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CHAPTER 1: RESEARCH PROPOSAL

 

1.1 Introduction

Marketing is the process through which organisations deliver information about their products and services to the customers. Marketing management of business organisations uses two types of marketing methods which are traditional and digital marketing methods in order to promote their goods and services (Jernigan and et.al., 2017). In accordance with this context, the present research will be based on comparative study of traditional marketing method and digital marketing method used by Mitsubishi in UAE. Tradition marketing is one of the oldest marketing methods used by organisations. It is also one of the most recognisable forms of marketing. Traditional marketing methods includeinclude print advertisements, such as newsletters, billboards, flyers and newspaper print ads. In today’s world technological development is rising rapidly (Royle and Laing, 2014). Organisations use other platforms in order to promote their products effectively and efficiently. These platforms involve theuse of information and digital technology.

Digital marketing platforms include promotion of goods and services on theinternet, social media, mobile phones or any other digital medium (Tiago and Veríssimo, 2014). The study will focus on both the methods of marketing used by the organisation and will evaluate it impacts on the organisational productivity and profitability. For gaining an in depth insight into the matter of subject, the researcher will aim to use the most precise and systematic approach. The researcher will take help of various articles written by senior scholars and researchers in order to establish anefficient theoretical framework. Precise research methodology will be used in the dissertation to increase the effectiveness of research study. The data will be collected from both primary and secondary sources and analysis of data will be made so that meaningful information can be produced. Eventually, recommendations will be made by the researcher so that the client organisation can make certain improvements.

1.2 Research Background

Mitsubishi Motors Corporation is Japanese based organisation whose headquarter is located in Minato, Tokyo. Since its inception, the company has been successfully operating in United Arab Emirates (UAE). The United Arab Emirates is the second largest automotive market in Gulf Cooperation Council (GCC) after Saudi Arab. Mitsubishi is the third largest automotive corporation operating in UAE following Nissan and Toyota. Approximately, 55413 Mitsubishi cars were sold in 2015 and the organisation was able to retain 13.4% of market share in the country (UAE – Automotive, 2016). The marketing management of Mitsubishi uses different approaches and methods in order to increase their sales and profitability. The present study will aid in analysing the comparison between traditional and digital marketing methods used by the organisation. Thus, this organisation will be appropriate to accomplish the aim and objective of the research. This dissertation will further have literature review on traditional and digital marketing methods and data analysis chapter in order to comprehend the objectives of the research.

1.3 Purpose of Study

Marketing is an essential part of thebusiness organisation. Without marketing, no organisation will able to deliver the information about the products and services they produced to the customers (Ryan, 2016). Today we are living in an era characterized by dynamism and competition where organisations use different marketing methods and techniques in order to sustain in the competitive environment. The marketing of goods and services is done to increase the attraction of customers towards theorganisation. In this manner, business corporations use various methods and techniques that benefited them at low cost. The main motive of research is to make acomparative analysis of traditional marketing methods and digital marketing methods. In this context, the chosen organisation is Mitsubishi. The whole study comes from the topic of Marketing Management. At the end, the study will provide thebest recommendation of using both the marketing methods appropriately and precisely.

1.4 Research aims and objectives

Aim

            “To analyse the comparison between traditional marketing methods and digital marketing methods used by Mitsubishi in UAE.”

Research Objective

·         To understand the concept of traditional and digital marketing.

·         To determine the tools used in traditional and digital marketing by Mitsubishi in UAE.

·         To compare traditional marketing methods and digital marketing methods used by Mitsubishi in UAE.

·         To recommends ways to improve marketing strategies of Mitsubishi in UAE.

1.5 Significance of research

In order to sustain in the competitive markets, it is essential for the organisation to attract maximum customers. It is the duty and responsibility of the marketing management of the organisation to formulate and implement specific strategies and utilise appropriate marketing method that will increase the attraction of customers. In this context, the present study will compare traditional marketing methods and digital marketing method used by Mitsubishi. This will help in identifying which methods generate more productivity and profitability for the organisation. Further, this research will help the marketing management of Mitsubishi by telling them about the marketing strategies used by them in UAE. Marketing is very vital part of theorganisation. It helps in delivering the information about the products and services which the organisations produced to the customers. In this way, multinational corporations able to sustain in the competitive market economy.

