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.
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
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;
What is the level of awareness of e-marketing to small scale business in
Also to what extent do these small scale businesses in Nigeria apply
e-marketing as a strategic marketing tool.
How do these small scale business perceive e-marketing and does trend provide
an opportunity or a threat.
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 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
This study will attempt to significantly answer these questions.
1.4 SCOPE OF THE
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
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
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
2. This better understanding should also
be useful to small scale businesses for the efficient and effective application
3. It is also relevant such that it should
assist small scale businesses in creating opportunities that give marketing
advantage to them.
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
Chapter five also basically contains conclusion based on the
analysis and some recommendations with respect to e-marketing and small scale
TERMS AND CONDITIONS APPLY
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