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Apa style dissertation e marketing the new way to make money-an investigation using a large commercial retailer (asda)

Apa style dissertation e marketing the new way to make money-an investigation using a large commercial retailer (asda)

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    Apa style dissertation e marketing the new way to make money-an investigation using a large commercial retailer (asda) Apa style dissertation e marketing the new way to make money-an investigation using a large commercial retailer (asda) Document Transcript

    • E-Marketing E-MARKETING: THE NEW WAY TO MAKE MONEY? AN INVESTIGATION USING A LARGE COMMERCIAL RETAILER (ASDA) Name: Grade Course: Tutor’s Name: (06 February 2011)
    • E-Marketing 2 Table of Content1.0 Introduction..............................................................................................................................5 1.1 Project Context and Background of the Study.......................................................................8 1.2 Audience for the Evaluation..................................................................................................9 1.3 Statement of the Problem.....................................................................................................10 1.4 Rationale..............................................................................................................................12 1.5 Research Questions..............................................................................................................13 1.6 Research Aims and Objectives............................................................................................14 1.6.1 Aims..............................................................................................................................14 1.6.2 Objectives.........................................................................................................................14 1.7 Scope and Definition............................................................................................................152.0 Literature review ..................................................................................................................16According to the statistics that have been done by the New York time that show the level ofthe accessibility of e-marketing among those company that are using this method showsthat very many customers are able to access these. The number of customer visiting thesesites is proportion to the number of people who buy online making such companies to earna lot of money. Considering four companies in United States including Wal-Mart whichcontrol Asda Store Limited in England, the New York times found that e-marketing makesat least two thousand five hundred data collection per user per month. This shows howsuccessful e-marketing is in terms of advertisement and response to the customers.Therefore, this increases the turn over of the company to almost four times the previousone.................................................................................................................................................16E-marketing is of various systems and this will ensure that the company concerned is ableto choose on the relevant method to use for their business enterprise in the pursuit ofmaking money. The following are some of the examples that are currently in use and theAsda store limited can adopt as they expand their e-marketing and in pursuit of capturing5% of 1.9 billion market sterling pound by 2012......................................................................17B2B (Business to Business) E-marketing...................................................................................17B2C (Business to Customer) E-marketing................................................................................17The Asda as the company that provides such system of commerce will have to providewebsites with visual storefronts and electronic catalogs showing all the prices and the colorof their goods and the services they offer. This sis to ensure that their customer is able toget the real picture of the product they offer before they place orders. They should also
    • E-Marketing 3ensure that they have interactive order processing to ensure that they connect theirpotential customer with their services when required. They will have finally to ensure thattheir electronic payment systems are secure and they are capable of supporting onlinecustomers incase of any issue that may occur during the transaction. By this, they are ableto ensure that they create interaction with customers increasing their sales and makingmore money for the company.....................................................................................................18B2E (Business to Employees) E-marketing...............................................................................18C2C (Customers to Customers) E-marketing...........................................................................19This system allows the customer to sell and buy from each other. As the case of the AsdaStore Limited, they are capable of buying and selling to retailers of the same capacity asthey are by using this system. The system will bring to them unknown and un-trustedparties together to sell goods and services to another. The method that has been used in thisis the EBay. ..................................................................................................................................19Through this method, the customers are able to rate each other making prospective buyersto know a certain person who has sold certain goods to many people, thus, know the mostpreferred goods in the market. Asda will be able to evaluate themselves from their currentposition in the market, as other customers will rate them according to the goods that theyhave bought from them. This will make them to put appropriate strategies to arrive at theirobjective by bulk sale. This will in turn make them get high sales turn over increasing theirbusiness.........................................................................................................................................19E-marketing method....................................................................................................................19 Advantages of E-marketing.......................................................................................................21 Accessibility...............................................................................................................................21 Provision of timely information.................................................................................................21 Customers confidence increase..................................................................................................22 Transaction medium...................................................................................................................22 Low establishment cost..............................................................................................................233.0 Methodology...........................................................................................................................26 3.1 Research design...................................................................................................................26 3.2 Population and sampling procedure.....................................................................................27 3.3 Data collection methods.......................................................................................................28 3.3.1 Primary sources...........................................................................................................28 3.3.2 Secondary source.........................................................................................................30 3.4 Data analysis and presentation.............................................................................................30
    • E-Marketing 4 3.5 Scope and limitation............................................................................................................31 3.6 Ethical consideration............................................................................................................334.0 Results and Analysis..............................................................................................................355.0 Discussion...............................................................................................................................386.0 Conclusion..............................................................................................................................467.0 References...............................................................................................................................49
    • E-Marketing 5 E-Marketing: The New Way to Make Money? An Investigation Using a Large Commercial Retailer (ASDA) 1.0 Introduction The digital age and technological advancements have brought new ways of life, earning,working but more interesting and important is the new way to make money. With thetransformation of the world to a global village the ways of doing things have changed with thechanging times and business has mostly benefited from the expanded markets. This has ensuedextensive competition which in return has brought about new methods of trading so as to makemore sales and remain afloat (Chaffey, 2006). E-marketing is a major invention in the world ofbusiness since it has brought about efficiency, greater targets, and has made businesses gobeyond borders. The increase in online trading in the world today has necessitated new ways of marketingto attract and retain customers as a way of surviving and positioning in business. With a click ofa button then one is assured to trade at home and get a variety of goods (Albee, 2009). E-marketing utilizes electronic media to carry out marketing activities and achieve theobjectives of the company. E-marketing include; internet marketing, mobile marketing,interactive marketing. Giant retails chains have adopted the new marketing style so as to remaincompetitive and sustainable. Retails shops such as Tesco, Walmart, Sainsbury and Asda haveadopted the marketing style which has made them increase their sales tremendously. The socialnetworks have aggravated the sales due to numerous people getting involved in such sites. Asda is a large commercial retail supermarket operating in the UK where is hasapproximately 17% of the market share in 2009. This means that it has competed effectively withthe market leaders Tesco. Asda has employed an efficient marketing strategy to survive in thechanging competitive market of UK. Established in 1949 its operations have remained
    • E-Marketing 6competitive especially in the most competitive sector of retail chains and seen the light of day inthe twenty first century which is characterized by the digital age (www.asda.com). Going hi-techhas been the mode of many business and many people trade online therefore creating a rich andvibrant market for the companies that offer better e-marketing products and services. According to Stokes (2008) technology has also expanded the horizons for the businessessince they are able to have efficiency and effectiveness in trading since the trading response isinstant. In tapping such potential retail giants have increased their market share and have theloyalty of the customers. The store images and positioning for the retail market operators hasbeen enhance since with the more clicks and sales they get they improve their image and attractmore goodwill from potential customers. A business is able to distribute information about itself and the products it trades in; italso uses the internet as a means to relate to the customers and also maintain the relationship asstated by Krishnamurthy (2006). The customers can be tracked and responded to appropriately toensure they are happy with the service and recommend other clients. The business is also able toensure that trading can be done online where they establish websites that will aid in themarketing. The trading must also ensure that the funds to be involved in the trading aresafeguarded and that it is done effectively and efficiently (Smith et al. 2002). The websites arealso designed to attract and retain potential customers who can sign up and become members. In order to have a successful e-marketing strategy the company needs to have effectiveauditing, objectives, strategies, tactics, and controls measures. In the audit the marketing planshould be able to expose the strengths and weaknesses, opportunities and threats and be able tocapitalize on them to make it effective (Chaffey, & Smith, 2008). The objectives should be smartto ensure maximum business and growth and sustainability of the business. The tactics should be
    • E-Marketing 7strategic and involve an e-marketing mix for the success of the business. The control should beable to take charge in measuring the performance of the plan and be able to change any negativeeffectives. Asda as a case study will help evaluate the extent of e-marketing strategies that have beenapplied by the large commercial retailers. Benefits from the strategy are worth identifyingespecially those got from a web audit including pay per click adverts, email marketing, text linkadverts, website designs, and online magazines. Asda as a large commercial retailer hascontinued to withstand competition in the UK market especially from Tesco and Sainsbury. Its e-marketing strategy has been identified as a way to explain the effectiveness and benefits of e-marketing. It helps to analyze the advantages and disadvantages of the systems and other waysto increase sales and consequently profits (Smith et al. 2002). Asda deals in a range of productsand services including; household goods, electrical products, entertainment, books, furniture,gifts, groceries, music and games among other. This means that it is an all in one shopping spotfor all customers interested with a range of products and services on offer. There is also deliveryof orders to their clients that makes the marketing strategy appealing and attractive to manycustomers (Chaffey, & Smith, 2008). The industrial and competitor analysis in the retail market is mainly dealt with includingthe e-marketing mix for instance, the product, price, promotion, and distribution. Geographic’sand company structure, and Geographic’s and psychographics in the market will be identifiedand the positioning and store image among the existing and potential customers (Krishnamurthy,2006). The study includes a macroeconomics examination e.g. political, economic, social,technological and environmental condition of the strategy of e-marketing.
