Framework development of electronic marketing (EM): A case study on catfish industry in Malaysia

Currently catfish suppliers, wholesalers, farmers and customers in Malaysia have not found an official place or medium to get information on catfish (breeding, marketing, managing, purchasing) in a simple, fast and cost effective way. In addition, based on analysis conducted the use of information technology and telecommunications (ICT) as a supporting infrastructure on cat fish industry in Malaysia is still at a moderate level. Therefore this work aims to review and identify the needed factors of catfish industry in Malaysia using the electronic marketing application, and develop a framework that will best suit the industry. Electronic marketing place is proposed for the industry as most catfish farmers, suppliers and customers are IT literate and uses mobile phones. The study conducted takes the approach of identifying the appropriate type of electronic markets, the determination of the functions or main features of the electronic market, and also determine the method of development of the electronic marketing system. Information on the industry´s needs is gathered through an intensive literature review and case study analysis. An improved electronic marketing framework will be developed through out the study. The proposed framework is further proof through prototype design using the web-based electronic marketing portal. Based on initial analysis conducted the main applications needs to be based on consumer preferences, where matching of supply and demand electronically between buyers and catfish industry sellers in Malaysia is provided electronically. As such it provides a one-stop information centre, electronic catalog and latest update of any information. Therefore this research also emphasizes customer´s values, focusing on value co-creation in developing the framework. This distinguishes the proposed framework with others as, the proposed framework will include co-creation value in developing and expanding electronic market place functions. And the web-bas- - ed prototype developed will help farmers to market their livestock products by matching them to appropriate buyers, and also will get latest information and updates on catfish in a fast, cost effective and easy medium.