Marketing issues from Islamic perspective: a case study of Sweet T beauty care

Kamardin, Puteri Qartinie and Suib, Fatin Husna (2021) Marketing issues from Islamic perspective: a case study of Sweet T beauty care. In: 8th International Conference on Management and Muamalah 2021 (ICoMM 2021), 8 June 2021, http://conference.kuis.edu.my/icomm/8th/.

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Abstract

This paper intends to explain the issues and practice of marketing strategies of Sweet T Beauty Care, the new player of health and beauty company in Malaysia. Specifically, directed into their current gameplay to catch the world’s attention, especially through the online platform. There are three (3) segments in this paper that are the classic way of market segmentation, 4P’s application in their system, and current issues facing by the company. Each of them carries a different definition, impact, and factor upon the participant’s lived experience, which will be discussed further. The base dispute of this paper is to see the alignment between the current marketing practice and the points that touched and followed the Shariah compliance promoted in Islam. The qualitative research method that is a case study is chosen to represent an inclusive description of the respondent’s lived experience on the selected phenomenon. The founders of this brand joined this study through a deep semi-structured interview session with open-ended guide questions. This study's findings cannot be used to generalise the whole of Malaysia as it only analyses a small sample size. Therefore, analysis of additional data from the other company’s practice and its issues on marketing strategies may be necessary for comparison and to reaffirm the results. Further investigation is also needed to isolate the specific elements and significant differences in ratings. This study would be useful for government agencies, policymakers, educational institutions, society, and health and beauty players themselves to competently manage, observe, plan, and monitor their marketing strategies that portray the image of the religion.

Item Type:	Conference or Workshop Item (Plenary Papers)
Uncontrolled Keywords:	Islamic Practice, Marketing Issues, Marketing Practice, Sweet T Beauty Care
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
Depositing User:	Dr Fatin Husna Suib
Date Deposited:	19 Nov 2021 11:59
Last Modified:	19 Nov 2021 11:59
URI:	http://irep.iium.edu.my/id/eprint/93604

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