    • E-Marketing 8 A website audit is very essential where website usage, and navigation, layout of the homepage and the website browsers, easiness of obtaining information search engine optimizationidentified will be essential in the investigation of the new ways to make money in the digitalworld. 1.1 Project Context and Background of the Study Marketing has been a very effective strategy in the world today since it has driven themost important part that provides revenue to the business. With effective marketing strategies thebusiness is able to expand its revenue through numerous sales. Marketing is a process where thebusiness is able to research the market, sell the products and services through various plans toaugment sales. The need for marketing in any business cannot be compared with otherdepartments since it is vital and revolutionary (Chaffey, & Smith, 2008). Good marketingstrategies when be implemented effectively ensure that the business is able to earn a marketshare and position itself in the market. E-marketing on the other hand is an improved method ofthe manual marketing strategy which forms the basis of the study. Marketing has been used togenerate sales tactics, business development, and business communication. Retail chain shopshave been caught up with stiff competition in the markets; the need for a renew strategy thatmakes them profitable. They have resulted to e-marketing as a remote technique in reaching amassive number of clientele as a way to make sales and also attract more customers. They haveaimed to create a store image for themselves and an effective way to reach their customers. Inview of the fact that marketing strategies has created a new way of shopping in the digital ageand that they have created a way to rejuvenate their sales it creates a background of the study.The study builds on the issue of e-marketing, how it operates, when it is best, and the logisticsinvolved in its implementation, and the fruits that will be reaped from the strategies.
    • E-Marketing 9 Marketing will involve make out the customer, gratify the customer and most of all retainthe customers persuaded. The concept of e-marketing has enable retain chains to achieve theirobjectives of large volumes of sales, and built on the strategies for success and great profitability.The aim of e-marketing is to target a mass market where they are concentrated and using waysthat they easily understand and are convenient to them. The clients nowadays have beenconcentrated in the internet where social sites and company websites are visited frequently(Smith et al. 2002). Tapping such an extensive market will ensure volumes of sales and suchconcepts have been applied by online selling companies where products and services have beentraded online. In tackling the topic ‘E-Marketing: The New Way to Make Money?’ The studyunveils the concept of e-marketing and how businesses can be able to apply it and be successful.It conducts an Investigation Using a Large Commercial Retailer, in this case Asda and the way ithas applied the strategy and benefited from a large client base. 1.2 Audience for the Evaluation The study critically evaluates the Asda retail giant on its implementation of the e-marketing strategy in their quest to compete with rival chains such as Tesco and Sainsbury. Theprevious, current as well as future marketing strategies are evaluated so as to help understand theconcept and help in recommending the best way forward for other businesses. E-marketing isalso evaluated where the strengths, weaknesses, opportunities and threats are analyzed. Thestrategy’s advantages and disadvantages are evaluated so as to make sure the strategy applied isclearly known to the implementers and potential users. The processes involved in e-marketingfrom the identification of the customer to the satisfaction of the customer till the point of salewhere customers make the payments are analyzed to ensure that the system is clearly understood.This will help in making any required adjustments to the strategy that will improve the strategy.
    • E-Marketing 10 1.3 Statement of the Problem For any business satisfying the clients is a major objective so that they are able to attractmore and retain the already existing ones. With an efficient and effective marketing strategy thisis possible even to the extent of positioning and establishing a store image for the business. Thiswill make the business grow and become sustainable. It will ensure that it has a competitiveadvantage over the other businesses and be envied for its success and establishment (Stokes,2009). Businesses have evolved in terms of their marketing strategies in terms of theirorientation and profit drivers over time. At some times the strategy may be on the productionwhere they aim on the production methods to provide the profits to the business. Others focus onthe products where they focus on making quality get the profits for the business. Businesses mayalso focus on selling the products where the methods of sales will determine the sales made bythe business. In addition, marketing has been used as an orientation where the businesses focuson the needs, wants, and satisfaction of the customer. Marketing has been applied by manybusinesses today in a bid to make themselves known and creating a market niche. Business have realized that in order to be at a competitive advantage they must focus onmaking the customer satisfied not only through the quality, production process, or selling butalso through treating the customer as the king. This makes the customer feel appreciated andimportant hence attracting him and many more to the system. So as to achieve this, marketingstrategies for instance e-marketing are applied by the business. The viability of the strategy of e-marketing is the subject of study in this research; this means that the businesses in question areevaluated especially with the invention of the internet and the numerous developments of onlinetrading. It focuses on the large commercial retailers since they face a lot of rivalry from other
    • E-Marketing 11companies in their quest to build themselves and establish a niche in the markets and a storeimage (Stokes, 2008). The study investigates the relationship marketing, business marketing, social, andbranding orientation of the e-marketing strategies and how they are able to operate and becomelarge commercial retailers. The whole operations must be identified and critically evaluated sothat businesses intending to pursue this strategy may have the background information on howlarger commercial retailers made it in the market. Asda has been identified since it has become very successful through the e-marketingstrategy which once proved to be negative to the management but with more emphasis it grew tomake large volume of sales. ASDA has been able to establish an online trading system wherecustomers can shop right at home at their convenience and at the best rates conveniently. Theproducts involved include electrical products, furniture, sports and leisure equipment, jewels andwatches, gifts and party stuff among other. The problem of the study is to identify the best strategies of e-marketing and make themapply to other businesses that would like to implement such strategies. It identifies the Asda’sstrategies as a large commercial retailer and some of those applied by their rivals such as Tesco,Sainsbury, Waitrose and Ocado. Through the identified strategies the application in the actualprocess and the methods of implementation are evaluated; this will involve making purchasesthrough the retailers and talking to customer support to establish the products and modes oftrading. Asda’s history will be unveiled and analyzed so as to understand the current position andtheir numerous campaigns and advertisement efforts to woe customers to their sites. Theindustrial and competitor analysis will also be done as well as the e-marketing mix i.e. theproduct, price, promotion, and distribution.
