A study on how to improve the sales of Sabah Forest Industries Sdn. Bhd paper / Tinggih Sulog

This study tries to investigate in how to improve of SFI paper in market. The scope of this study is focused on retailer and wholesaler which located in Sipitang, Beaufort of Sabah and Lawas of Sarawak.This study tries to investigate the retailer and wholesaler feedback as part of SFI customer. This study also tries to investigate what type of marketing mix the most preferred and what are the steps to be taken in order to improve SFI paper particularly. The objective of this study is to find the better way for SFI to sales their paper product. Primary data were the main instrument used to collfect data in conducting this research. From the total population, the research had managed to collect about 70% as the sample. The response was quiet okay. For this reason it is expected to indicate in how SFI sales improve. A simple frequency analysis was used to analyze those data in order to answer the objective and research question. It can be said that mostly retailer and wholesaler in Sipitang, Beaufort and Lawas prefer paper with good quality. In term of pricing the customer mostly prefer if SFI able to lower down than competitor. In term of distribution the customer prefer directly purchased from SFI. This is because according to them cost is the main factor that influence their distribution decision. In term of promotion mix customer mostly prefer sales promotion in reachable point. There were six variables that this research had focused on. This is because those variables are considered as the most important variables used to develop a company's product strategy. Those sub variables are product quality, product feature, product design, product packaging and product services and warranty. Among the six variables, it was found that quality is considered as the most important factor in developing product strategy. To be more competitive it was recommended if SFI review marketing practices from time to time, also recommended if SFI to find out other type of product to diversify their business activities.