MARKETING STRATEGY FOR AN E-BUSINESS FOR ENTERING THE KENYAN MARKET

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ABSTRACT
The purpose of this thesis is to find right entry points for Small and mediume–zise en-terprise (SMEs) entering an online market in Kenya. The recent information in Kenyan market shows that number of business are not meeting their objective goals if they stay in their traditional way of doing business despite of competition and as well customers or consumers are into online as a result of internet penetration in this economy. After the introduction of the internet, there is still a shortage of knowledge of e-business market strategies that could enable prospective companies to do business in Kenya. This study seeks to explain B-to-B online business in Kenya and identify access routes which SMEs can explore. Considering the weight of B-to-C as target point for many e-businesses, this study also took an elaborate view on this segment.

The qualitative method of research was used in this study; whereby, online question-naires with questions was sent to existing business in the Kenyan market. In this study, a scientific approach was also used in order to improve validity and credibility of sources of data. Results show that there is increasingly e-business activity in the Kenyan market and companies have had to blend traditional ways of doing business to the mod-ern internet supported approaches. The study aims to bridge an existing knowledge gap by offering possible recommendations for future use by SMEs targeting online business in Kenyan market. Target strategies will be discussed as in a real e-business practice, compared to theoretical part.



Keywords: Marketing Strategies, E-business, SWOT analysis, strategy identification and selection.


TABLE OF CONTENTS

1 Introduction
1.1 Backgrounds needs for research
1.2 Research problems
1.3 Delimitation
1.4 Research methodologies
1.5 Framework of the study

2          Theoretical background
2.1 Theoretical approach
2.1.1 Marketing analysis
2.1.2 Marketing segmentation
2.1.3 Marketing mix
2.2 SWOT analysis
2.3 Opportunities analysis
2.4 E-business in Kenya
2.5 Social facts on Kenyan market

3          Marketing strategies
3.1 Marketing entries and decision making
3.2 B2B and B2C approach

4          Research methodology and methods
4.1 Research approach methods
4.2 Validity and reliability of study

5          Empirical studies

6          Discussion

7          Conclusion
Reference
Figures
Tables
Appendix 1: An online survey Questionnaires


1 Introduction

E-business is an online retail market; the world has become like a global village, where-by businesses are done online due to an evolution of new technologies available. Com-panies are running less of their target objective goals, limited resources; introduction of surplus, opportunities available online and that’s why internationalization has been in-troduced in the market. According to different empirical studies, e-business has an in-creasing influence as a major player for a modern way of doing business. It has been found that a number of companies see opportunities in this changing environment, and they have either decided to do business online with the ultimate goal of meeting their objectives or integrated e-business as part of their strategies.

The market has changed so as to its landscape over the past years as a result of competi-tion and evolution of new technologies, emerging marketing strategies which have also been implemented to meet the needs of recent customers and consumers in all fields. Traditionally competitors in the market were focusing on quality of products and loyalty of customers; but the main idea is to satisfy customers in a way they wanted to be served using directly modes. For instance, customers have their own needs and wants, but the question is how to reach them and meet their needs in a realistic and most con-venient manner?

Marketing strategies have been introduced to act as map which includes identification of the market and their needs, then comes when to get there - means of reaching there and what to get from there. A large share of businesses seems to employ similar strategies in the beginning, but we have found that, strategic plans need to be made clear in relation to objectives goals of the market has in with time and demand. This significant element has been the missing link between businesses and clients thus hurdling the marketing process. Therefore, future focus for marketing strategy is the key idea for all companies; understanding of customer buying behaviour online and strategic imagination of deliv-ering good/services in a satisfied way which potentially would lead to positive results.

1.1 Background needs for research


The background needs for this thesis is to find marketing strategies for small and medi-um enterprises who want to venture into e-business in Kenyan marketplace. Kenya serves as one example of developing economies which has number of available oppor-tunities for e-companies and other investors. It is a great idea for e-companies to use the available opportunities in Kenyan economy. Competition in market nowadays is so tight, businesses are in the bottom line oriented; whereby, new innovative ideas are im-plemented every day giving no chance to a traditional way of doing business. Compa-nies are no longer meeting their strategic objectives goals if they hold onto their tradi-tional ways of doing business hence the resolve to use the gaps that are available online.

The research challenges for this thesis though is to find and identify strategic solutions to be used by SMEs when entering and doing their business in Kenyan market. Evalua-tion of new technologies have been promoted largely in the field of e-business in a greater way; factors like internet is used by online companies and their customers for communication, sales and promotion. There is a great expectation in the field of e-business in future with the size of demand and users arise every day. The traditional way of doing business is no longer incredible, the recent generation looks to be digital-ised; whereby, all activities concerned businesses are largely done online.

With the use of available information in Kenyan market will act as prove to companies who have intention of investing in Kenyan economy. Online business is seen to be the only opportunity for small and medium enterprises; because the transaction cost is less, low labor cost; reduction of physical movement as well accessing to international mar-ket is easier and first without trading barriers.

1.2 The research problem

The aim of this thesis is to find marketing strategies that satisfied SMEs when doing their e-business in Kenyan market. The research part will give comphrehensive infor-mation on mode of entries and e-models; to be used by small and medium size enter-prises, when entering and doing their business in online marketplace.

The research will focus not only on the existing e-business opportunities in Kenyan market but also the right entry points that are critical to driving business forward and also satisfying customer needs. It has been shown that companies fail to take into con-sideration variant needs that may applying in establishing an e-business. It is from this background of existing e-business verses opportunities that the research will be based on. While this research is carried to take advantage of available e-business opportunities in the market, there will be a question of why e-business entry modes are important par-ticularly when entering a growing market with huge population utilizing new technolo-gies as effective way of doing business. Indeed, small and medium size business are ready to venture into e-business because there are great opportunities in the domestic market and globally in future and offers single example as a country Kenya with fast rising economy globally apart from African market and Bangladesh.

The main research question are;

(i)                 What are the marketing strategies for an e-business entering Kenyan mar-ket?

(i)                 Which mode of entries is good for e-companies to use when entering Kenya market?


(ii)               Which e-model best to be used in Kenyan market?


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