    • E-Marketing 12 The current target markets data which includes Geographic’s and company structure, andGeographic’s and psychographics in dealing with the markets will be identified. It also identifiesthe positioning and store image among the existing and potential customers, together with themacroeconomics for instance the political, economic, social, technological and environmentalcondition of the strategy of e-marketing. In order to have a comprehensive research a websiteaudit is necessary where the website usage, and navigation, layout of the home page and thewebsite browsers will be identified. In addition, the easiness of obtaining information, thecosting of the website and search engine optimization and the presence of information that isoutdated will be inspected in the sites. The marketing strategy will involve identifying the objectives, vision, mission andmethod of segmentation, i.e. positioning and differentiation. In the evaluation of the financialbenefits the budget analysis will involve the use of pay per click adverts, email marketing, textlink adverts, website designs, and online magazines; this will indicate the contingency planadopted by the business. 1.4 Rationale ‘The New Way to Make Money’ drives the theme of the research where the developmentof e-marketing has been identified and is being evaluated if in deed it is an appropriate way toconduct business. The major aim of businesses is to make profits which are generated from sales;the more the sales the higher the revenues in a business. The study tries to build on theadvantages of e-marketing such as cost reduction through use of electronic media, quick and fastresponses, and high interaction among others as a way to evaluate the strategy of e-marketing(Smith et al. 2002). It takes in to consideration large commercial retailers since they offernumerous products and are easy to identify.
    • E-Marketing 13 The benefits versa vice the risks involved are evaluated to approve the e-marketingstrategy. The use of web audit, e.g. website usage, and navigation, home page layout and thewebsite browsers identification, updating of information, the easiness of obtaining information,the costing of the website and search engine optimization; customer support and budget analysise.g. pay per click adverts, email marketing, text link adverts, website designs, and onlinemagazines are done to establish the costs and benefits and identify the actual situations. Asda is used as the case study in the evaluation where it is evaluated against its rivalssuch as Tesco, Sainsbury and Morrisons. Asda marketing strategy in e-marketing and itsadoption from Wal-Mart is identified among other ways it uses to market itself including thesocial networks in the internet. The Asda website is also visited and analyzed appropriatelywhere even buying is done and the customer care contacted. The going through the process of buying will be important in having the first handinformation on the products and services provided by Asda. Social network identifications of thewebsites such as the likes on the Asda’s facebook page and the follows on the twitter page willalso assist in identifying the spread of the commercial retail giant strategy. If Asda has beensuccessful in establishing 17% market share in a very competitive UK market with the help of e-marketing then the rationale is to evaluate its viability as the new way of making money. 1.5 Research QuestionsTo investigate the extent to which e-marketing has been applied in the large commercial retailersTo investigate the effects of e-marketing on customer behavior and how it enhances theknowledge of the productTo investigate e-marketing strategies applied by ASDA e.g. online advertisements, e-mails, web-casting and online social networks and communities.
    • E-Marketing 14To investigate the impact and contribution of e-marketing to ASDATo conduct a web audit on the ASDA websiteTo investigate the efficiency and effectiveness of e-marketing as applied by large commercialretailersTo conduct a website budget analysis on ASDA and the strategies applied for e-marketingTo find out if e-marketing has contributed to ASDA’s market share, positioning and store image 1.6 Research Aims and Objectives 1.6.1 AimsThe study aims to analyze the e-commerce strategy in order to establish its viability as a newway to make money for businesses.It aims to establish the e-marketing strategy of ASDA and how it has helped the largecommercial retailer achieve increased sales.It aims to establish the costs and benefits involved in the establishment of a website that iseffective and efficient.It also aims to evaluate the e-marketing strategy and recommend it to businesses especiallyretailers for implementation. 1.6.2 ObjectivesTo investigate the growth of online marketing services in the commercial retail sector.To find-out the e-marketing strategy i.e. B2B (Business to Business), B2C (Business toCustomer), B2E (Business to Employees), and C2C (Customers to Customers) applied in theretail markets.
    • E-Marketing 15To investigate the use of the e-marketing strategy and the adoption of the strategy by thecustomersTo investigate the impacts of e-marketing strategy on the consumer purchasing behavior and theway it improves the knowledge of the product. 1.7 Scope and Definition The study encompasses the issue of e-marketing and focuses on the large commercialretailers. A case study of ADSA is analyzed to help identify the operation and management ofthe strategy and how it helps in making money. Online trading is incorporated as an example toexplain the market performance, effectiveness and efficiency. The advantages and disadvantagesof e-marketing are identified which helps the business to evaluate whether to adopt or postponeits implementation. E-marketing is the achieving marketing objective and functions through the use ofelectronic communication technology or the internet. The development of informationtechnology and the internet and its adoption in businesses such as Wal-Mart and Tesco isidentified as a major factor towards their success. The contribution of e-marketing to the growthand development of a business is emphasized in the study. Electronic marketing is a modern wayof transacting i.e. buying, selling, tendering for goods, services, information and ideas throughthe internet. The study investigates the use of E-business, E- Commerce, E-marketplace, Mobilemarketing and Electronic platforms in the retail markets.
    • E-Marketing 16 2.0 Literature review E-marketing can also be referred to use internet marketing, digital marketing, and webmarketing, or online marketing (Godin, 1995). This is a form of marketing of goods and servicesover the internet in pursuit of covering a wide range of market in order to make more money forthe business. It is a wide scope of market as it involves all the marketing procedure that involves email,electronic customer relation management (ECRM) systems and wireless media. These are allclassified as E-marketing. E-marketing is done through technical integration of internet concepts,development of the designs of sales as well as advertising and selling process. It also involvesplacing of media in different sites in conjunction with customer engagement cycle to ensure thatthey are in direct contact with them. This is made possible by search engine marketing (SEM),search engine optimization (SEO) specific websites among many strategic sites to ensure thatcustomers are able to access such sites (Chaffey & Smith, 2008). According to the statistics that have been done by the New York time that show the levelof the accessibility of e-marketing among those company that are using this method shows thatvery many customers are able to access these. The number of customer visiting these sites isproportion to the number of people who buy online making such companies to earn a lot ofmoney. Considering four companies in United States including Wal-Mart which control AsdaStore Limited in England, the New York times found that e-marketing makes at least twothousand five hundred data collection per user per month. This shows how successful e-marketing is in terms of advertisement and response to the customers. Therefore, this increasesthe turn over of the company to almost four times the previous one.
    • E-Marketing 17 E-marketing is of various systems and this will ensure that the company concerned is ableto choose on the relevant method to use for their business enterprise in the pursuit of makingmoney. The following are some of the examples that are currently in use and the Asda storelimited can adopt as they expand their e-marketing and in pursuit of capturing 5% of 1.9 billionmarket sterling pound by 2012. B2B (Business to Business) E-marketing This involves supply chain technology that involves using of the internet technology inbuying and selling of goods and services from one business sector to the other. In this form of E-marketing, there is involvement of the electronic business market place as well as direct linksbetween the businesses that are transacting together. Through this method of commerce, AsdaCompany has the ability to secure internet and intranet of their customers and their suppliers toensure that they transact their business with ease. They are also supposed to offer electronic data interchange with their business partnersand suppliers through the internet or intranet to support computer-to-computer documentexchange. In this system, Asda stores limited is able to implement its business to its establishedtrusted working relationship between each other. By using this method of E-marketing system,they are able to increase their sales turnover increasing the profit (Godin, 1995). B2C (Business to Customer) E-marketing This system helps the customers to buy the goods and services through the wed from theretailers as Asda store limited through the adverts posted in the web. The transaction usuallyhappens to an unknown people who the business cannot have a capacity to trust them very much.Therefore, more effort should be put in place to ensure that the company is able to capture morecomprehensive and relevant information from the buyer before any transaction is made. The data
    • E-Marketing 18of the customer who is buying online is taken and verified before orders are fulfilled to avoid anydiscrepancies. This makes this method to be a little tedious to deal with as compared to B2Bsystem. The Asda as the company that provides such system of commerce will have to providewebsites with visual storefronts and electronic catalogs showing all the prices and the color oftheir goods and the services they offer. This sis to ensure that their customer is able to get the realpicture of the product they offer before they place orders. They should also ensure that they haveinteractive order processing to ensure that they connect their potential customer with theirservices when required. They will have finally to ensure that their electronic payment systemsare secure and they are capable of supporting online customers incase of any issue that mayoccur during the transaction. By this, they are able to ensure that they create interaction withcustomers increasing their sales and making more money for the company. B2E (Business to Employees) E-marketing This is a system where by the employee are able to do requisition of supply with thecompany online within the capacity of his/her job. The employees are able to requisite what theyrequire in their place of work without involving so much human resource. The order they placecan be checked electronically and the supervisors are able to control the requisition especially inthe time that they exceed the normal ones online. The system help the employees to access their counterpart records and update themappropriately. According to Smith, et al 2005, the system is used internally by the employees inthe company, has little to do with the commerce but help in fast executing of business idea, andensures that certain delivery is made faster than it could have been done in a normal case. Thiscontrol the amount of resources used in the company and hasten the logistic issues shortening the
    • E-Marketing 19length of communication in the company and transportation of the required materials henceshortening lead time required for the product to be delivered. This process will ensure that theAsda Store Limited will decrease their expenses making their low price product slogan tocontinue and still earn lots of money in their business. C2C (Customers to Customers) E-marketing This system allows the customer to sell and buy from each other. As the case of the AsdaStore Limited, they are capable of buying and selling to retailers of the same capacity as they areby using this system. The system will bring to them unknown and un-trusted parties together tosell goods and services to another. The method that has been used in this is the EBay. Through this method, the customers are able to rate each other making prospective buyersto know a certain person who has sold certain goods to many people, thus, know the mostpreferred goods in the market. Asda will be able to evaluate themselves from their currentposition in the market, as other customers will rate them according to the goods that they havebought from them. This will make them to put appropriate strategies to arrive at their objectiveby bulk sale. This will in turn make them get high sales turn over increasing their business E-marketing method According to Albee 2009, use of E-marketing will improve on how marketing of goodsand services were initially done by the Asda. According to the research done, E-marketing isrelatively cheap and the channels used are user friendly. Therefore, company will benefit oninexpensive distribution of information to different virtual locations at the same time,Information will be accessible by most people online unlike if the advert was placed in the printmedia, video or radio. This makes the company’s product to be relatively cheap and thusaffordable by wide scope of customers increasing sales.
