PENETRATING THE GROWING IT-BASED MARKETING SERVICES IN AFRICAN MARKETS (MANAGEMENT PROJECT TOPICS AND MATERIALS)
ABSTRACT
The purpose of this thesis was to analyze the various market entry strategies applicable to the African markets and similarly to analyze the Nigerian market readiness and growth level concerning email marketing. The initial idea for this thesis emanated from the management of Emailfactory Oy. The reason for the company’s interest in the thesis topic is fundamentally because it has an intention to extend the firms’ services to Africa, and hence the company wants a qualitative research carried out to that effect. The thesis therefore was confined to study and present the relevant new-markets penetrating strategies and the analysis/discussion of data derived from answers provided by the potential customers.
Information was collected from various verifiable academic sources. Online materials were used as part of resources for the successful implementation of the thesis. Other sources of information used in the course of this research also included text books and academic articles contained in marketing and management related journals and reports. Furthermore, vital information was also directly obtained from prospective business customers in Nigeria. Therefore, the data collected was analyzed using the qualitative method in arriving at the result, recommendations and conclusions that Emailfactory Oy can employ in its strategic decision making.
The thesis findings revealed that the necessary market conditions for the successful penetration of email marketing services exist in Nigeria. Also, the research showed that Nigeria market is mature enough for email marketing services to flourish, make positive business impacts and achieve organizational goals. In addition, results from the research indicated that the employment of e-mail marketing tools is gradually gaining momentum and appreciation within the business community in Nigeria.
The thesis fulfilled its purpose but not without a few limitations. Future studies on specific feature priorities of customers concerning the services will still need to be embarked upon. Also, intensive quantitative and/or qualitative research would need to be executed in order to determine the market conditions and profitability of other African markets of interests to Emailfactory Oy.