1.6 Research Questions

Formulations of questions for research are essential as they describe the framework of theresearch project. In the present study various questions are formulated and are described below:

1.      What are applications of traditional marketing and digital marketing?

2.      What tools are used by Mitsubishi for traditional and digital marketing of goods and services?

3.      What is the difference between traditional and digital marketing methods?

1.7 Who will it help?

The research will help the marketing management of Mitsubishi as they will able to know about the pros and cons of both the methods of marketing. Further, this research study will help the end users and researcher as they will able to comprehend the methodologies marketing. In this way, the following dissertation will be beneficial for both the organisation and management of Mitsubishi.

1.8 Structure of dissertation

While undertaking a research topic, the researcher is required to follow a sequential pattern by adhering to a well-defined and appropriate structure. The structure can be demonstrated by following series of chapters that can be undertaken as a part of thedissertation. The chapters are listed below:

·         Chapter 1: Introduction- This is the first chapter of thedissertation. A brief overview of the research study is described in this chapter. This includes the background of study, purpose, aim, objectives,and significance of theresearch. It helps the end users to understand the motive and purpose of the research study efficiently.

·         Chapter 2: Literature Review- The second chapter of the dissertation is aliterature review or bibliography review. In this chapter, the researcher will analyse, compare and contrast on the articles and researches done by senior scholars and researchers. The motive of theliterature review is to establish atheoretical framework that describes the title of thetopic.

·         Chapter 3: Research Methodology- This is the most important and essential chapter of thedissertation. In this chapter, the researcher explains the framework of dissertation structure, research approach, design, and philosophy, themedium of acollection of data, sampling, analysis, limitation and ethical considerations.

·         Chapter 4: Data Analysis and Findings-This is the fourth chapter of thedissertation in which the researcher will analyse the data collected by him/her into meaningful information. This is done with help of precise tools and techniques. The overarching aim is to identify significant patterns and trends in the data and display these findings meaningfully.

·         Chapter 5: Conclusion and Recommendations-It is the fifth and last chapter of dissertation where researcher provides a brief synopsis of the research study. After analysing the title of research, the researcher also provides recommendations so that improvements can be made

1.9 Framework and analysis

·         Research Design: Research design represents the overall strategy that is used by the researcher to accomplish the aim and objective of thedissertation (Mackey and Gass, 2015). There several types of research design and it depend on theresearcher to select amost precise design for aresearch project. Descriptive research design will be used by the researcher in order to carry out the dissertation effectively.

·         Research Approach:  Theplan and procedure that comprises of the steps of broad estimations to adetailed method of data collection, analysis and interpretationare known as theapproach of research (Taylor, Bogdan,andDeVault, 2015). There are three types of research approach which are used by the researchers. In present dissertation and research study, deductive research approach will be used by theresearcher in order to analyse the case studies and theories efficiently.

·         Research Strategy: Research strategy is the plan through which the researcher aims to accomplish the objectives of dissertation effectively and efficiently. In the present research study, the researcher will aim to use both qualitative and quantitative research methods. This will aid him/her in analysing and interpreting the data and theories adequately.

·         Research Philosophy: Research philosophy is the belief about a way in which data will be collected, analysed and used. There are four types of research philosophy and it is the duty of researcher to selects the precise philosophy (Flick, 2015). This will helps him/her to frame the dissertation effectively and efficiently.In the present study, positivism research philosophy will be used by the researcher. Positivism research philosophy is highly structured and can be used with both qualitative and quantitative approach.

·         Data Collection: Data will be collected from both primary and secondary sources. Questionnaire will be used in order to collect data from primary source. The questionnaire will be provided to the staff and managers of Mitsubishi and their reviews will be collected afterwards.

·         Sampling: Sampling is the process of taking small proportion of data from large pool of information. Sampling of data will be done by using simple random sampling methodology.

·         Data Analysis: Data analysis is the process of transforming collected data into meaning full information (Gast and Ledford, 2014). Thematic analysis will be used by the researcher in the present study to analyse and interprets the data efficiently.

CHPATER 2: LITERATURE REVIEW

2.1 Introduction

The second chapter of dissertation where researcher will analyse the articles and researches of various authors, scholars and researchers which are relevant to the topic of research study. The aim of literature review is to establish theoretical framework to research. Here reviews of various authors will be critically analyse and compared so that robust evidence for research study can be develop.