    • E-Marketing 20 They also increase the accessibility of the information of the Asda products to itscustomers in relation to the traditional mode of advertisements, which is one time method.Therefore, tradition methods created a chance of some not accessing it, as it may sometime notbe timely making some people to miss it. However, by use of E-marketing marketing, the advertisement will always be online aslong as it is updated. E marketing is not limited to geographical region. The E-marketing can bealso be personalized and Asda Stores Limited can as well send their quotation to individuals whowould have prescribed for news update over the website or even forward to email addresses ofthe customers who they would be having their contacts (Chaffey, 2006). Such personalized messages are very effective as the customers feel attached to thecompany or business, which keeps on updating them on the offers or new products that theyhave. Therefore, by Asda Stores Limited embracing E- marketing, they will enable the customersto feel that they are stakeholders in their company, thus winning their confidence. Use of E-marketing will enable the company to keep a lot of information concerning the marketingcampaigns (Stokes, 2009). This is because they will be able to offer customers opportunities to provide theirfeedback online. The feedback collected is essential in guiding them on areas where they shouldimprove and get to understand the views and opinions of the customers. In return, they will beable to have intensive plan in delivery of their goods and services and they can be able toimprove their design to meet customers taste and preferences especially in this era ofglobalization. By doing all this, they will have created a channel where they are able to disposetheir goods and in turn get appropriate return.
    • E-Marketing 21 Advantages of E-marketing Accessibility According to Stokes 2008, use of E-marketing in advertisements and listing of goodsbeing sold on the website will enable customers to access Asda goods and services with ease.They will be able to use online query utilities, which will guide the customers to have fastcontact with the company. When searching, customer will be allowed to narrow the criteria toselect only the goods or service they need. They will be able to specify on the type of many goods that they will require, when theyrequire it, the location of their place and the amount of the goods and service they require. Withsuch ease searching features, Asda company will saves on time and will be able to tacklecustomer issues with ease due to receiving comprehensive information from their client. Whenthe customer gets appropriate service from them, they will always ask for more due to theefficiency attached therein. This will in turn make the business to grow and expand meeting theirpostulated market share by 2012. Provision of timely information E-marketing will enable Asda Stores Limited Company to take advantage of the utility inthe website to search, disseminate and organize information, which they have received from theirclients with ease. Information management is very vital to the company, as the management willuse such information to make marketing decisions to meet their plans. The system has highcapabilities of interactivity and the company will be able to provide information promptly ondemand. Marketing, dairy operations of the business and its strategic directions will be enhancedthrough the marketing information available from the field through the online means.
    • E-Marketing 22 The E-marketing method will enable the company to have correct information regardingthe market and are able to change on it with ease as updates can be done promptly (Hart &Daoust 2006). This will ensure that the customers will always get first hand information from thecompany making them budget their purchase appropriately. By this, the company will getcustomers boost making money through boom sale of their products. Customers confidence increase Online marketing will help the company provide perceptual experience to the customers.The experience provided is much better and superior to the print media one. The onlinemarketing will enable them to post such comprehensive adverts as videos and power pointpresentation making the customers have a real touch with their services and goods. The qualityof the pictures that can be posted on the internet is higher and less expensive compared to theprinted ones. Especially with the emergence of technology on daily basis for example High Definitionpresentation of graphics, the customers are capable of experiencing the real business of thecompany and this will make them be more confident with Asda services and goods.Consequently, the company will experience a great improvement in their market share increasingtheir sales turn over. Transaction medium The system embedded on the website not only does it serves as a marketing tool but alsoa medium which the customers and the company are able to transact using it. The customers willbe able to log in the Asda website and submit their order requests. The company will be able toprocess these orders in conjunction to customers’ request and act on them immediately providinginformation to their clients on when the services and goods will be provided. By transacting
    • E-Marketing 23online, it save the company administration costs of hiring more staff to attend to queries of thecustomers or even key in the details of the orders being requested manually when eachtransaction is made. Once the orders are requested online, the details of the orders are already captured in thedatabase of the company and it prompts the employees who are in charge so that they would beable to prepare the orders and deliver them in time. According to Krishnamurthy 2006, thisincreases the efficiency of the company in terms of service delivery and in transaction process.By this, the company is able to attend a wide range of the customers where more cash is gotten.Therefore, by e-marketing method, the company is able to increase its turnover. Low establishment cost Establishment of E-marketing service is much lower as the company will need to setup anonline application of a website, which will be connected, with the back office application.Development of an interactive website is much user friendly and easier for the company toincorporate it in its advertisement operations. Cost of running marketing process will also besubsidized, as very few people will be needed by the organization to run all the advertisementoperations of the company. Much of the operations are left to be done by the system. Thisbecome more effective and reduces the expenses of the Company outsourcing many marketingpersonnel as most of the work is delegated to the computers. E marketing will help the company to automate almost all its processes in the transactionssector. This will help reduce human intervention increasing the effectiveness of the company inthe way they handle company issues and their services and goods delivery. They will ensure thattheir systems multitask, as they will serve as a marketing tool and a medium of transactions. Thiswill reduce the cost of manual handling consequently reducing systems operations cost
    • E-Marketing 24(Krishnamurthy 2006). Hence, it is economical, as it will make the company to spend less in itsoperational cost. This will in turn increases the revenue collected and profit that the companygets at the end of the financial year. Disadvantages of e-marketing This method of marketing ids not free and come with price attached. The company mustincur the cost of soft, hardware, deigning of web site, maintaining of the site as well asdistribution cost. The time to carry out all this process must be factored in, in the productionprocess. This will make the company to ensure that they make their overhead cost calculationsappropriately to ensure that they are operating at a profit. The e-marketing requires well-trainedpersonnel to ensure that right commands are executed to keep customers in touch with the rightinformation and avoid miscommunication and information alteration (Hart & Daoust 2006). The numbers of the house hold shops that are connected online are very few. Thus, thecompany is only connected to very little business reducing the business to business e-marketingmethod. This if not well planned may make the company to invest more in this only to realizethat the return on investment is very low. Generally, many people mostly regard internet as a source of information and not atransaction site though this is changing with time. Therefore, information that may be gotten onthe number of the people visiting the company’s site as being proportion to potential customersmay be misleading. Potential customers in most cases will be motivated by buying in personfrom the stores. Therefore, for small business where there is few or one business, it will deter thecustomers from buying the goods. A lot of supervision is required in the advertisement that hasbeen placed on line. This is to ensure that there do not become outdated. Therefore, timelyupdate of the goods and services offered on line should be regularly checked.
