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.
