Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd

Abstract

In this era of high green-awareness, people become more concern on environmental products or services issues. Green or environmental marketing is about the product modification, changes to production process or packaging process and modifying advertising. Therefore, strategic green marketing is very important in order to enhance the corporate green image. In this case study, UMW Toyota Motor Sdn. Bhd. was selected among the automobile industry to investigate the capability of the company in implementing the green marketing strategy to enhance the green corporate image. The research will involve the application of several marketing strategy. A series of interview conducted to collect respondents answer while the data collected was analyzed quantitatively and qualitatively. As a conclusion, UMW Toyota Motor Sdn. Bhd. has enhanced their green corporate image through the implementation of green marketing strategy in the aspect of product strategy, place strategy, price strategy and promotion strategy to ensure that the objectives on enhancing the green corporate image can be achieved.