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



THE ROLE OF ELECTRONIC MARKETING IN PROMOTING PERFORMANCE OF TOUR COMPANIES IN KENYA PRESENTED BY: NAMEREGISTRATION NUMBER 1. 2. 3. 4. 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 ACKNOWLEDGEMENTS 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. Table of Contents TOC \o "1-3" \h \z \u DECLARATION PAGEREF _Toc521516277 \h iiACKNOWLEDGEMENTS PAGEREF _Toc521516278 \h iiiDEDICATION PAGEREF _Toc521516279 \h iiiCHAPTER ONE: INTRODUCTION PAGEREF _Toc521516280 \h 11.1 Background of the Study PAGEREF _Toc521516281 \h 11.1.1The Concept of E-Marketing PAGEREF _Toc521516282 \h 11.1.2 The Concept of Organizational Performance PAGEREF _Toc521516283 \h 31.1.3 Tourism Industry in Kenya PAGEREF _Toc521516284 \h 71.1.4 Tour Firms in Kenya PAGEREF _Toc521516285 \h 71.1.5 Online Marketing in Tourism Industry PAGEREF _Toc521516286 \h 101.2 Research Problem PAGEREF _Toc521516287 \h 111.3 Research Objective PAGEREF _Toc521516288 \h 111.4 Value of the Study PAGEREF _Toc521516289 \h 11CHAPTER TWO: LITERATURE REVIEW PAGEREF _Toc521516290 \h 112.1 Introduction PAGEREF _Toc521516291 \h 112.2 Theoretical Foundations of the Study PAGEREF _Toc521516292 \h 112.2.1 Diffusion of Innovations Theory PAGEREF _Toc521516293 \h 112.2.2 The Wheel of Retailing Theory PAGEREF _Toc521516294 \h 112.3 Digital Marketing Platforms PAGEREF _Toc521516295 \h 112.4 E-Marketing strategies PAGEREF _Toc521516296 \h 112.4.1 Product Strategy PAGEREF _Toc521516297 \h 112.4.2 Price Strategy PAGEREF _Toc521516298 \h 112.4.3 Promotion Strategy PAGEREF _Toc521516299 \h 112.4.4 Place Strategy PAGEREF _Toc521516300 \h 112.5 Electronic Marketing Strategies and Organizational Performance PAGEREF _Toc521516301 \h 112.6 Electronic Marketing Practices, Competitive Environment and Organizational Performance PAGEREF _Toc521516302 \h 11CHAPTER THREE: RESEARCH METHODOLOGY PAGEREF _Toc521516303 \h 113.1Introduction PAGEREF _Toc521516304 \h 113.2 Research Design PAGEREF _Toc521516305 \h 113.3 Target Population PAGEREF _Toc521516306 \h 113.4 Sampling Design PAGEREF _Toc521516307 \h 113.5 Data Collection PAGEREF _Toc521516308 \h 113.6 Data Analysis PAGEREF _Toc521516309 \h 11REFERENCES PAGEREF _Toc521516310 \h 11 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 committed to making a purchase but who will, provided your web site is able to reel them in. In fact, compared to 2009 where 24 percent of connected consumers said they purchased airline tickets online and 17 percent made hotel/tour reservations via the Internet, intent to make travel arrangements online in 2010 has increased seven percentage points and nine percentage points respectively (Ngemu, 2005) 1.1.2 The Concept of Organizational Performance Every organization exists to achieve a particular goal. Organizational performance is the final achievement of an organization and contains a few things, such as the existence of certain targets, has a period of time in achieving these targets and the realization of efficiency and effectiveness (Bourne, 2010). Thus, organizational performance refers to ability of an enterprise to achieve such objectives as high profit, quality product, large market share, good financial results, and survival at pre-determined time using relevant strategy for action (Scupola, 2013). Performance provides the basis for an organization to assess how well it is progressing towards predetermined objectives, identify areas of strength and weakness and decide on the future initiatives with the goal of how to initiate performance improvement (Viswanathan, 2012). Organizational performance includes multiple activities that help in establishing the goals of the organization, and monitor the progress towards the target (Bourne, 2010). It is used to make adjustments to accomplish goals more efficiently and effectively. Organization performance is what business executives and owners are usually frustrated about. This is because even though the employees of the company are hard-working and are busy doing their tasks, their companies are unable to achieve the planned results. Results are achieved more due to unexpected events and good fortune rather than the efforts ma...
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