    • E-Marketing 25 According to Stokes 2008, the online marketing lack the old customer care service thatcustomers used to enjoy. Most of the marketers using this method of marketing; has limited or noservice inquiry response programs. Therefore, customer visiting the company’s site will havepainted the picture of lack of good customer care service long before they visit the premise. Theother problem that the web market has is lack of enough navigation making it very hard for thecustomer to access easily the information of the goods and service they are looking for. This isbecause, the web sites that are created are marketing oriented and fails to integrate customer inthe end. Competition is another critical issue in E-marketing (Chaffey, 2006). Therefore, so manysuites in the web are posing unnecessary competition to one another. Customer will have openedvery many sites before getting to the company’s site and therefore decreasing the chances ofthem seeing the advert unless posted at a strategic point. By looking for such sites, more moneyis required therefore increasing production cost. Many of the visitors of the site require having something for free to attract them to thesite. This makes the company to feel the pressure to create other thing apart from marketedgoods that require more resources. Therefore, in using of E-marketing, Asda Store Limited has toconsider all the advantages and disadvantages when choosing this method as marketing strategy.The best thing with the above disadvantages is that they can all be overcomed. The only thingrequired is for the company to do their research well and integrate the customers with theirbusiness through this method marketing. In this, they will increase their sales making goodmoney.
    • E-Marketing 26 3.0 Methodology This chapter describes in details the research methodology, the manner with which thestudy was carried out. In addition the issue of qualitative and quantitative methods employed inthe study is brought out clearly, the entire mechanisms used to indentify the sample, mechanismsof data collection, analysis and finally interpretation of the results. The study sought to explain e-marketing being the new way to make money. An investigation using a large commercial retailer(ASDA) Additionally, the e-marketing advantages and disadvantages were of interest to theresearchers. The research will also bring forth the advantages as well as disadvantages associatedwith e-marketing. The study will put forward recommendations that will help organizations thatare in need of how to successfully integrate e-marketing in their business to utilize technologicalinnovation to cut them an edge in this competitive business world. Secondary sources of datawill be used to collect the required data; the data will be from literature such as Academic Books,Journals, E-databases, short articles, theses and dissertations, and conference papers. Bothqualitative research methodology and quantitative methodology will be used in carrying out thisresearch (Creswell, 2003). A case study i.e. ASDA, will also be used to solicit for relevantinformation. This provided me with an opportunity to come up with suitable information that Ican bring forth relevant recommendation. Data will be analyzed and presentation done usinggraphs charts and tables where appropriate 3.1 Research design The research employed a mixed methodology. Theoretical research approach in whichthe goal is to prove/disprove a hypothesized truth or proposed future research plans that may becarried out in the future but not at the current moment. The choice of this method was as a result
    • E-Marketing 27of its cheapness. It is important to note that theoretical study calls for deeper digging of variousliteratures ranging from journals, publications, books, other forms of literature and from theinternet. What this implies is that most of the data required will be collected by perusing throughsecondary sources of data as compared to primary sources (Beiske, 2002). Qualitative research is also employed in the study; the approach seeks to contextualizethe research by immersing the researcher into the study scenario as well as with the studysubjects. Hypotheses are developed and data is collected and the results tend to be subjective. Acase study as a sub type of qualitative research is used to ensure that the study is flexible enoughto give the researcher room to investigate issues that were not previously thought of and could beworth being brought to light. It is worth noting that case study stimulate additional research oridentification of new phenomena. Additionally, it offers the chance to substantiate, challenge orcontradict some existing facts, opinions or ideas. However, according to Creswell, 2003 casestudy does have a number of limitations. These include biasness since the researcher is involvedin the study due top his own feelings or value of systems. In cases where information relied isnot documented but in human memory, the finding might not be authentic. 3.2 Population and sampling procedure The population of interest is the ASDA retail in United Kingdom in which desire samplewill be selected from. This is because they were in a better position to provide the necessary andrelevant information as regards e-marketing as being a new way of making money or not. Due tothe fact that the study cannot fully incorporate all of them, selecting a sample which willrepresent the whole population is always deemed necessary in such a study. The sample willhowever be selected randomly as this will give each and every targeted source of information anequal chance to be in the pool of those interviewed or given a questionnaires.
    • E-Marketing 28 Similarly, careful-biased sampling will be used; this ensures that specific individualsespecially head of units (production, marketing, accounts) and other top officials (branchmanager, IT manager) are selected to provide the necessary information. Studies identified forthe study will deal with learners and institutions which will be used to represent thecharacteristics of the population. Stratified random sampling will be used to subdivide(distinguish) between employees who have worked in the organization for over five years andless than five years. 3.3 Data collection methods The data required to fully address all the objectives and research questions will beobtained through perusal of secondary as well as primary data sources. It is worth mentioningthat before I embarked on collecting the required and necessary data I first sought permissionfrom the relevant authorities from the institutions and the retail. 3.3.1 Primary sources The primary sources of data collection to be used depending on where they were mostapplicable will include: interviews, observation and questionnaires. Questionnaires will also beused to collect relevant information; I will distribute them to respondent situated in the targetedinstitution of higher learning and would be collected later at an agreed date. According to Beiske,(2002) questionnaire covers a large population at a time as they would be distributed to differentparticipants at a time and be collected later or at the same day depending on the willingness ofthe responded in addressing the questions, due to it being standardized they are more objective,data collected from questionnaire are easy to analyze, due to familiarity with the tool, respondedwill not be apprehensive, it is also very cost effective as compared to face to face interviews, thetool also reduces bias (Yu & Cooper, 1983).
    • E-Marketing 29 According to Creswell, 2003 the major problem with questionnaires as a tool of datacollection is that there is tendency of respondent to forget vital information, they may answersthe questions superficially when it is a long one, to counter this I will developed a short but veryinclusive questionnaire, due to standardization, there is no room for explanation incaserespondents misinterpret or do not understand the questions. Observation were also used, this seemed to provide more accurate information. However,this tool had some challenges. One with this kind of data collection analyzing data obtained formit prove in most cases to be a serious challenge. To counter this I opted to have qualifiedpersonnel that were capable of interpreting e-marketing. To supplement the two tools, interviews were also used. This was chosen because whenthe research will be done, as a researcher I will be able to have directs contacts with theinterviewee and obtain first hand information. Both the interviewer and the interviewee would beable to clarify on issues of the research done hence, being able to obtain information which iswell elaborated and authentic (Wiersma, 1995). It is also a flexible data collection tool as whenquestions when not well grasped by the interviewee I will be in a position to rephrase andelaborate them. Interview will allow me to learn about things and facts that cannot be observeddirectly and finally it adds internal viewpoints to outward behaviors. Despite the advantage mentioned, according to Creswell, 2003 it’s a slow methodbecause the process calls for interview of one person at a time, cannot fully trace events andtrends that occurred in the past concerning e-marketing. Additionally, interview is an expensivetool to use; it is also subject to respondent and interviewer bias which might jeopardize theconclusions arrived at if care is not taken at an early stage.
