An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives

INTRODUCTION.
With the advent of globalization, competition has now become fierce on the world market. Create, innovate and communicate, or you will be annihilated by your competitors. In almost all economic sectors, companies need to market their products and services to survive. To conquer the general market, marketers aim to create a brand name recognition or product recall. Any business which leaves out this digital advertising path has a real loss in developing and growing. .E-marketing is defined as a process of satisfying needs and wants through an exchange process using electronic means. Aims and objectives To gauge the current usage of Emarketing as a strategic marketing tool by software companies in Mauritius. To identify the factors affecting the use of E-marketing as a strategic marketing tool by software companies in Mauritius. Based on the above, propose tailored recommendations, both short term and long term that can be put in place in Mauritian software companies for grasping advantages of E-marketing as a strategic marketing tool.

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO YOUSHRIN

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives

Literature Review.
The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself (Drucker P, 1909). E-marketing is the innovated concept of traditional marketing both aiming the same. Using the SM model , an analysis research reveals Internal forces are the 5 Ms Men, Money, Machinery, Materials and Markets External forces are Political, Economic, Social, Technological, Environment & Legal . E-marketing strategy process models tend to share the following characteristics (Chaffey, 2012): Continuous internal and external environment scanning or analysis. Clear statement of vision and objectives. Many researchers agrees that technology can be used to gain competitive advantages and hence Emarketing can be used as a strategic tool. Strategy development broken down into formulation and selection. Enactment of the strategy as strategy implementation after strategy development. Control to detect problems and adjust the strategy accordingly. Responsiveness to changes in the marketplace.

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

Marketing is not about providing products or services. It is essentially about providing changing benefits to the changing needs and demands of the customer (Tailor P, 2000).

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides: Project Background.
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives E-marketing is still a new concept in Mauritius. The clear picture of E-marketing is still missing. Some people think that E-marketing is only email marketing which some companies in 2007 started doing in Mauritius. There are few success stories in Mauritius. Some countries have come up with a specific legislation on email marketing so as to clearly define spam and provide the enforcement body with the powers necessary to combat such practice. In Mauritius, Electronic Transactions Act 2000 is one among the important legislation on electronic commerce which specify that personal data must be collected fairly, for specified purposes, and processed in a fair and lawful manner in line with those stated purposes However there is no direct legislation affecting or regulating Emarketing in Mauritius. This can be a golden point for software companies in Mauritius to sieze and hence making it their strategic tool.

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives Framework of study and Hypotheses

Methodology

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives Sample size Strata for this research will be the number of managers that deal with marketing decision, employed by a software organization amount to approximately 300 according to NCB official list 0 5 managers (70% of small software companies in Mauritius), 5 10 (25% of medium size software companies in Mauritius), and above 10 (5% of big software companies in Mauritius). The sample size has been calculated at a 90% confidence level, Z, and a confidence interval, D, of 10%.

Data Analysis

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

p(1 p) Z 2 D2

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

The final questionnaires were sent to some 70 managers, bearing in mind that 20% of managers would not respond due to their busy and hectic schedule

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives Summary The first finding described the potential of E-Marketing as seen by the managers surveyed. The second finding focused on the importance of factors affecting E-Marketing identified in literature, in the eyes of the managers surveyed. The third finding showed the priority of surveyed managers business objectives. The fourth finding showed the current usage of E-Marketing. The last finding tested the relationships that were proposed. The results of these tests showed us the factors affecting the use of E-Marketing as a strategic tool in the Mauritian context.

Results and Findings

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives

Recommendations

Based on the analysis results, the factors found to have a strong influence on using E-marketing as a strategic tool for software companies in Mauritius are as the following: Government support Security related issues Perceived Ease of use Technological advances Environmental consideration Legal aspects Consumer E readiness Tools available e.g. Email, E-brochure, SEO, social network Top Management support Industry pressure/competition

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM

An Assessment of EMarketing as a Strategic tool for Software companies in Mauritius

Overview of slides:
In tr o d u c ti o n
Introduces brief description of the problem and the aims && objectives

Conclusion
The SM model was first analysed and the advantages and disadvantages of E-Marketing were examined. Base on internal and external environment, variables affecting E-Marketing as a strategy were determined. From the literature review a framework of study of twelve variables; Government support, Security considerations, Perceived Ease of us, Technological advances, Environmental considerations, Legal aspects, Manpower skill/ IT literacy, Consumer E readiness, Tools availability, Emerging Market demand, Top Management support, Industry pressure/competition were built. To come up with proper recommendations, it was important to know which of these factors affect EMarketing as a strategy for software companies in the Mauritian context. Data collection was done through online and hardcopy administered questionnaires sent to a stratified sample of software companies managers in Mauritius. The survey revealed that 57.14% of managers currently make use of E-Marketing in their companies while 42.86% do not. Of the twelve factors studied, ten factors have been found to be positively associated with E-Marketing as a strategy. These factors are Government support, Security considerations, Perceived Ease of us, Technological advances, Environmental considerations, Legal aspects, Consumer E readiness, Tools availability, Top Management support and Industry pressure/competition. The two factors which have been found with no relation are Manpower skill/ IT literacy and Emerging Market demand. Based on the results obtained, a number of recommendations have been made to improve the usage of E-Marketing which will help software companies in Mauritius to gain competitive advantage.

L ite r a tu r e r e v ie w
A critical analysis of existing research materials

P r o je c t Ba c k g r o u n d
A critical analysis of situation as it is in Mauritius

M e t h o d o lo g y
Framework of the study and Hypotheses

Da ta An a ly s is
Findings of the data collected

Re s u lts a n d F i n d i n g s
Survey results have been presented

Re c o m m e n d a tio n s
Recommendations have been formulated

Co n c lu s io n
Conclusion of the dissertation

YEAROO BIBI YOUSHRIN MBA GENERAL UOM FLM