A case study on the factor of marketing effectiveness at Amanah Raya Berhad Malaysia / Ammar Amierul Zahba

Zahba, Ammar Amierul (2009) A case study on the factor of marketing effectiveness at Amanah Raya Berhad Malaysia / Ammar Amierul Zahba. [Student Project] (Unpublished)


Amanah Raya Berhad or ARB are known as Malaysia’s premier trustee organization. This organization have served towards our Malaysian people for over 80 years since its establishment as the Department of Public Trustees and Official Administrators on 1 May 1921 and play their role as the market leader in providing trust, legacy management and also Will- services. The objective of this case study is to determine the marketing effectiveness done by ARB. Furthermore, this study is to identify the effectiveness of marketing plan apply by ARB. Beside that, this case study may also determine the appropriate advertising strategy for ARB. Lastly, this study will also identify the 7C’s of marketing web sites and the importance of innovation on internet marketing. From the observation and research done before, Malaysian people still do not aware about the importance of ARB or even they know about this organization, they have a strong stereotype range of vision. Most of the consumer said that ARB only functionally as the administrators and executor for deceased estate even though in the real situation ARB functions are beyond than that. As the conclusion, ARB needs to develop or advances their marketing plan by create something creative strategy implementation on it. Moreover, ARB’s should focus on the strong advertising campaign by using the strong media channel. This is important because by exercise the right strategy campaign ARB will gain more advantages in terms of customer attention and awareness. Last but not least, ARB’s should use the power of the internet nowadays by realize the importance of 7C’s thought by the theory.


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