E-commerce as an alternative marketing channel
- Authors: Mounsear-Wilson, Clifford
- Date: 2011
- Subjects: Electronic commerce -- South Africa -- Eastern Cape , Internet marketing -- South Africa -- Eastern Cape , Electronic commerce -- Technological innovations -- South Africa -- Eastern Cape , Organizational effectiveness -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8605 , http://hdl.handle.net/10948/1615 , Electronic commerce -- South Africa -- Eastern Cape , Internet marketing -- South Africa -- Eastern Cape , Electronic commerce -- Technological innovations -- South Africa -- Eastern Cape , Organizational effectiveness -- South Africa -- Eastern Cape
- Description: Information technology (IT) has become an integral part of the success and globalisation of business over the last two decades. It is hard to imagine how the efficiencies expected in today’s fast paced business world could possibly be achieved without the advancements in IT. The most significant of these advancements is arguably the advent of the Internet which has empowered businesses of all sizes by giving them the means to promote their products and services at a relatively low cost in markets that would previously have been inaccessible. The aim of this study was to assess whether e-commerce represents an alternative channel for a brick and mortar company wishing to follow a market penetration strategy. The study was based around a company, Canoa Eastern Cape, which trades in the office automation industry in the Eastern and Southern Cape of South Africa. The study investigated the history of Canoa Eastern Cape, focusing predominantly on the growth strategies followed by the business in the past. With a view to the future, growth strategies which could potentially be followed by Canoa Eastern Cape were also investigated. The result of these investigations was a recommendation that Canoa Eastern Cape should follow a market penetration strategy, which will see the business marketing its existing products within its current market by making use of a new distribution channel, more specifically e-commerce. In order to assess the suitability of e-commerce as a tool within a market penetration strategy a literature study was conducted to get a better understanding of ecommerce and its viability as business tool. The literature study focused on eight core concepts felt to be critical in the evaluation of e-commerce, namely: • the development of e-commerce over the past years; • the future of e-commerce; • whether e-commerce is a financial success or not; • requirements for e-commerce to be successful; iv • products that customers are prepared to buy online; • industries most affected by e-commerce; and • demographics of e-commerce users; and • e-commerce in the office automation industry. Using the information gained in the literature study as a basis from which to start, an empirical study was conducted. The objective of the empirical study was to obtain data which would be used to assess the level to which e-commerce has been adopted by consumers in the specific geographic area and whether these consumers are willing and able to make use of e-commerce as an alternative to conventional purchasing for the procurement of office automation consumables and office automation equipment. A quantitative research paradigm was adopted, making use of a structured questionnaire to gather information from the sample of Canoa Eastern Cape’s customers. The data collected from the empirical study were analysed using univariate and bivariate analysis. The findings of the empirical study suggested that: • demographics are a poor indicator of adoption of e-commerce; • there is a significant adoption rate within the sample: o 79.85 percent of the respondents reported to have used e-commerce before for personal use; and o 59.13 percentreported to have used e-commerce before for business use; • there is a high rate of willingness to use e-commerce again: o 91.09 percent of the respondents indicating that they would use e-commerce again for personal use; and o 80.18 percent indicating that they would use e-commerce again for business use; • there is a high likelihood that consumers will buy office automation consumables through an e-commerce channel, with 65.82 percentof the respondents indicating that they would be likely or very likely to buy consumables through an e-commerce channel; • there is no significant difference in the adoption rates between the three main areas within the targeted sample, that is, East London, Port Elizabeth and George and Knysna. Given the findings of the empirical study it is felt that an e-commerce solution does present a viable alternative channel for a brick and mortar company trading in the Office Automation Industry in the Eastern and Southern Cape wishing to follow a market penetration strategy.
