This study,IMPACT OF ONLINE MARKETING ON SMALL AND MEDIUM ENTERPRISES IN LAGOS METROPOLIS contains concise information that will serve as a framework or guide for your project work. The project study is well-researched for academic purposes and are usually provided in complete chapters with adequate References.
TABLE OF CONTENTS
Background to the Study
Statement of the Problems
Objectives of the Study
Significance of the Study
Scope of the Study
Operational Definition of Terms
REVIEW OF RELATED LITERATURE
2.2. Definition and Characteristics of SMEs
2.3. Characteristics of Small to Medium-sized Enterprises
2.4. Internet and network relationship
2.5. Internet and transaction cost
2.6. Internet and Entry barriers
2.7. Small to medium-sized enterprises and information technology
2.8. Small to Medium-sized Enterprises (SMEs)
2.9. Small to Medium-sized Enterprises and information technology usage
2.10. Small to Medium-sized Enterprises and Internet usage
2.11. The opportunities and benefits available to Small to Medium-sized Enterprises
2.12. Advertising and Marketing of SMEs online as a competitive tool
2.13. Research and Development ideas
2.14. Internet as a Medium of Communication
2.15. Geographic Reach/General Accessibility
2.16. Internet as Competitive Tool
2.17. Summary of the Review
3.1. Research Design
3.2. Population and Sample
3.3. Research Instruments
3.4. Validity and Reliability
3.5. Methods of Data Administration
3.6. Method of Data Analysis
RESULTS AND DISCUSSIONS
4.2. Hypotheses Testing
4.3. Hypothesis one
4.4. Hypothesis two
4.5. Hypothesis three
4.6. Hypothesis four
4.7. Hypothesis five
4.7. Discussion of the Findings
SUMMARY, CONCLUSION AND RECOMMENDATION
5.2. Summary of the Study
This study investigated the impact of online marketing on small and medium enterprises in Lagos metropolis. A descriptive quantitative survey research design was adopted in the study. The population of the research was all the Small and Medium Enterprises in Lagos metropolis which are using online marketing applications and own internet website which is estimated to be 395 units. Out of 395 units, a sample of 200 SME units is to be taking to obtain the primary data. Therefore, 200 subjects were randomly selected for the study. In this study, stratified random sampling technique was used to collect necessary data. A well-structured Likert-scale instrument was used to assess the impact of online marketing applications (internet marketing, advertising, order and delivery, costumer support service and payment system) on business processes in the small and medium sized enterprises. While Pearson product moment correlation statistical method was used to test the hypotheses in the study at 0.05 level of significance. Based on the analysis of the data, the results obtained showed that:
From the findings of this study, it can be concluded that there is the need for SMEs to reexamine the way they use of the Internet and the website, increase the awareness of the importance of the Internet integration into their business, and get some useful information on how other SMEs conduct their Internet business, as well get some concentrative literature on Internet applying to SMEs international business, which might highlight their future development.
1.1.BACKGROUND TO THE STUDY
Businesses are looking to new technologies to meet their unique business requirements and
position themselves to take advantage of global changes in business activities. Businesses both
large and small need information to succeed in today’s rapid changing environment, they need to
be able to process data and use information effectively when conducting their day-to-dayoperations. The growth of the Internet has opened up a vast arena, providing more opportunities for businesses, particularly small to medium-sized enterprises (SMEs) to sell their products and services to a global audience than they would have been able to afford to reach using the traditional methods.
A search of literature reveals that many changes in organization today have been technology
driven Clarke (2001) notes that information technology (IT) is really changing the whole nature
of business transaction between consumers and suppliers of goods and services. Pigneur (1996)
points out that companies especially SMEs are confronted with a number of changes that require
innovative answers. These challenges include the emergence of a competitive global economy;
the trend towards an information based economy, and the shift from mass production to acustomer-driven economy. He adds that to compete in today’s global information-based and
customer-driven economy, SMEs must be efficient, innovative and competitive: able to respond
just in time, focus on quality, and implement mass-customization. He suggests that in order to do
this today, they must also be able to leverage the new information and communication= technologies (ICTs) to fit better in their environment, establish more co-operative inter-organizational relationships and compete on the international markets (Pigneur, 2006).
There have been many studies and reports published in UK and overseas in the last few years on
the Internet usage in business in general. This study is not another examination of the general
usage of Internet in business, rather it builds and summarizes the extensive and valuable research
already completed in these areas and extracts the essential themes and messages being expressed
by most SMEs. The study aims to examine the perceived opportunities and benefits thatInternet usage can offer to SMEs.
