Marketing Strategies and the Difference Level of Sales and Profits Performance of the Batik SMEs in Malaysia

In this research, the business owners of batik SMEs were analyzed on their marketing strategies. The objective isto examine if the marketing strategies of high performance batik SMEs differently from low performance batikSMEs. The high and low performance batik SMEs were categorized based on their annual sales and profits forthree consecutive years. For this purposes, the questionnaires were distributed among 186 batik business ownersin Malaysia. The data collected were then analyzed using Mann-Whitney U Test and Chi-Square Test. The resultfound that the high sales and profits performers are not only focused in local market, but they expand their salesout-of their states. For high sales performers, they are frequently advertised their businesses and using variouspromotional tools. Hence, efforts should be made by the low performers to find and expand their sales outside oftheir states, advertise their businesses more frequently and not only depends on personal network as promotionaltools. Using various promotional tools especially media, could help in increasing sales. The conclusion is that theway of how the business owners market their products impact the performance of the firms. By identifying themarketing strategies of high performance batik SMEs, this research will provide batik entrepreneurs someguidance and will help low performers identify their weaknesses by comparing the marketing strategies practicedby high performers.