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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
competitive advantage in terms of their credibility and capability in long serving
customers living either in town, sub-urban or villages. Honda is known for its reliable and
fuel saving product whereas Yamaha is popular with its high performance and sporty
look motorcycle which has performed outstanding performance in local motorcycle
racing championships. In this context, MODENAS should choose a position (either to
follow the competitors or build a new one in between) and take strong steps to deliver
and communicate the desired position to target customers.
In relation to Theory of Planned Behavior developed by Ajzen & Fishbein, 1980, product
that could satisfy the attitudes, subjective norms and behavioral beliefs should have a
better result. Although MODENAS has been perceived well in some extrinsic quality
dimensions, it still does not sufficient enough to create a positive behavioral intent (brand
loyalty). Sometimes the ―actual need‖ is rarely fully known or understood by the
customer. There are different objectives and priorities, the situation which has generated
the ―need‖ is not completely known, and the effects of any change are not totally
predictable.
Nevertheless, relentless effort should be given in producing the high quality product to
the customer. Such product with a good design, improved performance, reliable and
durable will always be the deciding factor in choosing the right product especially in
present intense competitive market environment.
As for recommendations, below are some suggestions in order to strengthen the brand
loyalty of MODENAS brand in the market:
i. It is important that the company to carry out effective customer relationship
marketing by implementing programs that will help to enhance the brand equity of its
brand in the market. This can be done by carrying out effective marketing and
advertising program, sales promotion, public relations, customer relationship
management (CRM) and sponsorship marketing.Product awareness is another crucial
factor in shaping up the perceptions of customer towards the particular brand in the
market. Brands with high product awareness are usually the brand leaders in their
market. In relation to this, the firm should carry out effective product awareness
program such as trade shows, road tour, exhibition and advertisement on regular
basis.
ii. Advertising has been always considered as a strategic process of building brand value
over the longer term. In reducing the burden of the advertising cost, it is suggested
that the firm collaboratively joined with the established vendors. The firm also will
gain advantage with such association with vendors which are known of its quality
superiority in the market.
iii. Continuous improvement is required through integrated functional activities in order
to produce high quality product which in turn can lead to customer high satisfaction
and well positioning in the market. From Marketing, Finance, Operations and Human
Resource, all must work together to achieve the targeted objectives.
iv. All the company‘s marketing efforts must support the positioning strategy in
delivering and communicating the desired position to target consumers. In this way,
the company will be able to build a position on better quality and service, distribute
through high-quality dealers, advertize in high-quality media. The company also must
COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 142
JANUARY 2011
VOL 2, NO 9