Key Success Factors, Marketing Opportunities and Challenges: A Case Study of Bonco Virgin Coconut Oil

Abstract

This study centers on the sustainability of the VCO (Virgin Coconut Oil) enterprise macroenvironment and the marketing strategy reactions of consumers amidst the backdrop e of East Malaysia. To better illustrate the marketing complexities of the VCO enterprise, the study examines a small and medium VCO operator, Bonco VCO, and looks at its main elements for success and the chances and trials it faces in terms of marketing. The study adopted a qualitative approach and employed in-depth interviews to elicit information from VCO operators and customers. The results impart invaluable means of recognizing favorable circumstances as well as difficulties for marketing. The findings addressed several key success factors such as involvement with the community projects, operator characteristics, customers’ concern about product quality and availability, and packaging size. Opportunities and challenges were identified, in which issues such as perceived price value, promotional, and new product development should be the focus for the VCO operators.