Initial research proposal - Essay Example

Report on marketing Insert Work Online Marketing Research question: Online Marketing: small business enterprisesAim: impacts of online marketing on small organizationObjectives: 1. To define the small business enterprises.2. To understand the concept of internet marketing. 3. To evaluate Consumerism and Branding style4. How to analyze the size of the market5. To assess Channels used by SBE to influence the customers Key words: business performance, E-Marketing, Small business EnterprisesIntroductionBasing the argument on researcher point of view, E-marketing implementation can change the nature and shape of SBE’s sectors all over the world.

Currently, technological advancement has led to the access of the internet. As a result of this, research shows that electronic media and other internet products are currently playing a key role in the improvement of performance of the small businesses enterprise (St John, 1992).Theoretical backgroundDefinition of SBERegardless of the powerful position held by the SBE, its definition is always difficult. This is because it covers very many firms in general, as a result of this; it has been defined in a perplexing number (different ways in reference to their location in the world) (Watson and Evertt 1996; Boon and Theng 1996).

Below is a technique adapted by some countries in the aim of definingcountryNumber of employeesOther techniqueEU (European Union)Below 100total annual turn over below 10 million Euros plus independenceUSABelow 100Annual sales below $ 5 millionMexicoBelow 100N/ACanadaBelow 100Annual sales below $ 5 millionIndiaNoneNot over 10 million rupes(El-Gohary, 2006)Concept of internet marketing Market Segmentation, Brand Positioning and Targeting; these are the foundation on which the concept of SBE is based i.e. the brand’s ability to identify, create and maintain a niche market.

Frost and Strauss theory is best to evaluate this as it incorporates and illustrates SBE objectives in relation to all the products under that range, and looks at all needs that aims at satisfying the individual or organization (Smith, 1995).Consumerism and Branding style Consumerism and Branding style and how these are linked to Self Identity and then examine how SBE incorporates this into its marketing strategy in order to appeal to its target market (Armstrong & Kotler 2003).Measure of marketingMeasure and standardize SBE performance through different analysis which includes: evaluation of sales volume, visit duration, traffic, catalogue size, conversion rate among others (PORTER, 2001).

Channels used by SBE to influence the customers Marketing Communication channels used by SBE in order to influence consumer decision-making with reference to the Consumer Decision-making Model, Theories on Diffusion processes, and other Buyer Behavior Theories. (Smith et al 2002)Importance of the studyIn the world’s economy, Small Business Enterprises (SBE’s) have a major impact. They contribute a lot towards the economy in facilitating employment growth and development. In reference to (Mulhern 2005), small and medium sized businesses cover around 99% of all Europeans companies.

The same sector offered over 66% of the overall employment in the region. The fact that this business steer the economy is supported by analysis done in underdeveloped countries, the number of the small sectors is far much less than that of the developed countries (PORTER, 2001).As the economy continues to plummet, SBE have had to adapt in order to survive the harsh economic times as competition for the already limited target market is fiercer and as such some SBE are turning to technology and the internet to attract, extend the market target and keep their customers.

(Alex Blyth 2010)This paper will therefore add to the body of knowledge on the value of the internet and an online presence as an important aspect of any successful 21st century business.ReferencesDAY, G.S. (1990), Market-Driven Strategy: Processes for Creating Value, The Free Press, New York, NY.KOKKINAKI, F. and AMBLER, T. (1999), “Marketing performance assessment: an exploratory investigation into current practice and the role of firm orientation”, working paper No. 99-114, Marketing Science Institute, Cambridge, MA.POON, S., SWATMAN, P.M.C. (1999), "A longitudinal study of expectations in small business Internet commerce", International Journal of Electronic Commerce, 3 (3):21-33.PORTER, M.E. (2001), "Strategy and the Internet", Harvard Business Review, 79 (3):63-78.

MULHERN, A. (1995) The SME sector in Europe: A broad perspective. Journal of Small Business Management, 33 (3), 83 -87.Prentice HallThompson, B. (2003) Why online ads do not work, [Internet] Available fromSmith, R. (1995) Essential elements of marketing, London, DP PublicationsSt John, M., J. (1992) Marketing, Hemel Hempstead, Hants, Prentice HallStanley, J., Shapiro, V. and Kirplani, H. (1984) Marketing effectiveness,