    • E-Marketing 30 3.3.2 Secondary source Materials from the library, internet and related research reports will be used to providethe required data and information concerning blended, traditional and e-learning. Internal sourcesto be sort after as the study is being carried include information compiled by the retail. Externaldata sources included information from the government sources, previous research studies andacademic institution (colleges and universities material related e-marketing as the new way tomake money or not.). The secondary sources will be essential to support what has been collectedin the primary data session i.e. from the observations, interviews, and questionnaires. More emphasis will be on journals that include past research on e-marketing and otherrelated studies with relevant data to the topic. The secondary sources sought after will be a basisof the research to be developed and litmus to whatever outcome that the primary data willpresent. Books will also be emphasized in view of the fact that the authors have publicationauthority to publish educational material that is correct and true. They will give informationrelated to the topic and clear on areas that need to be clarified. When collecting the information Iavoided at all costs since it will lead to distorted outcomes; bias will be much avoided if all thecollected data are supported by literature from the internet or past research where they will bebacked by evidence (Yu & Cooper, 1983). 3.4 Data analysis and presentation Data will be analyzed using non parametric statistics. The collected information will befiltered to clean it, modeling and transformation will be done in a way that will expose usefulinformation in drawing of conclusion and recommendation, then codification follows.Descriptive statistics will also be employed in analyzing the data; this will help in describing the
    • E-Marketing 31sample studied. T-test will also be used to test hypothesis and research questions for significancedifferences. As suggested by Pallant, 2007 to find out what are the significant issues (ranking theissues from the most significant to those not significant) concerning e-marketing and makingmoney, a principle component analysis will be carried out. Logical regression and correlationanalysis will also be done to see the relationship between e-marketing and making money in thecase of ASDA retail in United Kingdom a subsidiary of Wal-Mart. The reason for applyingthese analyses is to provide more accurate representation of the relationships between variables.Additionally, reliability analysis was to be carried out to establish whether there was internalconsistency between what was said about e-marketing and their contribution for it being a newway to making money (Tabachnick & Fidell, 2000). This method helped to examine therelationship between the dependent and the independent variables. In order to clearly show the relationship between the independent variables (applicationof e-marketing) and the dependent variables, this study made use of cross-tabulation method ofdata analysis. Cross-tabulation is a multivariate statistical method of data analysis used mostoften in marketing research. It will be easy to interpret. To establish whether there aresignificance differences on the reason that make e-marketing being the new way to make money,ANOVA analysis is used. The presentation of the results will be done by using tables, graphs andcharts (Pallant, 2007). 3.5 Scope and limitation The research has a global scope highlighting the characteristics of e-marketing being thenew way to making money. A number of limitations/constraints were anticipated in this studyand are discussed herein.
    • E-Marketing 321) Time constraints: I had to work under pressure especially where the sources of information gave me close deadlines, like in cases where interviews were used, and some respondents had just a particular time in which they were free. Also some respondents delayed with questionnaires2) Non cooperative respondents: Some respondents were suspicious and dared not to corporate in availing required business information /documentations. I had to employ a lot of tact to counter this in order to get information from them and dispel fears that were developed.3) Legal restrictions: I was unable to access some information due to legal restrictions and jurisdiction limits of businesses that only allow certain sensitive information to be accessed by specific people. In order to get a clear picture of this trend, I was needed to access even the company’s inventory accounts, capital accounts and other relevant ones that could give a projection of the changes that have occurred as stipulated by the research objectives. I had to convince certain premise that I had no intentions of making any legal implications with the information I collected from them before I could win their policies.4) Financial constraints: The research is an extensive one and involved use of funds in huge amounts Due to the fact that I was not funded, I faced a lot of financial constraints which I countered by choice of economically affordable involvements.5) Hostility: Some information sources and retail officials appeared hostile and did not readily give out the information I needed .In fact I had to employ all tact of oratory prowess to dilute this hostility.6) Ignorance: Some people and business units heads and employees seemed to be uninformed and could not therefore give me the required information as pertains to e-marketing as
    • E-Marketing 33 being the new way to make money. I had to give extensive elaborations and intended meanings of the questions directed to them, in order to face out their ignorance like in certain cases of interview, I had to use historical business events to remind them of periodic trends. 3.6 Ethical consideration Since the research involves human subjects, so there is need of high level of ethicalconsideration must be maintained. Some of the ethical consideration includes the following; thetargeted sample populations that will be involved in the study to provide relevant information areto be informed about the same in advance. The reasons for carrying out the survey as well ashow they stand to gain from the study will also be brought out clearly. Additionally, research ethics demands that the information be sought after by theresearcher will be provided in good faith, and voluntarily without any influence be it monetary orotherwise for instance giving of incentives, rewards, and gifts. It is important to note here thatthe rights and welfare of the participants involved in the study is protected and guaranteed. To dothis, their identities will be kept confidential. Additionally, the information collected whilesoliciting for data is to be kept confidential and opt not to be used in any other purpose apartfrom what was initially intended for. It is expected that the interviewees/respondents will beethical and provide accurate information to the best of their knowledge. This means that theyshould not knowingly give false full information. More importantly, I opt to be ethical in providing the participant especially therespondent’s guidelines and necessary information that are correct. Similarly, I should not bejudgmental on the information am provided with during the course of interview and should be asneutral as possible during the entire process. Lastly, there is need to omit any kind of personal
    • E-Marketing 34bias that might arise; this will be done at the end of the study. This is with the knowledge thatsuch bias can negatively impact on the statistical analysis.
    • E-Marketing 35 4.0 Results and Analysis In the literature review various data was collected which involved e-marketing and theapplication and benefits. According to El-Gohary (2006) article ‘E-Marketing - A literatureReview from a Small Businesses perspective’ in the International journal of business and socialscience, there are 99% of small and medium enterprises in Europe. The SME’s need to developand become large and competitively advantageous as the large companies; this means when theyapply strategies such as e-marketing they will grow immensely (Chaffey, 2006). They willchange the shape, magnitude and nature of the small medium enterprises since they will applythe internet and electronic marketing ideas such as intranets, mobile phones, and extranets intheir operations. In the year 2002 there was a total of 544 million people accessed the internet whichmeans the internet has great potential. When such potential is tapped the business stands tobenefit a lot in that they will be at a better competitive advantage. The internet will give aplatform to market and distribute products and services. The internet is cost effective and veryconvenient; this makes it easier for businesses to have a broad customer base, locate potentialand target customers, be able to identify and solve their needs. In the UK the retail market share is dominated by Tesco with a 27.1% stake of the totalmarket share, ASDA controls 10.1% of the share, Sainsbury controls 6.9% and Waitrose/Ocadohas a 4.2%. The issue of e-marketing is brought in to light since the market share controlled bythe online selling is larger at 10.1% while marketing without online trading at 9.5% in 2008. According to TNS Worldpanel report (2009) “the Great Britain Consumer Spend” in2009, the market share had gone up to 30.4% for Tesco, 17.5% for Asda, 16.1% for Sainsburyand 11.8% for Morrisons. The percentage is an increase 4.3%, 8.5%, 5.7%, and 7.2% for Tesco,
    • E-Marketing 36Asda, Sainsbury and Morrisons respectively. The consumer spending was at 6,453,370,3,411,938, 3,239,500, and 2,327,583. As explained in the book “e-marketing excellence: the heart of e-business” by Smith etal. (2002) in 1999 ASDA had information administration problems of undependable distributionof data and documents in its 230 stores. The managers kept on complaining of ineffectivenessand inefficiency in the transmition of data which was manual with some of the data was lost andarrives late in the management system. In that year an intranet was created to ensure theproblems were solved. The intranet developed to ensure the staff to access the merchandisebriefs, daily weather updates, press release, policies such as human resources, customer serviceinformation, reports, store performance, discussions, and self assessments. ASDA has many subsidiaries and alliance that require to be monitored to ensure success,and effective e-marketing and online strategy will guarantee all the subsidiaries remain efficientin their operations. The subsidiaries and alliances include; Asda Employee Share SchemesTrustee Limited, Asda Quest Trustees Limited, Asda Storage Limited, Asda Stores Limited,Corinth Services Limited, Gazeley Holdings Limited, McLagan Investments Limited, GeorgeDavies Holdings Limited, APS (Estate Agencies) Limited, Asda (Number 1) Limited, AsdaFinancial Services Limited, Burwood House Developments Limited, Company ChemistsAssociation Limited, The Burwood House Group Limited,The George Davies PartnershipLimited, and Wal-Mart (UK) Limited. In ensuring the customers and suppliers get what they want faster in the website themanagement has designed the website very effectively. There has been different product categories which include; Electricals, Furniture, Home,Toys, Baby, DIY & Motor, Sports & Leisure, Jewellery & Watches, Gifts & Parties, George,
    • E-Marketing 37Entertainment, Flowers, Optical, Pharmacy, Photo, and Travel. In doing this the customers areable to experience a shopping that is enjoyable and worth an experience to talk about andrecommend to friends, family, associates and all those close to them. The commercial retaileralso launched very efficient delivery methods where the customers are able to get whatever theyhave bought online within the shortest time possible. This is one of the methods of enhancing e-marketing for the company since the customer is well catered for.
