Business sustainability & understanding the role of agent relationship on multipurpose liquid fertilizer makes an impact towards the development of agriculture marketing product: perspective of RRAS Bakti (M) Sdn. Bhd. / Muhammad Faiz Shahru Alzaman

The slogan "Agriculture is Business" is used by Ministry of Agriculture & Agro-Based Industry, Malaysia. In the larger context, agricultural activities are good not only as food security, but also helps to increase rural incomes through agricultural entrepreneurship and thus reduces income gap in the country. The purpose of this paper is to analyze the impact of business sustainability and understand the role of agents in an impact to the development of marketing of agricultural products. Case studies derived from the RRAS Bakti (M) Sdn. Bhd. Data were drawn from interviews, observation and also supported by certificate and clinical proven. The study has proven that the good relationship between the agents will give motivation to them as a great incentive in achieving higher sales volume for company's product. This study will give guideline to assist the company in enhance their business sustainability and also identify utilize our company's appointed agents through good relationships in improving sales in general.