength, weaknesses, opportunity, and threat of the company.
From the case analysis and discussion, we can summarize that major cause of this issue is the ineffective marketing strategies. The company is not really sure about their promotional objective, investing in less effective marketing communication channel and using the same marketing communication approach, even though the maturity of the products is not same.
The results from the analysis are used to propose sound recommendations to MB Global such as controlling and reengineering marketing mix, create product life cycle monitoring chart and marketing cost planning. It is hoped that the findings and recommendations from this study could assist MB Global to stay at the competitive advantage, sustain in the industry, and expand the business globally.
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Keywords
Marketing Communication , Sustainability Of Mb Global