A study on factors that influence the effectiveness of marketing strategy at TM Melaka

Telekom Malaysia (TM) has evolved to become the largest integrated telecommunications solutions provider in Malaysia and one of Asia’s leading communications companies. In year 2008, the sales for Fixed Line / Direct Exchange Line (DEL) and other product of TM Melaka not achieved monthly sales target. Due to that problem matter, researcher do the research study on factors that influence the effectiveness of marketing strategy at TM Melaka that come with the objectives to determine whether the promotional tools that used by TM Melaka influence the effectiveness of marketing strategy, to find the promotion tools that gives the most effective marketing strategy at TM Melaka sales and next, is to give suggestion and recommendations regarding step and strategies that should be implemented by TM Melaka to increase their sales. In this study, the researcher used the research design of Descriptive Research and Causal Research. For sampling technique, researcher used Simple Random Sampling in Probability for this study. Researcher distributed the questionnaire to respondents randomly around Melaka Tengah to have primary data for data analysis and other sources of secondary data from reports journals and so on. Frequency Statistical is a clear finding and results are observed showed that the effectiveness of marketing strategy was influenced by promotion tools (advertising, sales promotion, public relations and personal selling). By used Hypothesis Test and Correlation Coefficient, the findings shows that the major factor that influenced effectiveness of marketing strategy was sales promotion. The researcher also gave some recommendations for TM Melaka to improve their promotion efforts to become more effective.