Strategi Pemasaran Saham-Saham Amanah Bumiputera di Malaysia

Zainal Abidin Mohd. Said

Abstract


Pasaran saham adalah satu perkara yang baru khususnya di kalangan bumiputera. Saham amanah di kalangan bumiputera mula dikenalkan dalam tahun 1967 oleh Amanah Saham Mara Berhad (ASMB). Tujuan utama penubuhan Amanah Saham Mara Berhad ialah untuk membimbing masyarakat bumiputera di dalam bidang pelaburan khusunya di dalam bentuk saham. Memandangkan bahawa Amanah Saham Mara Berhad tidak begitu berkesan makan Amanah Saham Nasional Berhad (ASNB) telah ditubuhkan. Walaupun keluaran yang dipasarkan oleh kedua-dua badan ini adalah agak sama dan kelompok sasarannya juga adalah sama, namun begitu strategi pemasaran yang digunakan adalah berbeza. Rencana ini cuba melihat perbezaan di dalam strategi pemasaran yang digunakan oleh kedua-dua badan tersebut.

ABSTRACT

Involvement of the Bumiputera in the stock market is a new phenomenom. In an effort by the government to increase the bUmiputera capital equity, a unit trust known as Amanah Saham MARA Bhd. (ASMB) aws introduced in 1967. The main objective of the formation of ASMB is to help Bumiputera increase their participation in the sharemarket. As a result of the ineffectiveness of ASMB in acieving its, Amanha Saham Nasional Bhd. (ASNB) was formed : Even though the objective of both these bodies are almost alike,nevertheless the marketing strategy being used are different. This article tries to see the differences in the use of marketing strategy.


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