Manoeuvering through the Dilemma of Marketing Positioning In the Frozen Food Business

Abstract

Mrs Ruzi wiped her face with her bare hands, whispering her gratitude to God. The official offer letter received by her eldest daughter stated that she was appointed as a government teacher in the western region of Peninsular Malaysia. After the challenging times, tears, and tremendous challenges in providing the best for her children, she witnessed her first victory in raising them. Life is not easy, to be frank. The vicissitudes mingle in the environment, scattering thorns and blades in her heart. She might seem strong from the tremendous support from her family. Her siblings, parents, and relatives are the angels in her life. Her tears begin to fall again on her hollow cheeks. She breathed deeply and murmured her late husband’s name. She had lost her beloved spouse after the birth of her third daughter. After a long, diverted, and lonely journey of 11 years being a single mother raising three daughters, Mrs Ruzi received a blessing in disguise. Manoeuvring through life was challenging, but she gained a wealth of experience dealing with her family business. She lost and gained a life. Despite the success of raising children, she thought of committing to several other new business ventures. Mrs Ruzi endeavoured towards sustaining her legacy in the running business. She knew that her time was not like her younger days, but can she make it now? She thought about her children, their employment success and further education, and how to sustain the business. She believed that a new aspect should be done immediately. She heard about the usefulness of social media for marketing and the impact of technological branding but questioned whether she could do it. Would she be able to manage a new challenge in the business?