    • E-Marketing 38 5.0 Discussion In establishing an e-marketing strategy the firms have to be strategic; the firm is bound toestablishing a working strategy. The strategy starts with a messaging i.e. an internal and externale-mails which makes them communicate easily with suppliers and customers. The second step isthe marketing and stocks and availability checks; this makes the customers and suppliers getinformation and access to the business dealings. The third steps are the online ordering wheresuppliers and customers have the opportunity to buy and sell whatever the business is offering(Smith et al. 2002). The fourth step is the online payment is made effective and efficient in a waythat buyers and sellers can trust the system. The fourth step is to monitor the ordering processand progress to make the process smooth and effective (Smith et al. 2002). The last step ismaking the business an e-business through the incorporation of all the aspects of online andinternet technology. The e-business strategy in addition require deep consideration , research,testing, planning, and implementation whether it is an introduction of a new brand, mixed modeclicks on website selling. The four major ways of participating in online trading are the transactional e-commercesites, for example asda.com, and tesco.com; services oriented relationship building websites,brand building sites and portal sites. The brand building sites are designed to support the offlinebrand to develop through the online trade. They include low value, high volume, and fast movingconsumer goods. Portal sites are information site which are frequently visited by online visitors,they include search engines e.g. Google and yahoo (Smith et al. 2002). Security is a major factor in e-marketing and the management must ensure that there isultimate security in the website. This will make the existing and potential customers be assuredthat it is safe and that they will not loose anything while trading. Such assurances will make even
    • E-Marketing 39a small and medium enterprise on the net boost its sales and even achieve to be a largeenterprise. Threats that must be avoided and guarded against on the business include credit cardfraud, distributed denial of service, cyber graffiti, alien computer control, chat roomundesirables, intellectual property theft, and competitive information. Credit card fraud is a serious threat since customers income is affected while there isfraud. Any cases of fraud detected may make the existing and potential customers flee since theywill fear to be swindled off their money. Having their credit cards used by other persons withouttheir assent is betraying the trust. The cases of swindling are almost half in the internet to thosewhich are genuine transfers or trades. Despite this risk ASDA has made their site safe making ittrusted by customers for all their retail purchases. Distributed Denial of Service (DDOS) is ensuring the site is kept of hackers. The siteshould have ways of detecting hackers and denying them the access to conduct any illegalactivities in the site. The DDOS ensure they detect the hackers’ network routers from their sitesand shut down the sites (Smith et al. 2002). Cyber graffiti involves hackers altering the business website and inserting falseinformation and defaming images and testimonials. They can even direct the visitors of thewebsite to other sites that may cause harm to them. When hackers detect large commercialbusiness website they may want to make the maximum out of it. They may put up sites toconfuse the users and even end up confusing and stealing from them; this dents the image of thewebsite. For example changing the website slightly making it similar to the business’s; forinstance looking at asda.com and asdas.com hasty users may not detect the graffiti (Smith et al.2002).
    • E-Marketing 40 Alien computer control; when the business has internet connection the users can accessthe information from other computers. This makes the website be vulnerable to hackers withmalicious. They can access the network especially when it is poorly secured; though networkscanning equipment they can detect the poorly secured systems which will make them control itfor selfish gains. Without authority the hackers may invade the chat room; these are chat roomundesirables. They act as cyber graffiti and they may even post defamation messages, imagesand arguments on the business websites for malicious reasons. They may send certain messagesto phones, accounts and e-mails of the users that may make the customers rethink theirparticipation in the trading with the business. Copyrights have been a subject of controversy overthe years; where persons have been identified to have stolen intellectual property rights ofbusiness, music or information (Smith et al. 2002). Pirates continue to use stolen rights for theirown benefits especially in the internet. To avoid this, businesses needs to keep watch at everytime, for instance searching for the use of the property rights in search engines. Competitiveinformation can be experience when the property rights are stolen; this include information fromthe company that may assist the competitors have a competitive advantage (Smith et al. 2002).For example the information of customers may be stolen and then approached to join otherbusinesses. This is unfair competition and fraud which is also a threat to e-marketing.
    • E-Marketing 41Figure 1: showing the contribution of online trading to the business. (Source: Smith et al. 2002) The figure above shows the average expected increase in the proportion of consumerswhen the strategy of e-marketing is applied. The figure shows the gradual increase in the onlinerevenue, online promotion contribution, influence information access and buying and onlinesales. The period given is ten years which gives a great increase in proportion of the customers.The increase is not meant to be immediately after the introduction of the e-marketing strategyrather it takes time to sell the website and for it to be known. On the other hand, the strategyshows a sustained increase owing to the trust and confidence build by the customers. The above argument can be explained by the Wal-Mart report (2004)(http://media.corporate-ir.net/media_files/irol/11/112761/reports/wmt_040704.pdf) where theretail chain continues to enjoy sustained growth and development. In the net sales the figurestood at $256,329, $229,616, $204,011, $180,787, $156,249, $130,522, $112,005, and $99,627in the year 2004, 2003, 2002, 2001, 2000, 1999, 1998, and 1997 respectively. The net salespercentage increase was 12%, 13%, 13%, 16%, 20%, 17%, 12%, and 12% in the year 2004,
    • E-Marketing 422003, 2002, 2001, 2000, 1999, 1998, and 1997 respectively. The year experienced the highestpercentage increase which was the year ASDA was incorporated into Wal-Mart. The net income also increased to 9054, 7955, 6592, 6,235, 5,324, 4,397, 3,504 and 3,042in the year 2004, 2003, 2002, 2001, 2000, 1999, 1998, and 1997 respectively. The Per share ofcommon stock: Income from continuing operations, diluted also increased by 2.03, 1.76, 1.44,1.36, 1.21, 0.95, 0.76 and 0.65 in the year 2004, 2003, 2002, 2001, 2000, 1999, 1998, and 1997respectively. The Dividends increased by 0.36, 0.30, 0.28, 0.24, 0.20, 0.16, 0.14, and 0.11 in theyear 2004, 2003, 2002, 2001, 2000, 1999, 1998, and 1997 respectively. The Shareholders’ equity also increased by 43,623 in 2004, 39,461 in 2003, 35,192 in2002, 31,407 in 2001, 25,878 in 2000 21,141 in 1999. While the Return on Shareholders’ equitystood at 21% in 2004, 21% in 2003, 19% in 2002, 21% in 2001, 23% in 2000, and 21% in 1999.Consequently, the Return on assets stood at 9%, 9%, 8%, 9%, 10%, 10% and 9% in the year2004, 2003, 2002, 2001, 2000, 1999, 1998, and 1997 respectively. The security of the website as sited earlier is of great importance; the technological,physical and procedural controls for the business website. They include; contracts, trend andexception monitoring, public key technology and cryptography, intrusion detection routines,virus scanners, audit trails, and back-ups. Contracts are clauses that describe the process to be applied in securing the website. Theyare entered into with the companies that are protecting the websites. Trend and exceptionsmonitoring involves the customers of the business that must be monitored. Their trends in sellingand buying in the website should be predetermined to avoid strange and hacking messages thatmay cause the system to collapse. Public key technology and cryptography involves web serversand browsers being set up so as to encrypt and seal the contact by using standard techniques for
    • E-Marketing 43example SSL and SET. Public key encryption verifies the identity of the users making thecustomers trust the website. The encryption is carried out by trusted companies; the make theidentification of genuine transactions easy. They also identify the source of the transactions forsubsequent authorization; these include e-mails and messages to phones so that any alterations ordistortions are prevented. Intrusion detection routines are involved in the scanning for any possible attacks andintrusions to the website. The system needs to be checked for denial or access to the website tokeep away intruders that may try to cause harm to the system. Virus scanners will be used toprevent unwanted programs; this should be done regularly and the system should be updatedwith the latest versions of anti-viruses (Smith et al. 2002). Audit trails good audit trails keeptrails of events and occurrences in the website. When the website has a clean and reputablerecord then it will attract numerous customers. Audits will be very important in tracking theinformation and track all the transactions which will be handy in solving any disputes. Back up isa very essential prerequisite for any business there must be very effective and efficient back upsystems when the website crushes since it will ensure it is restored fast. When such securitymeasures are in place the website remains secure for the visits and transactions to the customers.This build confidence and trust in the site which will also make the customers also recommendthe website to other potential customers (Smith et al. 2002). In creating a website there is need for a situation analysis to evaluate the website and itseffectiveness. In reviewing the business will take account of the customer base, online customercare, website, integrated database, opt in e-mails campaigns, web links, banners advertisements,mobile marketing and interactive television.
