Impact Of E-Marketing On Revenue Generation Of Coles Supermarket

Problem statement

Internet marketing has become the most popular business practices that have brought the revolution in the promotional practices of an organization. Not only for the business development, but also for developing an effective brand image e-marketing plays a significant role. In the 21^st century, the e-marketing helps to develop a great relationship between the employers and customers. It is also true that through the effecting online marketing practices, the organizations get the chance to increase its brand as well as product awareness. With the help of online marketing, the sales rate of an organization also gets influenced. Due to the increasing uses of the internet among the young generation, the people have aware about what is rulings the market. In this situation, developing brand image through the online market has become very important in terms of gaining the competitive advantage. Therefore, it can be said that e-marketing is very effective in terms of driving purchasing decisions of the customers. In this study, the impact of e-marketing on revenue generation of Coles supermarket will be discussed. Coles is a renowned supermarket in Australia. By highlighting the correlation between e-marketing and revenue generation, the researcher will reach the ultimate solution.

It cannot be denied that due to the increasing uses of the internet, the young generation has got highly influenced by the online marketing (Strauss & Frost, 2016). Due to this reason, the desires and requirements of the consumers have influenced. Another way, accessibility of internet in the market has brought various options for the customers. Due to this reason, the sales revenue of the organizations is getting affected. It is true that sometimes negative impression of the organizations also creates barriers for gaining the competitive advantage. Hence, in this study, it will be discussed in this stud that due to the e-marketing, productivity, brand image and buying behavior of the customers are being influenced, which are directly influencing the sales rate.

• To identify the impact of e-marketing in revenue generation of Coles supermarket 
• To evaluate the impact of e-marketing on market share
• To investigate the different elements of e-marketing 
• To recommend suitable strategies for improving e-marketing 

• What are the impacts of e-marketing in terms of revenue generation of Coles supermarket?
• How market share gets affected by the e-marketing?
• Which are different elements of e-marketing?
• Which can be the proper strategies for improving e-marketing?

H₀ 1: There is no impact of e-marketing on revenue generation in Coles

H₁ 1: There is the impact of e-marketing on revenue generation in Coles

H₀ 2: There is no impact of e-marketing on market share in Coles

H₁ 2: There is the impact of e-marketing on market share in Coles

E-marketing has highly contributed to the current business industry. From the customer relationship management to brand image development practices are being done through the online marketing (Srinivasan, Rutz & Pauwels, 2016). It cannot be denied that after the introduction of e-marketing in the industry brand awareness among people has increased. On the other hand, it is also true that sharing information regarding the products and services have become easier for the organizations due to the online marketing. It cannot be denied that e-marketing has brought the opportunity to the organizations so that these are being able to solve the customers’ query and problems within a few minutes. It has also increased the demand for ecommerce among the people. In the 21^st century, people have become brand conscious (Li & Kannan, 2014). In this situation, the effecting branding is being done with the help of online marketing strategies. Business operations, as well as performance management practices, are also being influenced by the e-marketing practices. With the improvement in customer service practices, the rate of loyal customers has also increased.

Aim and objectives

After analyzing the statistical data in 2018 regarding the e-marketing trends in Australia, it has been identified that near about 3.79 billion USD has been used in online marketing in this year (Webalive.com.au, 2018). With the increasing growth in e-marketing, in the Digital marketing statistical report it has been assumed that within 2022, the total revenue will increase near about 60%. In the different mediums of online marketing, near about 1.85 billion USD is being invested.

Figure: Different marketing tools in Australia

(Source: Webalive.com.au, 2018)

In the above diagram, it has been clearly shown that the projected revenue in 2018 is 1.85 billion USD, which may increase to 1.92 billion USD within 2022. On the other hand, in banner advertising, 0.62 billion USD revenue has been reached in 2018, which may increase 0.94 billion USD. With the increasing uses of social media among the consumers in the year 2018, it has reached 0.59 billion USD (Webalive.com.au, 2018). It can be expected that it will reach 0.73billion USD. Through YouTube and others video channels, the organizations have focused on video marketing practices. In this year 0.50 billion USD has reached, which can increase 1.05 billion USD in 2022. Classified ads have reached 0.22 billion USD, that may increase in 2022 (Webalive.com.au, 2018).

