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
The development of a framework to empower SME's in the Eastern Cape to overcome barriers in the adoption of e-commerce
- Authors: Siwundla, Sabelo Emmanuel
- Date: 2013
- Subjects: Electronic commerce -- South Africa -- Eastern Cape , Small business -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8900 , http://hdl.handle.net/10948/d1020971
- Description: The primary objective of the study was to establish the role that e-commerce can play in improving some Small and Medium Enterprises (SMEs) business processes and transactions. This was undertaken by investigating how SMEs in the Eastern Cape can be empowered to use e-commerce and overcome barriers in the adoption of e-commerce. The study was modelled on the concept that there are four key factors that influence the adoption of e-commerce, namely: level of e-commerce awareness, level of computer literacy, availability of Information Technology and telecommunication infrastructure, as well as trust and security of e-commerce applications. The literature study revealed that SMEs play a vital role in the development and growth of a country’s economy. The literature review also identified a wide-range of barriers hindering e-commerce development and adoption by SMEs, namely: lack of computer skills, low level of e-commerce awareness, lack of Information Technology and telecommunication infrastructure, as well as lack of e-commerce trust and security. Further, the literature study showed that Internet availability and affordability is key to e-commerce growth and development, as in developing countries Internet is not yet universally accessible. This is due to a lack of necessary policies and infrastructure enabling wide-spread Internet use. The empirical study consisted of a structured questionnaire distributed to a population of executive management, middle management, operational employees and directors/owners in various SMEs in the Eastern Cape. The structured questionnaire was aimed at gathering views about e-commerce development and adoption by SMEs in the Eastern Cape with a special focus on barriers to the adoption of e-commerce by SMEs. The results of the empirical study revealed that: E-commerce awareness needs to be created among SMEs. Awareness needs to be created among SMEs about all aspects surrounding the use of e-commerce. Improvements in the telecommunications infrastructure could reduce the unreliable connections experienced by SMEs. Skills development strategies could assist in equipping SMEs with skills required in the e-commerce environment. Non-governmental organizations, government and companies assisting SMEs could provide free Internet access to SMEs. Alternatively, Internet cafes could be placed at different places and charge reasonable fees. NGO’s and higher education institutions could help in developing electronic literacy skills among SMEs. Companies assisting SMEs with funding could provide more funds to allow SMEs interested in e-commerce to start e-commerce systems.
- Full Text:
- Date Issued: 2013
- Authors: Siwundla, Sabelo Emmanuel
- Date: 2013
- Subjects: Electronic commerce -- South Africa -- Eastern Cape , Small business -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8900 , http://hdl.handle.net/10948/d1020971
- Description: The primary objective of the study was to establish the role that e-commerce can play in improving some Small and Medium Enterprises (SMEs) business processes and transactions. This was undertaken by investigating how SMEs in the Eastern Cape can be empowered to use e-commerce and overcome barriers in the adoption of e-commerce. The study was modelled on the concept that there are four key factors that influence the adoption of e-commerce, namely: level of e-commerce awareness, level of computer literacy, availability of Information Technology and telecommunication infrastructure, as well as trust and security of e-commerce applications. The literature study revealed that SMEs play a vital role in the development and growth of a country’s economy. The literature review also identified a wide-range of barriers hindering e-commerce development and adoption by SMEs, namely: lack of computer skills, low level of e-commerce awareness, lack of Information Technology and telecommunication infrastructure, as well as lack of e-commerce trust and security. Further, the literature study showed that Internet availability and affordability is key to e-commerce growth and development, as in developing countries Internet is not yet universally accessible. This is due to a lack of necessary policies and infrastructure enabling wide-spread Internet use. The empirical study consisted of a structured questionnaire distributed to a population of executive management, middle management, operational employees and directors/owners in various SMEs in the Eastern Cape. The structured questionnaire was aimed at gathering views about e-commerce development and adoption by SMEs in the Eastern Cape with a special focus on barriers to the adoption of e-commerce by SMEs. The results of the empirical study revealed that: E-commerce awareness needs to be created among SMEs. Awareness needs to be created among SMEs about all aspects surrounding the use of e-commerce. Improvements in the telecommunications infrastructure could reduce the unreliable connections experienced by SMEs. Skills development strategies could assist in equipping SMEs with skills required in the e-commerce environment. Non-governmental organizations, government and companies assisting SMEs could provide free Internet access to SMEs. Alternatively, Internet cafes could be placed at different places and charge reasonable fees. NGO’s and higher education institutions could help in developing electronic literacy skills among SMEs. Companies assisting SMEs with funding could provide more funds to allow SMEs interested in e-commerce to start e-commerce systems.
- Full Text:
- Date Issued: 2013
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