Abstract

The study seeks to find out how digital marketing affect distribution of Muizbot enterprises output in limbe. The first objective was to examine the effect of digital marketing on the distribution of the output of Muizbot Enterprise. The second objective was to streamline sales initiative enabling many organizations to invest heavily in outbound sales techniques to secure revenue at Muizbot Enterprises.

Thirdly, digital marketing showcase product in an organization irrespective whether or not the organisation produces drinks or baby waers, their product is unique from that of competitors because it’s considered to be an asset. Digital marketing comes to show prospective customer the type of quality product they can buy from allowing them to familiarize themselves with branding and make useful comparison between the offers and those of competitors.

Data was collected using questionnaires and the target population was 50. Descriptive statistical method were used to analyse data and also, to establish if there is link between digital marketing and distribution. The result from the analysis showed that, digital marketing has a positive effect on the distribution of Muizbot Enterprises output.

The research topic of the study should enable marketing managers with an understanding of the link between digital marketing and distribution in the context of Muizbot Enterprise output and give insight on which digital marketing strategy is best applicable.

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Every organization has it mission, goals, and objective in the world of business and as the business world of marketing evolve from the traditional to modern marketing, so do organization shape their level of operation.

Any organization be it profit or nonprofit oriented, main purpose is to meet it objective and goals so as to make profit and cannot be achieve in a vacuum. Traditional marketing includes the use of (4Ps) marketing mix element that is: product, price, place, and promotion on the traditional basis whereby a lot of cost and expenditure in carrying out marketing and other business activities are utilize whereas, Digital marketing on the other hand, is the use of internet through media  such as website, social media platform such as YouTube, Facebook, WhatsApp, pay-per-click, mobile phone, and others in reaching and distributing product to customer/consumer.

The distribution of a firms product by marketers has evolve significantly base on the concept of marketing which involve production concept, product concept, selling concept, relationship marketing concept, societal concept, and digital marketing concept.

Digital marketing in particular has changed the way business performance and the way consumer behave and interact. The internet revolution which was mainly for getting information, has drastically changed into becoming the medium where customers can get the product or services. Businesses can now sell their product, distribute, and advertise. Also, with the use of a website management, has made the internet and business performance to increase their sales.

The evolution of digital marketing necessitate many businesses to engage on digital platform in selling and distributing f product and services such as traditional marketing functions are becoming being minimize ( MONNAPA 2017).

In Cameroon, marketing campaign were reserve for companies with a big advertising budget for multinationals. Today, digital marketing has reshuffled the desk. The newly established companies with limited resources can compete with the biggest. They no longer have any complex and can take their share of the Market.

With the distribution of a company product or service through digital marketing has facilitated and build a strong relationship between the various channel of distribution such as the wholesale organization, retails organization, and distribution agencies.

It is still believe that some organisations/companies still practice the traditional marketing scheme such as production concept, product concept, selling concept, societal concept, including the marketing concept itself.

With the production concept, companies produce goods in mass quality at relatively low cost with the intention to transfer cost to consumers using the price strategic scheme. By doing so, consumers have so much relied on this concept of marketing concept due to the continues availability of product. This concept seems to succeed till date because digital marketing has facilitated the sales of the product by it continues advertisement intensity through brand advert, generic advert, persuasive advert, informative advert, depending on the form of product production.

1.2 Problem Statement

A successful product launch is the “result” months of work. Firstly, there is a product development, an idea sparkling design and then late the final product or services, but that’s only the beginning.  Once the product is ready, it takes a skilled marketing team to understand the products market, potential customers, and how to reach them. The team also must consider the company’s advertising budget and determine the best way to deploy videos, static advertisement, and other product placement to maximize exposure and return.

Digital media has changed the way marketing professional perform their work. Traditional marketing method disappearing and replaced by all sorts of new revenue stream opportunities, which presents their own challenges.

Pricing a product or service significantly affects marketing efforts and focus. Product in a given market at the lower end of the price continuum might call for a marketing campaign that emphasizes value and savings. Marketing a more expensive item might instead mean focusing on it quality and advanced features.  Price also determining marketing placement.  For example, marketers might themselves if advert would perform better in magazines for a niche audience or in the form of commercial aired during television programs viewed by middle class families or the internet (Facebook, Twitter, Instagram, Google websites) and more. Also, product on the other hand off course, has a huge impact on marketing.

An advertisement for a product design specially for women might not create large returns if it’s placed in a men’s health magazines. Similarly, advertisement for assisted living home do not make much since on a children’s entertainment network.  The product proposes, features, or innovation also influences the marketing mix and determine how and where the product is advertised.

In addition, the last part of the marketing mix is the physical location(place) of the goods or services.  A promising product can have a great price and marketing campaign but suffer from poor sales if it’s difficult for customers to find. Companies must insure that customers can find and purchase their offering easily.

With the rise of digital marketing and the practicing of it strategy by Muizbot enterprises,  which have result to the way professional marketers streams increases, the evolving use of media, and consumers who are often weary of advertising have all caused major disruption in the traditional marketing mix. The rise of digital marketing in the past two years have impact the marketing mix directly through the following means( advertising recognition, customer service,  influencers, and barrier to entry)

1.3 Research questions

The main research question that the study seeks to answer is: Does digital marketing influence the distribution of the output of Muizbot enterprises? The specific question is:

1. Do Social media platform influence the distribution of the out of Muizbot enterprises?
2. Do Web -marking influences the distribution of the out of Muizbot enterprises?
3. Does E-marketing influences the distribution of the out of Muizbot enterprises?

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