Figure: Comparison of e-marketing in a global context

(Source: Webalive.com.au, 2018)

In the above diagram, it has been identified that in of most of the countries search engine is popular among the online marketing practices. In the case of New Zealand, the uses of the search engine are 58% of the entire promotional practices. On the other hand, in the case of Australia and the UK, the rate is 45% and 50%. In the case of the US, the rate is 46% (Srinivasan, Rutz & Pauwels, 2016). Therefore, from the above analysis, it can be said that the comparing the uses of all the marketing tools, the rate of search engine uses is quite higher. On the other hand, it has been mentioned that compared to the search engine uses; the UK is in the top position.  

Figure: International comparison of uses of e-marketing

(Source: Webalive.com.au, 2018)

In the IAS global expenditure report, it has been identified that in the entire marketing operation in Australia, 51% marketing practices are being done through online. On the other hand, in the case of New Zealand, the 41% marketing is being done depending on the e-marketing (Webalive.com.au, 2018). It has been identified that the use of social media is 39% of the entire marketing practices in the US, which is comparatively low among the other countries (Gillespie & Riddle, 2015). On the other hand, it has been identified from the above diagram that in the UK market, the rate of online marketing practices is 52%, which is comparatively higher than the other countries.

Research question

In the 21^st century, the customers are fond of technology. The technological availability among the young generation has influenced the business practices (Dahnil et al., 2014). Due to the availability of the internet, the brand awareness among the young generation has increased. Due to this reason, needs and demands of them rapidly change. On the other hand, it is true that it has become very challenging for the organizations to satisfy the needs of the young generation. It has been mentioned in this study that the availability of the internet has increased the uses if e-commerce in the industry.

Conducting a research project in logical manner, research philosophy is very important (Palinkas et al., 2015). Positivism research philosophy will be selected by the researcher. The reason behind selecting positivism is by following the scientific approach; it will help in the case to teach at the ultimate outcome. Another way, it can be said that the relationship between different variables will be done in an appropriate manner.

Designing the research project in an appropriate manner is very important in terms of developing the identifying the research issue appropriately (Taylor, Bogdan & DeVault, 2015). Among the three research designs, the researcher will choose the descriptive research design. By following the research design, the correlation between the e-marketing and business revenue will be highlighted by the researcher. On the other hand, it is true that by following the descriptive research design, the researcher will be able to identify both the positive and negative influence of e-marketing on revenue generation.

Among secondary and primary data, the secondary data will be gathered by the researcher. The secondary data regarding the company annual report, business revenue, profitability, investment and availability of the customers will be collected from the official website of Coles supermarket (Lewis, 2015). On the other hand, the statistical data will also be collected from the official website of the Australian government.

Among the qualitative and quantitative data, the quantitative data will be collected by the researcher (Cleary, Horsfall & Hayter, 2014). The regression will be done depending on the dependent variables such as market share and revenue generation of Coles supermarket and independent variable e-marketing. The researcher will show the correlation between both the dependent and independent variables. It will be shown in this study that the digital value sales revenue and market share are being influenced by the e-marketing.

Data Protection Act 1998 will be followed by the researcher, where it has been mentioned that the authenticity of the information will be maintained (Carey, 2018). On the other hand, it is the responsibility of the researcher to provide proper referencing in the project. The information will not be copied from any of the sources, without in texting. Only for the academic purpose, the research project will be used. The researcher will not use the company log in the research paper.

Figure: Gantt chart

(Source: created by the author)

Conclusion

In the study, it has been identified that the e-marketing is being considered as the important, influential factor for generating the business revenue. The study will shed light on different e-marketing tools and develop the correlation between the e-marketing and market share. On the other hand, different effective strategies will be introduced by the researcher so that the e-marketing strategies can be developed in an effective manner. At the end of the study, the H₀1 and H₀2 will be achieved in the study. If the proper methods are followed by the researcher, it will help to evaluate the impact of e-marketing on market share on Coles supermarket.

Reference

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Coles.com.au, (2018). Retrieved from https://www.coles.com.au/about-coles/annual-reports.

Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.

Gillespie, K., & Riddle, L. (2015). Global marketing. Routledge.

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Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.

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Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440-453.

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Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.

Webalive.com.au (2018). Retrieved from https://www.webalive.com.au/online-advertising-trends-australia

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