Sumaiyah Abd AzizSiti Nurulhuda NordinIntan Fatimah AnwarMahdhir Abdullah2024-05-272024-05-2720232023-11-81985-4579https://oarep.usim.edu.my/jspui/bitstream/123456789/21539/1/ukspg.pdfhttps://oarep.usim.edu.my/handle/123456789/3486Volume: 12, Issue 2 (page:1-16)In this scenario, Yana, the director of Wonder Marketing Sdn Bhd faced several challenges in their operation. Wonder Marketing Sdn. Bhd. is a small and medium enterprise (SME) located in Senawang, Negeri Sembilan specializing in selling powdered goat’s milk. The example underlines the volatility that Yana faced as a director because of Wonder Marketing Sdn. Bhd. inconsistent manufacturing capacity and pricing issues. She had to weigh the chance of entering the hypermarket against the ability to consistently produce the right ingredient of powdered goat’s milk and the pricing mechanism. This predicament arose among stockists who played the price of the product and the inability of the OEM producer to get the right ingredients for the powdered goat’s milk. This dilemma emerged at the peak of their growing business and Yana expected it to continue to daunt er as they grew bigger. Several customers expressed their unhappiness and dissatisfaction over the inconsistency of pricing. Yana needed to respond quickly due to the increasing number of complaints. had expressed their frustration and immense dissatisfaction. With the growing number of complaints, Yana needed to act fast. As Director, Yana is responsible for resolving the conflict between their marketing, customer service, and production with their stockists and customers. If this is not done, Wonder Marketing Sdn. Bhd. survival will be jeopardised. This means that new effective methods for Wonder Marketing Sdn. Bhd. survival must be developed right away.en-USPricing strategy, customer complaints, conflicts, OEM, entrepreneurial journey, strategic planningArticle116122