Strengthening the Marketing Strategies for the Traditional Property Developer in Malaysia
During the global economic downturn not only affecting Malaysian property industry but it was also impacted the global property industry, during the economic recession was increasing market competitive eventually the Malaysia property industry is even more challenging with oversupplying properties as more and more building been completed in the markets, but the sales are slow during the economic downturn. Therefore, an effective marketing plan is an integral aspect even for all types of businesses, which also been widely recognized and acknowledged, as an effective marketing plan has a significant positive impact on all kinds of businesses. The goal of this case study is to strengthen the marketing strategies with access and examine the marketing strategies for the traditional property developer firm in Malaysia with the targeted company name is 'S,' a direct interview with the marketing team was applied to examine the company marketing strategy. Strengthening of the marketing strategies plans with considering the marketing factors such as marketing positioning, marketing recognition, diverse customer base, marketing strategies effectiveness, internal environment, promotion strategies, promotion budgets, and product design and technology. The finding of this case study is providing a solution for strengthening the marketing strategies for the traditional property developer firms even during the economic downturn which able to strengthen and improve the company market share and reduce the burden with selling off the completed balance unsold stock units, as this traditional property developer firm need to upgrade, update and improve their marketing strategies.
Becherer, R. C., Halstead, D., & Haynes, P. (2001). Marketing Orientation in SMEs: Effects of the Internal Environment. Journal of Research in Marketing and Entrepreneurship, 3(1), 1â€“ 17.
Bryant, S.,T., Straker, K., & Wrigley, C. (2020). The rapid product design and development of a viable nanotechnology energy storage product, Journal of Cleaner Production, 244(2020), 118725.
Chen, J. S., & Uysal, M. (2002). Market Positioning Analysis. Annals of Tourism Research, 29(4), 987â€“1003.
Fullerton, S., Brooksbank, R. and Neale, L. (2019). Measuring the effectiveness of technology- based marketing strategies from the consumer perspective, European Business Review, 31(6), 813-830.
Foxman, E. R., Tansuhaj, P. S., & Wong, J. K. (1988). Evaluating Crossâ€National Sales Promotion Strategies: An Audit Approach. International Marketing Review, 5(4), 7â€“15.
Hsu, Y. (2011). Design innovation and marketing strategies in successful product competition. Journal of Business & Industrial Marketing, 26(4), 223â€“236.
Jatarona, N. A., Yusof, A. M., Ismail, S., & Saar, C. C. (2016). Public construction projects performance in Malaysia. Journal of Southeast Asian Research, 2016(2016), 1-7.
Kepili, E. I., & Masron, T. A. (2016). Malaysia property sector. International Journal of Housing Markets and Analysis, 9(4), 468-482.
Lalaine, D. C. (2018, December 1). Q3 2018: World's housing markets poised to slow, but strong house price rises continue in Europe and parts of Asia. Retrieved from https://www.globalpropertyguide.com/press-relations
M., Zaid, S., Kiani, Rad, A., and Zainon, N. (2017). Are green offices better than conventional? Measuring operational energy consumption and carbon impact of green office in Malaysia. Facilities, 35(11/12), 622-637.
Muhammad, R., A., P., Azmi B., H., Andrie P., H., and Wina S. (2020). Analyzing the Effect of Information Credibility towards Brand Trust in Green Marketing. International Journal of Psychosocial Rehabilitation, 24(2), 1649-1663.
Nick F., (2019). Property investment: gearing and the equity rate of return, Journal of Property Investment & Finance, 37(3), 323-328.
Prakash, G. and Srivastava, S. (2019). Role of internal service quality in enhancing patient centricity and internal customer satisfaction, International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 2-20
Prathiba U. & Siva S. Y., (2018). Smart home for elder care using wireless sensor, Circuit World, 44(2), 69-77.
Rita, P., & Moutinho, L. (1992). Allocating a Promotion Budget. International Journal of Contemporary Hospitality Management, 4(3), 3-8.
Saqib, N. (2019), A positioning strategy for a tourist destination, based on analysis of customers' perceptions and satisfactions: A case of Kashmir, India, Journal of Tourism Analysis: Revista de AnÃ¡lisis TurÃstico, 26(2), 131-151.
Su Ling, C., Stefanie, A., Muhamad, S., & Le Sze, L. (2017). Imbalances in the Property Market. BNM QUARTERLY BULLETIN. Retrieved from http://www.bnm.gov.my/files/publication/qb/2017/Q3/3Q2017_fullbook_en.pdf
Tan, H., Akram, U. and Sui, Y. (2019). An investigation of the promotion effects of uncertain level discount: evidence from China, Asia Pacific Journal of Marketing and Logistics, 31(4), 957- 979.
Tang, Z., W., Ng, S., T., and Skitmore, M. (2019). Influence of procurement systems to the success of sustainable buildings. Journal of Cleaner Production, 218(2), 1007-1030.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73(5), 90â€“102.
Vedula, S., York, J. G., & Corbett, A. (2018). Through the Looking-Glass: The Impact of Regional Institutional Logics and Knowledge Base Characteristics on Opportunity Recognition and Market Entry. Journal of Management Studies, 56(7), 1414-1451.
Xue Ying, T. (2019). Malaysia property market to see 'further stagnation' in 2019 - Rahim & Co. Retrieved from https://www.theedgemarkets.com/article/property-market-see-further- stagnation-2019-â€”-rahim-co
Wood. S. (2005). Leveraging diversity: A customer service strategies. Journal / American Water Works Association. 97(1), 47-104.
Zainul, A., N., and Amir, S., N. (2019). Engaging consultants in green projects: exploring the practice in Malaysia. Smart and Sustainable Built Environment, 8(1), 80â€“94.
Zull Kepili, E. I., & Masron, T. A. (2016). Malaysia property sector. International Journal of Housing Markets and Analysis, 9(4), 468â€“482.
How to Cite
Global Business Management Review (GBMR) has taken all reasonable measures to ensure that material contained in this website is the original work of the author(s). However, the Journal gives no warranty and accepts no responsibility for the accuracy or the completeness of the material; no reliance should be made by any user on the material. The user should check with the authors for confirmation.
Articles published in the Global Business Management Review (GBMR) do not represent the views held by the editors and members of the editorial board. Authors are responsible for all aspects of their articles except the editorial screen design.
Submission of an article is done with the understanding that the article has not been published before (except in the form of an abstract or as part of a published lecture, or thesis) that it is not under consideration for publication somewhere else; that if and when the article is accepted for publication, the author's consent to automatic transfer of the copyright to the publisher.