Organic Agriculture and Marketing Perspectives for Zenxin Organic Food Company A Case Study

Tai, C. L., Yeong, W. M., Malathi, N., Sia, B. C., & Tay, A. G. M. (2019). Organic Agriculture and Marketing Perspectives for Zenxin Organic Food Company: A Case Study. Journal of Marketing Advances and Practices, 1(2), 52-68.

17 Pages Posted: 24 Sep 2019

See all articles by Lit Cheng Tai

Lit Cheng Tai

Tunku Abdul Rahman University (UTAR)

Wai Mun Yeung

affiliation not provided to SSRN

Malathi Nair

affiliation not provided to SSRN

Sia Bee Chuan

Tunku Abdul Rahman University (UTAR)

Alexander Guan Meng Tay

Tunku Abdul Rahman University (UTAR)

Date Written: July 1, 2019

Abstract

In line with the Malaysian government intention to encourage producers to transform into organic farming, Zenxin Agri Organic Food Sdn Bhd had ventured into organic farming. This case study highlights the issues and challenges encountered by Zenxin and demonstrates how Zenxin response to its external environment. The critical success factors in the organic market serviced by Zenxin are from their well innovative marketing strategies and welltargeted market. Zenxin build its synonymous image as organic fresh produce company throughout the years. Today, Zenxin is a leading organic fresh producer in Southeast Asia specifically in Malaysia and Singapore. Zenxin brand is built based on the passion for health excellence and it remains true to its mission. In the steadily growth of organic food market trend and intense competition, what will be Zenxin next strategic directions in creating their sustainability and competitive advantages in next decade?

Keywords: Organic Farming, Organic Produce, PEST Environment, Marketing Mix, Target Market

Suggested Citation

Tai, Lit Cheng and Yeung, Wai Mun and Nair, Malathi and Chuan, Sia Bee and Tay, Alexander Guan Meng, Organic Agriculture and Marketing Perspectives for Zenxin Organic Food Company A Case Study (July 1, 2019). Tai, C. L., Yeong, W. M., Malathi, N., Sia, B. C., & Tay, A. G. M. (2019). Organic Agriculture and Marketing Perspectives for Zenxin Organic Food Company: A Case Study. Journal of Marketing Advances and Practices, 1(2), 52-68.. Available at SSRN: https://ssrn.com/abstract=3446207

Lit Cheng Tai (Contact Author)

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Wai Mun Yeung

affiliation not provided to SSRN

Malathi Nair

affiliation not provided to SSRN

Sia Bee Chuan

Tunku Abdul Rahman University (UTAR)

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Alexander Guan Meng Tay

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

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