Sustainable marketing in environmental services: a strategic case study of Alam Flora Environmental Solutions (AFES)

Abdul Hamid, Siti Ruzana and Suib, Fatin Husna and Zamuel, Aysha and Shofi, Khadijah and Muhamadtahed, Walinda and Ahmed, Sana and Awaekuechi, Nuraymee and Abdul Karim, Nurul Akmar (2025) Sustainable marketing in environmental services: a strategic case study of Alam Flora Environmental Solutions (AFES). IIUM Journal of Case Studies in Management, 16 (2). pp. 126-136.

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Abstract

Alam Flora Environmental Solutions (AFES), a subsidiary of Alam Flora Sdn. Bhd. under Malakoff Corporation Berhad, is a leading Malaysian provider of integrated waste management, facility management, and sustainability solutions. Operating within the B2B sector, AFES adopts a hybrid marketing strategy that integrates digital platforms such as TikTok, Instagram, Facebook, and LinkedIn with on-ground initiatives including corporate networking events, public exhibitions, and educational outreach. This case study examines three core marketing initiatives: the “Scan and Score” and “WOW Box” programmes, which incentivise recycling through PETRONAS Mesra reward points, and strategic ESG-driven collaborations with corporations such as FMCG sectors, malls, financial institutions and many more. These initiatives collectively enhance AFES’s market positioning and support national environmental objectives. However, limitations remain in the company’s campaign evaluation process, which currently relies on basic enquiry tracking and general feedback rather than advanced analytics. To address this gap, the study recommends the integration of digital performance tools such as Google Analytics and CRM systems to enable data-driven decision-making. The findings underscore the importance of aligning innovative marketing tactics with sustainability goals and offer practical insights for environmental service providers seeking to strengthen competitive advantage through strategic, adaptive marketing.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Sustainable Marketing, Environmental Services, Strategic Initiatives, ESG Integration, Recycling Engagement Programmes, Marketing Evaluation and Risk Management.
Subjects:	H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Fatin Husna Suib
Date Deposited:	07 Jan 2026 11:48
Last Modified:	07 Jan 2026 11:48
Queue Number:	2025-12-Q1497
URI:	http://irep.iium.edu.my/id/eprint/126661

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