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Management
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Research Proposal
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Topic:

A Role Of Electronic Marketing In Promoting Of Tour Companies In Kenya (Research Proposal Sample)

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THE ROLE OF ELECTRONIC MARKETING IN PROMOTING PERFORMANCE OF TOUR COMPANIES IN KENYA

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Content:

THE ROLE OF ELECTRONIC MARKETING IN PROMOTING PERFORMANCE OF TOUR COMPANIES IN KENYA
PRESENTED BY:
NAMEREGISTRATION NUMBER
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A RESEARCH PROPOSAL SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTERS' OF BUSINESS ADMINISTRATION, SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI
AUGUST, 2018
DECLARATION
This research proposal is our original work and has not been submitted for examination in any other university.
NAME REG. NO
Signature:……………………………Date:………………………
NAME REG. NO
Signature:……………………………Date:………………………
NAME REG. NO
Signature:……………………………Date:………………………
NAME REG. NO
Signature:……………………………Date:………………………
This research proposal has been submitted for examination with my approval as a University Supervisor.
Signature:……………………………..Date:……………………….
PROF. XN IRAKI
Department of Business Administration-School of Business-University of Nairobi
Acknowledgments
In a very humble way, we appreciate the Almighty God. All this would not have been possible were it not for his mighty care and providence. Our deepest appreciation goes to our Supervisor XN IRAKI for his unwavering support and kind advice during this proposal. Thank you so much for your reliability, availability, insight, effort and in an intelligent and constructive way you challenged our thoughts on the topic of this proposal. Your energy is out of this world and wishes you well in all your endeavors.
DEDICATION
This proposal is dedicated to our parents and future grandchildren for their future reference. We believe the proposal will act as a reference point for their education and future MBA projects.
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
Marketing organizations conduct business in unpredictable, dynamic and volatile environments that demand origination of workable strategies that include e-marketing practices, for attainment of goals. Companies seek to develop appropriate strategies that are capable of assuring management of success. Notably, the developments of mechanisms that enable adaptation to the dynamisms in the competitive environment with appropriate strategies contribute to better organizational performance. Recognition of the effect of organizational strategies, including adoption of e-marketing practices, and application of the strategies in adapting to the turbulent competitive environment, has effects on organizations performance.
In Kenya, the telecommunications industry is experiencing rapid growth that is highly impacting the economy in line with the Vision 20130. There are many players in the industry which is categorized into International Network Facility Providers, National Network Facility Providers (NFP) and Non-Infrastructure Based Service Providers (Communications Authority of Kenya, 2015). Following liberalization of the industry in 1990s, the marketing environment has become highly competitive with technological advancements introducing turbulence and diversity all of which have resulted into declining performance (Letangule & Letting, 2012). Players have had to be more innovative and scanning the environment, adopting appropriate strategies that enable effective market targeting and customer engagement (Lwiza & Nwankwo, 2002).
1.1.1The Concept of E-Marketing
The Internet is the global 'network of networks" of interlinked computers operating on a standard protocol which allows data to be transferred between them. As an information exchange system, the most important aspect of the Internet is its connectivity, the ability to allow everyone to access the network (Young et al, 1999). The potential of using the Internet for marketing activities is derived from its general use as an information exchange system in the digital age. The information can be stored, indexed, retrieved, restructured and redistributed automatically by software and without human intervention. The Internet connects companies with companies companies with customers, and people with people without regard to time, space and hardware/ software platforms (Mathur et al, 1998). According to Mathias & Sahut (1999) Internet Marketing can be defined as systems that enable customers (clients) to access general information on an industry's products and services through a Personal Computer (PC) or other intelligent device or any industry activity held on Internet from promotion to sale.
Many tourism businesses nowadays are working towards incorporating sustainability into the core of their products. Quite often these products are the result of a well thought sustainability concept, and yet the entrepreneurs behind it fail to reach the marketplace, because they lack marketing expertise and knowledge of the tourism industry's distribution channels. These tourism companies, and particularly small firms from developing countries, suffer from poor targeting, market segmentation and positioning, low consumer product knowledge, and consumer risk perception (Marketing Intelligence 2003).
According to a global survey conducted by Agarwal, 2000, Internet marketing has the potential to reach a broader market but for the inexperienced tourism firms much training is needed, with priorities such as managing risk perception of consumers if operating their own website, to possibly paying high commissions for discounted last minute travel sites. More regulation of internet retailing will increase consumer trust and particularly help small firms. In addition, internet marketing helps firms to attract prospective customers who are already looking for the products and services that the firm offers, thus enabling the firm to bring in those prospects that are ready to make a commitment. Marketing a firm online with targeted pay per Click advertising allows the business to draw in those prospects that live within a certain area. Internet marketing also helps to draw in an increased number of site visitors who aren't fully committ...

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