Page 68 - MARSIUM'21 COMP OF PAPER

STUDY OF EFFECTIVENESS & CHALLENGES MULTI-CHANNEL

DISTRIBUTION MARKETING MINYAK MASAK CAP LESONG

Rahimah binti Azman, Dr. Nor Zafir binti Md Salleh

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: rahimah1996@graduate.utm.my

Abstract

Number of companies that have apply two or more channels to distribute their product in the market

are positively increase and this strategy is expected to have a positive impact on company
performance. In the previous research demonstrated that multi- channel distribution gives more

opportunities to a company. The researcher shows that a customer that uses multiple distributions
channel is more loyal and it also can stimulate greater turnover. This proposal is a case study to study

the effectiveness & challenges multi-channel distribution marketing Minyak Masak Cap Lesong. The

results of this study indicate that the preferred marketing channel to distribute their products. The
study conducted for this study is using qualitative research. This study aim to determine the most

effective Marketing Channel Strategy and to examine the challenges of using Multichannel
Distribution to market Minyak Cap Lesong. Data collection for this study is uses in-depth interviews

to conduct interviews with respondents. The respondent is consisting of retailer of Minyak Cap

Lesong. Data has been analyzed using thematic analysis.

Keywords: Multi-Channel, Channel, Distribution

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