Perceived Digital Marketing Channels and Perceived Sales Performance.
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Date
2023
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Abstract
Digital marketing channels theory is still developing in both theory and content, it shares the basic theories with traditional marketing discipline. These fundamental theories comprise of among others; direct response marketing theory, relationship marketing theory, Flexible marketing theory, merging marketing theory and 4Cs marketing theory(Luo & Seyedian, 2020). For the purpose of this study, I took interest in only two of the available theories to inform us more of digital marketing and sales performance and they are further elaborated under the literature review section.
The global food and beverage industry was greatly hit by COVID 19 and its negative and positive effects. Negative effects included, loss of market share, death of creative industry personalities, disruptions in marketing approaches, supply, and distribution chains, among others (The Business Research Company, 2022). On a good note, this industry has grown from $3,232.94 billion in 2021 to $3,678.61 billion in 2022 at a compound annual growth rate of 13.8%. The growth has been mainly due to companies rearranging their operations and recovering from the COVID-19 impact. The COVID 19 impact had earlier led to restrictive containment measures involving social distancing, remote working, and the closure of commercial activities among others. These resulted in operational challenges, leading a projected potential market increase of about $5,235.52 billion in 2026 at a compound annual growth rate of 9.2% (The Business Research Company, 2022). Due to the marketing disruptions caused by COVID-19, most food and beverage companies resorted to online distribution of their products, social media marketing, and email marketing, a concept known as ‘Digital marketing channels,’ (Kotler, 2021). For example, in 2021, McDonald’s, a US based fast food company created a team focused on digital customer engagement as the restaurant industry continues to look to technology as a keyway to boost sales. The new team is part of the fast-food company’s ambition to leverage technology to reach out to customers and increase sales. As part of that endeavor, McDonald’s has installed digital self-order kiosks in its restaurants, expanded meal delivery, and made tech-focused investments (The Business Research Company, 2022).
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A).
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Edward, T (2023) Perceived Digital Marketing Channels and Perceived Sales Performance : A Case of Coca Cola Beverages Uganda. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.