2.2 Concept of traditional and digital marketing

According to Armstrong and et.al.,(2015)marketing is an art and science of exploring, creating, and delivering value to customers in order to attain maximum satisfaction. Marketing is the process through which the management of business organisation aims to provide information about the particular product or services. Marketing is very essential and vital part of business organisation, as without marketing the management will not be able to provide information to their targeted customers. As per Menon and et.al.,(2015)the term marketing term was first used in Middle Ages where market towns begin to flourish in England and other European countries. Since, then marketing beings to evolve and in present era there are many methods of marketing has been developed by the management of business organisation. Now there are two broad marketing approaches which are used by marketer of current era.

Traditional and digital marketing are the two methods which assist companies to promote their goods and services effectively and efficiently. Lusch and Vargo, (2014)enunciated that before development of information technologies and systems, organisation majorly relies on traditional approach of marketing. In traditional marketing approach, the marketing manager promotes about products and services of organisations on print media.This includes newspaper, magazines, pamphlets, posters, broachers, catalogue or commercialising on television, radio etc. According to Safko, (2013)traditional marketing approach has been proven successful for majority of business incorporations.These methods help corporations to maximise customer base and promulgates profitability of company. Leeflangand et.al.,(2014)argues that traditional methods of marketing might have proven to be successful, there are certain disadvantages associated with it. Firstly, these methods are expensive and impacts on budget of organisation. Secondly, traditional methods of marketing are becoming obsolete since the inception of internet and digital marketing methods. Xu, Frankwick and Ramirez, 2016connotes that due to lack of facilities and development of technologies in developing countries, digital marketing fails to obtain results. In this context, traditional mode of marketing is used by the management in order to provide information to people about the products and services of organisation (Levy and Gvili, 2015). Thus, this implies that traditional approach of marketing is very important and essential to increase the profitability and productivity of companies.

According to Ryan, (2016)defines digital marketing is the marketing of products and services using digital technologies. The advertising and promotion of goods and services are majorly done on theinternet, mobile phones or any other digital medium. Digital marketing methods are not only effective but also making traditional marketing methods disappear. Royle and Laing, (2014)said that people now prefer anonline mode of searching, shopping and transacting which gives birth to the digital marketing approaches. Marketing management of organisations develops various tools through which they promote organisational goods and services digitally. According toHolliman and Rowley, (2014)the term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted but did not allow them to share this information over the web. In 2006, digital marketing got flourished due to increase in web trafficking evolutions of social media websites (Chaffey and Allen, 2015). This results in golden opportunities for the organisations to begin promotion on digital platform. As per Atwal and Williams, (2017)there are ample of advantages of digital marketing which helps today’s companies to promulgate their productivity and profitability adequately. It is cost efficient and time saving, further management invest limited efforts and get large return.Tiago and Veríssimo, (2014)argues that digital marketing have certain demerits and disadvantages that impacts on the performance and growth of organisations. Customer can access to the website of organisation and can learn about the stuff which affects his or her purchase decisions. Further, real-time customer complaints and feedbacks trouble the management of organisation. It negatively impacts the growth and development of company (Stone and Woodcock, 2014). Another disadvantage of digital marketing is management of business companies need to provide training to employees which requires time and cost of organisation. Customers have access to competitor’s websites which affects his or her purchase decision. As per the reviews of Karjaluoto, Mustonen and Ulkuniemi, (2015)digital marketing ignitesa new spark in marketers to increase promotion of organisational products and services efficiently. Albeit of having disadvantages, digital marketing becomes more successful and precise method of advertising and promoting of goods and services of organisation. With the help of search engine optimisation and social media marketing, marketing management of organisation able to attract more and more customers adequately. Further interactive and user friendly websites assist customers to obtain information about desired products and services by just visiting particular organisation website.

Labrecqueand et.al.,(2013)compare digital and traditional marketing methods and stated that both methods of marketing are necessary. Traditional marketing has certain advantages that help in theattraction of customers and digital marketing helps customers by providing them precise information on thedigital platform. Thus, it is the duty and responsibility of themanagement of companies to selects appropriate approach to marketing so that maximum customers can be targeted and organisation can attain its desired goals and objectives. Marketing is an essential component and part of theorganisational activity. Without it, management of firms would not able to advertise the products and services efficiently. According toMenon and et.al., (2015) since the inception of theinternet and digital technologies, the management of companies transform their perception towards marketing practices. Digital marketing embarked revolution in the marketing practices. Today’s marketers create interactive and user friendly advertisements that make customers understand the concept of products. In comparison with thetraditional approach, digital marketing methodologies are considered more efficient and precise.