- Full Text:
- Date Issued: 2011
- Authors: Mounsear-Wilson, Clifford
- Date: 2011
- Subjects: Electronic commerce -- South Africa -- Eastern Cape , Internet marketing -- South Africa -- Eastern Cape , Electronic commerce -- Technological innovations -- South Africa -- Eastern Cape , Organizational effectiveness -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8605 , http://hdl.handle.net/10948/1615 , Electronic commerce -- South Africa -- Eastern Cape , Internet marketing -- South Africa -- Eastern Cape , Electronic commerce -- Technological innovations -- South Africa -- Eastern Cape , Organizational effectiveness -- South Africa -- Eastern Cape
- Description: Information technology (IT) has become an integral part of the success and globalisation of business over the last two decades. It is hard to imagine how the efficiencies expected in today’s fast paced business world could possibly be achieved without the advancements in IT. The most significant of these advancements is arguably the advent of the Internet which has empowered businesses of all sizes by giving them the means to promote their products and services at a relatively low cost in markets that would previously have been inaccessible. The aim of this study was to assess whether e-commerce represents an alternative channel for a brick and mortar company wishing to follow a market penetration strategy. The study was based around a company, Canoa Eastern Cape, which trades in the office automation industry in the Eastern and Southern Cape of South Africa. The study investigated the history of Canoa Eastern Cape, focusing predominantly on the growth strategies followed by the business in the past. With a view to the future, growth strategies which could potentially be followed by Canoa Eastern Cape were also investigated. The result of these investigations was a recommendation that Canoa Eastern Cape should follow a market penetration strategy, which will see the business marketing its existing products within its current market by making use of a new distribution channel, more specifically e-commerce. In order to assess the suitability of e-commerce as a tool within a market penetration strategy a literature study was conducted to get a better understanding of ecommerce and its viability as business tool. The literature study focused on eight core concepts felt to be critical in the evaluation of e-commerce, namely: • the development of e-commerce over the past years; • the future of e-commerce; • whether e-commerce is a financial success or not; • requirements for e-commerce to be successful; iv • products that customers are prepared to buy online; • industries most affected by e-commerce; and • demographics of e-commerce users; and • e-commerce in the office automation industry. Using the information gained in the literature study as a basis from which to start, an empirical study was conducted. The objective of the empirical study was to obtain data which would be used to assess the level to which e-commerce has been adopted by consumers in the specific geographic area and whether these consumers are willing and able to make use of e-commerce as an alternative to conventional purchasing for the procurement of office automation consumables and office automation equipment. A quantitative research paradigm was adopted, making use of a structured questionnaire to gather information from the sample of Canoa Eastern Cape’s customers. The data collected from the empirical study were analysed using univariate and bivariate analysis. The findings of the empirical study suggested that: • demographics are a poor indicator of adoption of e-commerce; • there is a significant adoption rate within the sample: o 79.85 percent of the respondents reported to have used e-commerce before for personal use; and o 59.13 percentreported to have used e-commerce before for business use; • there is a high rate of willingness to use e-commerce again: o 91.09 percent of the respondents indicating that they would use e-commerce again for personal use; and o 80.18 percent indicating that they would use e-commerce again for business use; • there is a high likelihood that consumers will buy office automation consumables through an e-commerce channel, with 65.82 percentof the respondents indicating that they would be likely or very likely to buy consumables through an e-commerce channel; • there is no significant difference in the adoption rates between the three main areas within the targeted sample, that is, East London, Port Elizabeth and George and Knysna. Given the findings of the empirical study it is felt that an e-commerce solution does present a viable alternative channel for a brick and mortar company trading in the Office Automation Industry in the Eastern and Southern Cape wishing to follow a market penetration strategy.