Barnes et al., (2008) asserted that SMEs make significant contribution to most economies of the World, they are socially andeconomically important, since they represent 99 % of all enterprises in the EU and providearound 65 million jobs and contribute to entrepreneurship and innovation. SMEs have beenshown to contribute significantly to country and regional economic growth, increasedemployment levels and locally relevant product and service. SMEs are very important to the UKeconomy; they accounted for 99% of all enterprises and provide over 59% of private sectoremployment (BERR, 2008). They are also the source of future growth and innovation. Barnes etal., (2008) argue that the advent of the digital economy has made the adoption and use ofInternet a significant issue for most SMEs. Yet, many SMEs find themselves in a difficultsituation. They may be too small to be able to employ a dedicated IT expert and lack theresources to buy consultancy advice. They often have limited experience in selecting,implementing and evaluating suggested IT solutions (Barnes et al., 2008). Barnes et al., (2008)noted that SMEs find themselves caught in a trap, lack of resources means that while there may bean aggregate demand for IT service and advice, individually, the varying nature of that demandmakes it uneconomical for other firms to provide a service meeting that demand.
According to Bili and Raymond (2003),Small and Medium Business Enterprises (SMEs) are considered to represent the driving forces of sustainable local economic development throughout the world. They form the base of economies, stimulate private property and entrepreneurialcapabilities which, due to their flexibility, can quickly adjust to market changes, generate employment, create diversified economic activity, and contribute to exports and trade.
1.2.STATEMENT OF THE PROBLEM
Online marketing has changed and is still changing the way business is conducted around the world. The commercialization of the Internet has driven online marketing to become one of the most promising channels for inter-organizational business processes. Online marketing evolved in various means of relationship within the business processes. In Nigeria, many small and medium enterprises are investing more and more in the Internet/online marketing business. In order to survive in today’s challenging environment, it is imperative that SMEs be competitive and resilient. So, the main problem of this study is to determine the effect of online marketing applications on the business processes in the small and medium enterprises.
Suffice to say that online advertising or marketing in the major sites in Nigeria occupy prominent position, the effectiveness of online advertising comes from whether consumers are willing to click and watch, but the reality is that most net consumers ignore online advertising. How to attract the attention of consumers has become a very important issue. In practice, different forms of advertising can be designed to attract consumers, such aspop-up ads, button ads, advertising couplet, floating ads, full-page advertising, and so on.
Especially for SMEs, due to restrictions on marketing resources, news, advertising, large-scale promotional activities, they have less chance of publicity, so website promotion via the Internet means is much more important for them than big ones. Thus, this study investigates relationship between online marketing and small and medium sized businesses productivity in Lagos metropolis.
1.3.OBJECTIVES OF THE STUDY
The objectives of this study are:
1.4. RESEARCH QUESTIONS
The following research questions will guide the study.
1.5. RESEARCH HYPOTHESES
The following research hypotheses will guide the study.
1.6. SIGNIFICANCE OF THE STUDY
The findings of this study will be beneficial to organizations as well as firms especially on the need to focus generally on online/internet marketing,individual, group/team and organizational creativity. Also, the findings of this study will serve as a medium of awareness and enlightenment on the many environmental trends affecting organizations in recent years and proffer possible panacea to such problems as they rear heads. Not only this, but also, its findings will serve as platform mostly for professional manager, chief executives and all personnel involved in the staff training, administration and management on how to drive their staff for maximum human creativity and innovation. By so doing, several organizations would be better equipped to develop a repertoire of techniques (management control systems) to improving performances of average employees and at the same time improving the efficiency in management by enforcing cooperation of workers and standardization of work methods especially in creative organizations.
In conclusion, the outcome of this study will provide a contribution to the management of national culture as regards cultural individualism, collectivism, uncertainty avoidance, multiple cultural dimensions as may affect an individual employee’s preferences for, and reaction to management control systems in interactive ways; and it will be a systematic knowledge base for researchers.
1.7. SCOPE OF THE STUDY
The scope of this study will be all the Small and Medium Enterprises in Lagos metropolis which are using online marketing applications and own internet websites.
1.8. DEFINITION OF TERMS
Medium-sized Enterprises: These are defined as enterprises which employ fewer than 250 persons, and whose annual turnover does not exceed N50 million or whose annual balance-sheet total does not exceed N43 million.
Small Enterprises: These are defined as enterprises which employ fewer than 50 persons and whose annual turnover and/or annual balance sheet total does not exceed N10 million.
Micro Enterprises: These are defined asenterprises which employ fewer than 10persons and whose annual turnover and/orannual balance sheet total does not exceed N2 million.
Online Marketing:This refers to all forms of internet advertising, internet payment system, internet marketing, internet customer support service and internet order and delivery.
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