Project Abstract

Abstract
E-marketing has emerged as a powerful tool for small-scale businesses in Nigeria, offering both threats and opportunities. This research explores the impact of e-marketing on small-scale businesses in Nigeria, examining how businesses can navigate the challenges and leverage the opportunities presented by digital marketing strategies. The study employs a mixed-methods approach, combining quantitative data analysis with qualitative interviews to provide a comprehensive understanding of the subject. The findings highlight the various threats faced by small-scale businesses in Nigeria due to e-marketing, such as increased competition, cybersecurity risks, and the need for digital skills. However, the research also uncovers significant opportunities that e-marketing brings to small businesses, including expanded market reach, cost-effective advertising, and improved customer engagement. By adopting the right strategies and tools, small-scale businesses in Nigeria can harness the power of e-marketing to grow their customer base and increase revenue. Moreover, the study delves into the factors that influence the effectiveness of e-marketing for small businesses in Nigeria, such as access to technology, internet penetration rates, and regulatory environment. By understanding these factors, businesses can develop tailored e-marketing strategies that align with their specific needs and constraints. Overall, this research contributes to the existing literature on e-marketing and small-scale businesses in Nigeria by offering insights into the complex dynamics of this relationship. The findings can inform policymakers, business owners, and marketers on how to navigate the challenges and capitalize on the opportunities presented by e-marketing in the Nigerian context. In conclusion, while e-marketing poses certain threats to small-scale businesses in Nigeria, it also opens up a world of opportunities for growth and sustainability. By embracing digital marketing strategies and adapting to the evolving landscape of e-commerce, small businesses in Nigeria can position themselves for success in an increasingly competitive market environment.

Project Overview

INTRODUCTION
Small-scale businesses in Nigeria play a very vital role in the development of its economy. Over the years various policies both from the government and some of the private sector actors have been developed to create enabling environments for these small scale businesses to thrive. However the challenges linger. Some of these challenges have been highlighted by many authors to be, poor managerial skill, small capital, wasteful spending by small scale business owners, poor marketing strategies etc. the is not the negligence of the fact that those few SMEs that have thrived over the years have contributed immensely to the growth of Nigeria economy through the following significant ways, utilization of Nigeria’s resources, increase an employment etc. income generation and redistribution etc.
Noteworthy at this point in the fact the small scale business especially in the sub-Saharan region appear to be lagging behind in the global trends with respect to small scale businesses. In Japan for example, small scale businesses now engage an international business due to their ability to create product according the taste of the market and are able use available marketing to ensure they gain and retune a reasonable market share. This has been made possible despite the many obvious and general challenges that is inherent in small scale businesses.
The purpose of this study therefore is to ascertain the current relationship between small-scale businesses in Nigeria and marketing. Also it is to ascertain how e-marketing could be used by small scale businesses in Nigeria to tackle its challenges, survive in the market, and thrive enjoying competitive advantage.
This study also seeks to significantly ascertain how e-marketing is perceived by small scale business and whether how it is perceived and indeed e-marketing is an opportunity or a thereat to the survival and thriving of small scale businesses in Nigeria.

1.2     STATEMENT OF THE RESEARCH PROBLEM
Having briefly analyzed the state of Nigerian small scale businesses, its challenges and advantages. A question to be asked would be how can small scale businesses apply their resources efficiently and effectively towards business tools that will help produce competitive advantage, improve market share and other benefits. Considering the up growth in the use of technology in the marketing activities of all types of technology in the marketing activities of all types of organization, it is important to ascertain what effect and how e-marketing can be used by small scale business in Nigeria.
E-marketing as a marketing tool could help the small scale business in Nigeria reach a wider local market, make gain through competitive advantage while serving a better part of the market. Also E-marketing gives the small scale business an opportunity to access new export markets.
However, certain questions need to be asked concerning e-marketing with respect to small companies. They are:

1.3     OBJECTIVE OF THE STUDY
The objectives of this study however, are as follows

This study will attempt to significantly answer these questions.

 

1.4     SCOPE OF THE STUDY
This study will concentrate on the use of the e-marketing as a modern marketing tool. It’s level of awareness among small scale business managers.
Also, the general perception of small scale business manager of e-marketing; and also how small business owners have reacted to the emerging trend of e-marketing as a strategy business tool.

1.5     RELEVANCE OF THE STUDY
This research study is important or relevant in modern business practice in numerous ways. First if we consider the high level of competition in modern day businesses and threats of global economic crisis which have been noticed recently. It is however very crucial for firms to acquire business tools and apply such tools efficiently and effectively so as to create competitive advantage that will enable it make better profit, reduce cost and service more of the market size.
However, some benefits which the authors believes will be gained from this study are briefly highlighted below.