Enhancing Financial Performance through Strategic Marketing: A Case Study of SME in Malaysia

Abstract

This study seeks to improve the financial performance of ABB Holiday Sdn. Bhd., a Malaysian tourism and transportation service provider that has faced significant financial difficulties following the COVID-19 pandemic. The company has struggled with decreased tourist inflows and ineffective marketing strategies. Utilizing a mixed-method approach, this research identifies critical factors impacting the company's financial performance and evaluates targeted interventions, including enhanced digital marketing efforts and service diversification. The findings reveal that these interventions have substantially boosted sales and stabilized the company’s financial situation. By adopting a closed-loop system approach, ABB Holiday can continuously adapt and refine its strategies, creating a sustainable cycle of improvement. Additionally, fostering business symbiosis with key stakeholders allows for shared growth and resilience, further strengthening the company’s position in the tourism industry. The study underscores the importance of understanding consumer behavior and integrating sustainability-driven marketing strategies to adapt to shifting market trends. For future research, it is recommended to further refine these strategies to ensure sustainable growth and resilience in the tourism industry.