CORPORATE PROFITABILITY ENHANCEMENT BASED ON E – MARKETING PLATFORM

ABSTRACT

This study examined the Corporate Profitability Enhancement Based on E - Marketing Platform. E – market space enlargement, marketing main-stream based product and elimination of internet navigation frustration, confusion and wasting of time was used as proxy for dependent variable while corporate return on investment (ROI), corporate profitability index (CPI) and corporate internal rate of return (CIRR) were used as proxies for explanatory variables. The study used descriptive statistics. The study finds that enlargement in e-marketing space significantly [0.668] affected return on investment (as increment or decrease). The coefficient of determination (R2 = 0.9621) means that 96.21% change in return on investment (as increment or decrease) is attributed to change or enlargement in e-marketing space while 3.79% is associated to unexplained variables. Also, the study finds that marketing main-stream based products significantly [24.352] affected return on investment (as increment or decrease). The coefficient of determination (R2 = 0.916) means that 91.6% change in corporate profitability is attributed to change associated with marketing main-stream products based on e-platform, while 8.4% change may not be accounted for based on explained variables. Finally, the study also finds that the elimination of internet navigation frustrations, confusion and wasting of time significantly [21.796] affected return on investment (as increment or decrease). The coefficient of determination (R2 = 0.908) means that 90.8% change in corporate internal rate of return is attributed to the elimination of internet navigation frustrations, confusion and wasting of time while 9.2% change is unaccounted for by variables considered. Based on the results and findings of the study, we recommend that: education is very expedient and the e – marketing platforms should adopt it as a tool in increasing the corporate return on investment; e – marketing platforms should incorporate main-stream based products whose demands are high in order to attract more demand as this will increase their profitability

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿            iii

Dedication ﾿ iv

Acknowledgements ﾿         ﾿ v

List of tables ﾿ vi

Table of contents ﾿ vii

Abstract ﾿ ix

CHAPTER ONE

INTRODUCTION

1.1 ﾿ BACKGROUND OF THE STUDY ﾿ 1

1.2 ﾿ STATEMENT OF THE PROBLEM ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 4

1.4 ﾿ Research Questions ﾿ 4

1.5 ﾿ Research Hypotheses ﾿ 4

1.6 ﾿ Significance of the Study ﾿ 5

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 ﾿ INTRODUCTION ﾿ 6

2.2 ﾿ CONCEPTUAL LITERATURE ﾿ 6

2.2.1 ﾿ Electronic Marketing Platforms ﾿ 6

2.2.2 ﾿ Concepts of E – Marketing Capabilities and Strategies ﾿ 22

2.2.3 ﾿ Concepts of E – Marketing Space ﾿ 30

2.3 ﾿ THEORETICAL REVIEW ﾿ 34

2.3.1 ﾿ Theory of Corporate Profit ﾿ 34

2.3.2 ﾿ Principles to Use in Internet Marketing ﾿ 36

2.3.3 ﾿ Features of Online Marketing ﾿ 37

2.3.4 ﾿ Challenges in Online Marketing ﾿ 39

2.4 ﾿ EMPIRICAL LITERATURE REVIEW ﾿ 41

CHAPTER THREE

METHODOLOGY

3.1    INTRODUCTION ﾿ 44

3.2 ﾿ RESEARCH DESIGN ﾿ 44

3.3 ﾿ AREA OF THE STUDY ﾿ 44

3.4 ﾿ POPULATION OF THE STUDY ﾿ 44

3.5 ﾿ DATA COLLECTION ﾿ 45

3.6 ﾿ SAMPLE SIZE AND SAMPLE SELECTION ﾿ 45

3.7 ﾿ INSTRUMENT FOR DATA COLLECTION ﾿ 46

3.7.1 ﾿ Validity Test ﾿ 48

3.7.2 ﾿ Reliability Test ﾿ 47

3.8 ﾿ METHOD OF DATA COLLECTION ﾿ 48

3.9 ﾿ METHOD OF DATA ANALYSIS ﾿ 48

3.9.1 ﾿ Testing of Hypotheses ﾿ 48

CHAPTER FOUR ﾿

DATA PRESENTATION

4.1 ﾿ DATA COLLATION ﾿ 49 ﾿

4.2 ﾿ TEST OF HYPOTHESES ﾿ 49

4.2.1 ﾿ Hypothesis 1 ﾿ 50

4.2.2 ﾿ Hypothesis 2 ﾿ 52

4.2.3 ﾿ Hypothesis 3 ﾿ 55

4.3 ﾿ FINDINGS AND DISCUSSIONS ﾿ 57

CHAPTER FIVE

CONCLUSION AND RECOMMENDATION

5.1 ﾿ CONCLUSION ﾿ 59

5.2 ﾿ RECOMMENDATIONS ﾿ 59

REFERENCE ﾿ 61

Appendix I ﾿ 70

Appendix II ﾿ 71