Page 775 - MARSIUM'21 COMP OF PAPER

754 Rahimah & Dr.Norzafir(2021)

5.0 DISCUSSION

Challenge in using multi-channel distribution

Suitable Multi-Channel
Marketing Distribution Higher cost in labor and
materials.
1- Direct Selling
2- Selling
Intermediaries
3- Dual Complexity
distribution/
Multi- Channel
Distribution

Figure 5.1: Thematic Maps Study of effectiveness & challenges multi-channel distribution marketing Minyak Masak Cap
Lesong

5.1 SUITABLE MULTI- CHANNEL DISTRIBUTION
After analyzing the collected data, information regarding the suitable multichannel distribution has been presented. The answer
from the interviewers can divide into 3 theme code which is direct selling, selling with intermediaries and dual/ multi-channel
distribution. The finding result show that multi-Channel is the most suitable for the Minyak Masak Cap Lesong. The majority
of interviewers understand what a distribution channel means and can differentiate it well. The interviewer also explain why they
think multi-Channel is suitable for Minyak Masak Cap Lesong. It is because they can get the product easier and they can buy the
product using appropriate web site. It gives them benefit because they can save their time. They also suggest that Minyak Cap
Lesong to make an offer by offering and delivering oil at every nearby grocery store. Obviously Multi-Channel brings many
benefits to a company.

5.2 CHALLENGING IN USING MULTI-CHANNEL DISTRIBUTION

As a result of the recorded interviews, there are 2 challenges for Cap Lesong Oil using multi-channel disribution. Among them
is the high cost in labor and materials. Obviously, multi-channel distribution involves various types of channels to distribute
goods. Based on the interview, some are of the view that if using multi-channel distribution channel should have more storage
space and also need more employees.

5.3 RESEARCH LIMITATION

1. Limited Scope
The research scope only focusses on staff and retailers of Syarikat Helang Gagah only. Since this case study research in
this company so the scope on research only focusing among them only.

2. Limited Area
This study is conducted in Syarikat Helang Gagah in Sungai Petani only. So, the scope focus on the Sungai Petani branch only
not included Headquarters in Melaka.

3. Lack of skills
The researcher has a lack of training and experience in conducting qualitative research. Many techniques and methods
are underlying in qualitative research that still needs to learn.

4. Lack of cooperation

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