Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia
Bakery products become a regular food in most part of the world and are essential commodities today. There is a high potential for business growth in selling bakery products. In the business world, Small-Medium Enterprises (SMEs) are primarily engaged in the bakery business, but cannot compete with...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Faculty of Food Science and Technology, Universiti Putra Malaysia
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/40825/ http://psasir.upm.edu.my/id/eprint/40825/1/6%20IFRJ%2021%20%2806%29%202014%20Jayaraman%20399.pdf |
| _version_ | 1848849532246294528 |
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| author | Kiumarsi, Seraj Jayaraman, Krishnaswamy Mohd Isa, Salmi Varastegani, Asra |
| author_facet | Kiumarsi, Seraj Jayaraman, Krishnaswamy Mohd Isa, Salmi Varastegani, Asra |
| author_sort | Kiumarsi, Seraj |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Bakery products become a regular food in most part of the world and are essential commodities today. There is a high potential for business growth in selling bakery products. In the business world, Small-Medium Enterprises (SMEs) are primarily engaged in the bakery business, but cannot compete with the branded bakery Industry. The SMEs in Malaysia are striving hard to achieve growth in the business of bakery products. The present case study deals with the issues faced by SMEs and provided some valid recommendations to resolve the existing problems in the bakery business. The case analysis and its findings reveal that SMEs have unstructured marketing strategies and needs enhancements in the areas of packaging, value add to the bakery products, focus on promotion and appropriate advertising strategies. Further, the analysis reveals that more coverage of selling points for bakery products, the increased number of distribution centers and proper incentives to the agents may definitely improve the marketing of bakery products. |
| first_indexed | 2025-11-15T09:51:53Z |
| format | Article |
| id | upm-40825 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:51:53Z |
| publishDate | 2014 |
| publisher | Faculty of Food Science and Technology, Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-408252015-10-09T01:33:42Z http://psasir.upm.edu.my/id/eprint/40825/ Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia Kiumarsi, Seraj Jayaraman, Krishnaswamy Mohd Isa, Salmi Varastegani, Asra Bakery products become a regular food in most part of the world and are essential commodities today. There is a high potential for business growth in selling bakery products. In the business world, Small-Medium Enterprises (SMEs) are primarily engaged in the bakery business, but cannot compete with the branded bakery Industry. The SMEs in Malaysia are striving hard to achieve growth in the business of bakery products. The present case study deals with the issues faced by SMEs and provided some valid recommendations to resolve the existing problems in the bakery business. The case analysis and its findings reveal that SMEs have unstructured marketing strategies and needs enhancements in the areas of packaging, value add to the bakery products, focus on promotion and appropriate advertising strategies. Further, the analysis reveals that more coverage of selling points for bakery products, the increased number of distribution centers and proper incentives to the agents may definitely improve the marketing of bakery products. Faculty of Food Science and Technology, Universiti Putra Malaysia 2014 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/40825/1/6%20IFRJ%2021%20%2806%29%202014%20Jayaraman%20399.pdf Kiumarsi, Seraj and Jayaraman, Krishnaswamy and Mohd Isa, Salmi and Varastegani, Asra (2014) Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia. International Food Research Journal, 21 (6). pp. 2101-2107. ISSN 1985-4668; ESSN: 2231-7546 http://www.ifrj.upm.edu.my/21%20%2806%29%202014/6%20IFRJ%2021%20%2806%29%202014%20Jayaraman%20399.pdf |
| spellingShingle | Kiumarsi, Seraj Jayaraman, Krishnaswamy Mohd Isa, Salmi Varastegani, Asra Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia |
| title | Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia |
| title_full | Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia |
| title_fullStr | Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia |
| title_full_unstemmed | Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia |
| title_short | Marketing strategies to improve the sales of bakery products of small-medium enterprise (SMEs) in Malaysia |
| title_sort | marketing strategies to improve the sales of bakery products of small-medium enterprise (smes) in malaysia |
| url | http://psasir.upm.edu.my/id/eprint/40825/ http://psasir.upm.edu.my/id/eprint/40825/ http://psasir.upm.edu.my/id/eprint/40825/1/6%20IFRJ%2021%20%2806%29%202014%20Jayaraman%20399.pdf |