    • E-Marketing 44Figure 2: showing the contribution of the marketing strategy to the business (Source: Smith et al.2002) ASDA has done more to improve the shopping for the customers; they are able to sort outtheir shopping basket. The basket is well organized in that when the shopping page is in theentertainment section then one is able to go to the homepage and still shop easily without theshopping basket disappearing. The screen size is also very friendly and fits the screen. An e-mailoption to help the customers be able to track the transactions they undertake. With the e-mailoption they are to follow the systems and accounts and have a better control of the transactions.The system also has a registration system that makes the customers confirm their registrationdetails and confirm the details. In the system they should always offer reassurance of security and genuine securitymeasures. With building a trustworthy relationship between the customer and the businessthrough the website is a very essential part of the e-marketing strategy since it accomplishes thecustomer care part of the marketing process. Free and efficient deliveries have also been a basicrequirement for ASDA where all the customers’ deliveries are handled by qualified andexperienced staff.
    • E-Marketing 45 Having a loyalty card has made the customers be attached more to the business makingthe business maintain the loyal customers. The loyalty places ASDA at a competitive advantageover its competitors in the fight for a market share.
    • E-Marketing 46 6.0 Conclusion The question E-Marketing: The New Way to Make Money? can be answered by theabove explained facts. Small and medium enterprise can grow from being small to large throughthe appropriate strategy. The e-marketing strategy is one that can be move drive the agenda forthe business if implemented appropriately and effectively. To be able to achieve the objectives ofa business the e-marketing strategy must be critically evaluated to ensure that all the factors areright before establishing it. The business stands to achieve numerous benefits such as reduction in costs, fasterresponse from users and the business, increase capacity and methods to measure and collectinformation, personalizing the market, and more interactions between the customer and business.If a good relationship is established then the business stands to gain in view of the fact that it willdevelop loyal customers who will also attract others. This will lead to increased net sales and netprofits like in the case of ASDA which means the business will develop immensely. The example of a large commercial retailer such as ASDA is a indication that marketshare can be won and retained by any business if only the business is able to apply a marketingstrategy that attracts and retains customers. The e-marketing strategy makes the trading effective,efficient and convenient for the both the shopper and the business and this make it attractive. The business should establish the website with the correct objectives which should aim tosell, serve, speak, save and sizzle. These precise objectives will help in increasing sales throughhaving a wide network of customers, serve the customers and add value through online anddirect contact with the customers. The business will be able to speak to the customers and followthem easily and get the feedback through online questions, interviews, dialogues and chating.Thus the customers will feel catered for since all the views that they give will be attended to
    • E-Marketing 47appropriately. The business also will save on the costs such as those of service, administration,and data collection, printing and posting. Reduced costs will result to high productivity andefficiency and consequently higher profits. The business will also be able to have goodwill fromthe customers thus creating a store image and position itself in the market. E-marketing thereforecontributes to making more money for the business if implemented well. The digital era characterized by digital technological advancements is to be utilized bythe business in the best way possible to ensure it makes money. The business needs to usecomparative sites in the internet to search for an opening that will make it more marketable andhave a competitive advantage over its competitors. Before the website of the business becomesknown and dominant to the customers it may take time, but this is not a setback to establish awebsite. However, the business should aim at establishing a niche in the market and defend it atall costs from competitors through efficient and effective services. The best marketing strategy is one that is targeted at satisfying the customer; such astrategy will make the customers attached to the business and retain the loyalty. The businessshould find ways of retaining the customers who will be instrumental in attracting other potentialcustomers. The website should be a platform to sell the best qualities of the business and sincemany people visit the internet daily the business will tap those who want to trade. Making money the digital way is the goal of e-marketing; this method has worked forretails giants particularly in the US and in UK. Tesco, ASDA, Morrisons, and Sainsbury areworking examples of the strategy which should be replicated in businesses all over the world.Making money is all about a strategy and applying it at the right time in the right way; thismeans that the e-marketing strategy can help the business grow and be sustained. The businessshould be able to use highly visited sites especially social sites such as twitter and facebook to
    • E-Marketing 48advertise their website and products so that they become known. Once the business websitebecomes operational and the business is able to deliver quality and efficient products andservices in addition to security they will earn the trust of the users thus reap maximally from theinvestment.
    • E-Marketing 49 7.0 ReferencesAlbee, A. 2009, E-Marketing Strategies for the Complex Sale. New York: McGraw Hill ProfessionalBeiske, B. 2002, Research Methods: Uses and Limitations of Questionnaires, Interviews, and Case Studies. Manchester: University of ManchesterChaffey, D. & Smith, P. 2008, eMarketing eXcellence: Planning And Optimizing Your Digital Marketing. New York: Butterworth-HeinemannChaffey, D. 2006, Total E-Mail Marketing: Maximizing Your Results From Integrated E- Marketing. New York: Butterworth-HeinemannCreswell, J. 2003, Research design: qualitative, quantitative and mixed method approaches. Thousand Oaks: Sage publicationFinancial report, 2004, http://media.corporate- ir.net/media_files/irol/11/112761/reports/wmt_040704.pdfGodin, S. 1995, eMarketing. London: Berkley Pub. GroupHart, J. & Daoust, B. 2006. Blueprints for Success-E-marketing. Washington DC: Penmarin Bookshttp://www.asda.com/index_5.htmlKrishnamurthy, S. 2006, Contemporary Research In E-Marketing: Volume 2. London: Idea Group Inc (IGI)Pallant, J. 2007, SPSS Survival Manual: A Step-by-step Guide to Data Analysis Using SPSS, 3nd Edition. Crows Nest, NSW: Allen & UnwinPatton, M. 2002, Qualitative Research and Evaluation Methods, 3rd edition. Thousand Oaks,CA: Sage
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