Research Method - Essay Example

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Initially, businesses used traditional media to reach their target market. However, with the increasing levels of competition in the local and international markets, the costs of advertising…
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Download file to see previous pages This has a posed a greater challenge especially with the fact that the new markets have different cultures. In order to penetrate these markets, some of which have barriers of entry which have been erected by the dominant firms, the companies are forced to use international media which are highly expensive. The costs are derailing the expansion strategy. However, with the entry of social media, more firms are opting to use these channels to reach the target market. This is because it’s cheap and more reliable. Nevertheless, questions have been raised concerning its effectiveness, especially putting into perspective that the users must have some ideas on how to use modern technology.
Currently, the market has become very dynamic with new challenges arising each day. With the increasing levels of globalization resulting from liberalization of markets, efficient flow of information, and integration of economies, the level of competition in the local and international markets has increased tremendously. This is as a result of the entry of multinational companies that have a huge financial base to segment the market, attract the loyalty of the customers towards their products, and position their products strategically in the market. This aspect has made it very hard for the small and medium businesses to increase their customer base (Barefoot & Szabo 2010). Therefore, these businesses are using all means possible to minimize the costs of operations. One of the strategies they are using is reducing the costs of advertising which has been taking a huge chunk of the firms’ profits. However, in order to maintain their competitive advantage, the companies are forced to look for other alternatives. Social media has become a critical alternative which is cheap, effective, and reliable. With the changes in the technological sector, many people have internet enabled devices ...Download file to see next pagesRead More
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