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E MARKETING AND SMALL ENTERPRISE,
THREATS AND OPPORTUNITIES
ABSTRACT
In this research, an
attempt was made to ascertain whether small scale businesses in Nigeria are
aware of and use e-marketing as part of their marketing strategy. Also to
ascertain whether they perceive it as a threat of opportunity or non, also the
study was conducted through the use of questionnaire. However, findings showed
that small scale business should begin to strategically plan their e-marketing
strategy in alignment with the total marketing plan and if they are to benefit
effectively from the use of e-marketing, they need to be up-to-date in its
application.
CHAPTER ONE
INTRODUCTION
Small scale
businesses in Nigeria play a very vital role in the development of its economy.
Over the years various policies both from the government and some of the
private sector actors have been developed to create enabling environments for
these small scale businesses to thrive. However the challenges linger. Some of
these challenges have been highlighted by many authors to be, poor managerial
skill, small capital, wasteful spending by small scale business owners, poor
marketing strategies etc. the is not the negligence of the fact that those few
SMEs that have thrived over the years have contributed immensely to the growth
of Nigeria economy through the following significant ways, utilization of
Nigeria’s resources, increase an employment etc. income generation and
redistribution etc.
Noteworthy at this
point in the fact the small scale business especially in the sub-Saharan region
appear to be lagging behind in the global trends with respect to small scale
businesses. In Japan for example, small scale businesses now engage an
international business due to their ability to create product according the
taste of the market and are able use available marketing to ensure they gain
and retune a reasonable market share. This has been made possible despite the
many obvious and general challenges that is inherent in small scale businesses.
The purpose of this
study therefore is to ascertain the current relationship between small scale
businesses in Nigeria and marketing. Also it is to ascertain how e-marketing
could be used by small scale businesses in Nigeria to tackle its challenges,
survive in the market, and thrive enjoying competitive advantage.
This study also seeks
to significantly ascertain how e-marketing is perceived by small scale business
and whether how it is perceived and indeed e-marketing is an opportunity or a
thereat to the survival and thriving of small scale businesses in Nigeria.
1.2
STATEMENT OF THE RESEARCH PROBLEM
Having briefly
analyzed the state of Nigerian small scale businesses, its challenges and
advantages. A question to be asked would be how can small scale businesses
apply their resources efficiently and effectively towards business tools that
will help produce competitive advantage, improve market share and other
benefits. Considering the up growth in the use of technology in the marketing
activities of all types of technology in the marketing activities of all types
of organization, it is important to ascertain what effect and how e-marketing
can be used by small scale business in Nigeria.
E-marketing as a
marketing tool could help the small scale business in Nigeria reach a wider
local market, make gain through competitive advantage while serving a better
part of the market. Also E-marketing gives the small scale business an
opportunity to access new export markets.
However, certain
questions need to be asked concerning e-marketing with respect to small
companies. They are;
i.
What is the level of awareness of e-marketing to small scale business in
Nigeria.
ii.
Also to what extent do these small scale businesses in Nigeria apply
e-marketing as a strategic marketing tool.
iii.
How do these small scale business perceive e-marketing and does trend provide
an opportunity or a threat.
iv.
Also what are those possible ways through which e-marketing could be used as a
modern business tool by small scale businesses in Nigeria.
1.3
OBJECTIVE OF THE STUDY
The objectives of this study however,
are as follows
1.
To ascertain the level of awareness of e-marketing to small scale business in
Nigeria.
2.
To find out the extent to which small scale businesses in Nigeria are
e-marketing.
3.
To find out if e-marketing poses threat or creates opportunities for small
scale businesses in Nigeria.
4.
To ascertain possible was through which e-marketing could be used as a modern
business tool by small scale businesses in Nigeria.
This study will attempt to
significantly answer these questions.
1.4
SCOPE OF THE STUDY
This study will
concentrate on the use of the e-marketing as a modern marketing tool. It’s
level of awareness among small scale business managers.
Also, the general
perception of small scale business manager of e-marketing; and also how small
business owners have reacted to the emerging trend of e-marketing as a strategy
business tool.
1.5
RELEVANCE OF THE STUDY
This research study
is important or relevant in modern business practice in numerous ways. First if
we consider the high level of competition in modern day businesses and threats
of global economic crisis which have been noticed recently. It is however very
crucial for firms to acquire business tools and apply such tools efficiently
and effectively so as to create competitive advantage that will enable it make
better profit, reduce cost and service more of the market size.
However, some
benefits which the authors believes will be gained from the this study are
briefly highlighted below.
1.
It should help academic theoretician and practitioners especially small scale
business owners on a better understand of e-marketing.
2.
This better understanding should also be useful to small scale businesses for
the efficient and effective application of e-marketing.
3.
It is also relevant such that it should assist small scale businesses in
creating opportunities that give marketing advantage to them.
1.6
ORGANIZATION OF THE STUDY
This study contains
five chapters.
Chapter one contains,
the background of the study, the statement of the research problems, the
objectives of the study, the scope, relevance, organization of the study and
its limitations.
Chapter two contains
basically literature review on the meaning and definitions of e-marking,
Literature on internet environment, internal marketing strategy and other
practices on e-marketing strategies. Chapter three contains, a brief
introduction, the population of the study, the sample and sampling techniques.
The research design, the data gathering instruments, method of analysis,
operationalization and measurement of variable. Chapter four basically contains
the analysis of the data gathered, the test of hypothesis.
Chapter five also
basically contains conclusion based on the analysis and some recommendations
with respect to e-marketing and small scale businesses.
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