- Full Text:
- Date Issued: 2011
Development of an M-Payment system prototype for a marginalized region (Dwesa case study)
- Authors: Mpofu, Handsome C
- Date: 2011
- Subjects: Information technology -- South Africa -- Eastern Cape , Digital divide -- South Africa -- Eastern Cape , Electronic commerce -- South Africa -- Eastern Cape , Mobile communication systems -- South Africa -- Eastern Cape , Home banking services -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11387 , http://hdl.handle.net/10353/458 , Information technology -- South Africa -- Eastern Cape , Digital divide -- South Africa -- Eastern Cape , Electronic commerce -- South Africa -- Eastern Cape , Mobile communication systems -- South Africa -- Eastern Cape , Home banking services -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape
- Description: Wireless technologies, such as Worldwide Interoperability for Microwave Access (WiMAX) and Wireless Fidelity (WiFi), are making it easier to provide the much needed telecommunications infrastructure in marginalized areas worldwide. These technologies enable the rapid deployment of network services as well as their redistribution throughout these marginalized areas. The ability to bring Internet connectivity to previously underserviced and marginalized areas has the potential to leap-frog socio-economic development and improve participation in the global knowledge economy. This study investigated how wireless access technologies, such as WiMAX and WiFi, can be integrated and used to deliver ubiquitous distributed Internet connectivity with increased capillarity in rural areas. The research was undertaken within an ICT for Development (ICT4D) intervention called Siyakhula Living Lab (SLL) which is based in the Eastern Cape province of South Africa. The research further eliminated the accessibility constraints associated with long distances and remoteness from the Digital Access Nodes (DANs) and provided increased penetration in the network in contrast to the traditional Telecentre model which has been used extensively in ICT4D interventions. This was achieved by deploying WiFi hotspots around the DANs and extending the existing SLL WiMAX backbone to increase the network footprint to neighboring communities. The technical result of the research has been the provision of increased capillarity on the network and service redistribution throughout the entire Dwesa community. Consequently, this has given local community members an opportunity to access network services easily and ubiquitously. Finally, the research investigated and presented the benefits of such wireless network deployment configurations on ICT4D activities in marginalized areas.
- Full Text:
- Date Issued: 2011
- Authors: Mpofu, Handsome C
- Date: 2011
- Subjects: Information technology -- South Africa -- Eastern Cape , Digital divide -- South Africa -- Eastern Cape , Electronic commerce -- South Africa -- Eastern Cape , Mobile communication systems -- South Africa -- Eastern Cape , Home banking services -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11387 , http://hdl.handle.net/10353/458 , Information technology -- South Africa -- Eastern Cape , Digital divide -- South Africa -- Eastern Cape , Electronic commerce -- South Africa -- Eastern Cape , Mobile communication systems -- South Africa -- Eastern Cape , Home banking services -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape
- Description: Wireless technologies, such as Worldwide Interoperability for Microwave Access (WiMAX) and Wireless Fidelity (WiFi), are making it easier to provide the much needed telecommunications infrastructure in marginalized areas worldwide. These technologies enable the rapid deployment of network services as well as their redistribution throughout these marginalized areas. The ability to bring Internet connectivity to previously underserviced and marginalized areas has the potential to leap-frog socio-economic development and improve participation in the global knowledge economy. This study investigated how wireless access technologies, such as WiMAX and WiFi, can be integrated and used to deliver ubiquitous distributed Internet connectivity with increased capillarity in rural areas. The research was undertaken within an ICT for Development (ICT4D) intervention called Siyakhula Living Lab (SLL) which is based in the Eastern Cape province of South Africa. The research further eliminated the accessibility constraints associated with long distances and remoteness from the Digital Access Nodes (DANs) and provided increased penetration in the network in contrast to the traditional Telecentre model which has been used extensively in ICT4D interventions. This was achieved by deploying WiFi hotspots around the DANs and extending the existing SLL WiMAX backbone to increase the network footprint to neighboring communities. The technical result of the research has been the provision of increased capillarity on the network and service redistribution throughout the entire Dwesa community. Consequently, this has given local community members an opportunity to access network services easily and ubiquitously. Finally, the research investigated and presented the benefits of such wireless network deployment configurations on ICT4D activities in marginalized areas.
- Full Text:
- Date Issued: 2011
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