There are various platforms on which organisation can promote about goods and services adequately. Lusch and Vargo, (2014) enunciated that social media marketing is one of the most popular and cost efficientsources of digital marketing. In this marketers, promote their goods and services on social media websites like Facebook, Twitter, LinkedIn, Instagram, YouTube, etc. It helps them to display the information about products to thelarger audience. In this context Safko, (2013) argues that marketing on social media can also damage the reputation and goodwill of organisation. With real time customer feedbacks and negative comments about products and services may influence other customers. Further, on digital marketing customers can easily compare products of different firms and selects the optimum product for their use. This can reduce the profitability of thecompany. Leeflangand et.al.,(2014) said that in traditional marketing customers get only that information which management wants them to know. Traditional marketing does not required theuse of internet and promotional material can be kept and recycled efficiently. For small and medium size enterprises, traditional methods of marketing are considered as aboon. Their management can easily provide the information to local and targeted customers. Thus, from the analysis, it can be understood that both approaches to marketing have some pros and some cons. It depends on the marketing management of companies which methods they prefer to deliver information to their targeted customers.

2.2 Tools and techniques for traditional and digital marketing

According to Xu, Frankwick and Ramirez, (2016) marketing of organisational goods and services are done by the organisation in order to increase customer base and maximising profits. There are various tools and techniques for marketing used by the management. Traditional marketing methods are those methods which are used by the management since the inception of organisation and markets. Earlier, marketing was done by going places to places to provide the information about the customers about particular organisational products.Kotler and Armstrong, (2010)connotes that traditional marketing activities typically involve advertising, publicity, sales, merchandising and distributions. There are different tools and methods of traditional marketing which are available to firms. Direct mail, print, broadcast, referrals are some of the methods of traditional marketing.

According to De Mooij, (2013)direct mail is the process through which management of organisationssends information regarding the organisational products or performance on the residential address of customers. Usually, direct mail methods are used by large scale organisations who deliver their annual report to their shareholders. This method was considered as most effective and efficient method of traditional marketing. Khang, Ki and Ye, (2012)argues that direct mail method of delivering information have many flaws. Firstly, it is costly and time consuming and secondly, there is no guarantee whether the customer or shareholder received the information precisely or not. This greatly impacts on the productivity and profitability of business firms.

Dinner, Van Heerde and Neslin, (2014)enunciated that print media becomes more popular since the inception of theadvance printer and hybrid technologies. Organisations create advertisements and post them in newspapers, magazines, articles, books, etc. This medium proved to be successful and management was able to maximise their customer base. In this context, it can be understood that print media was considered as abest tool for traditional marketing approach. There are some advantages associated with print media. Firstly it targets local audience and delivered them precise information thoroughly. Secondly, it provides exact information to the customers which results to be useful for them and lastly it saves efforts of the managers in organisations. Belch and et.al., (2014)argues that message delivered through print media is static and cannot be change once delivered. In order to add more information, organisations need to produce more or modify the message and then again give to the media for printing. This adds cost to the management and becomes more expensive. Another issue associated with print media is cluttering of advertisement. Regional or local newspaper contains hundreds of advertisements including classified and box advertisement. Standing out of the crowd is the biggest challenge faced by organisations. Sheehan, (2013)stated that another tool for traditional marketing is referral. Here a customer who fully satisfied with the product or services he/she purchase from some specific organisation referred to his or her friend or family about the organisation (Simula, Töllmen and Karjaluoto, 2015). It is free and efficient publicity of organisation as all management has to do is to satisfy the customer. For instance, a customer purchase car from suppose XYZ automobile limited. If customer is fully satisfy with the car and organisation after sale services, than he or she definitely refer about the organisation to his or her family members, friends or relatives. Stephen and Galak, (2012)argues that referral method can only be successful if organisation able to satisfy the customer. Customer satisfaction plays a major role in this approach. If organisations fail to do so, then it will impact on the behaviour of customer and he or she may not refer about organisational products or services to his or her relatives or friends (Persaud and Azhar, 2012). As technology begins to evolve, marketing management of organisations begins to use radio and television as traditional source of marketing. Huang and et.al., (2013)enlighten this by saying that broadcasting advertisement on radio and television helps the management to deliver the information about products and services effectively. Management creates commercial by hiring professionals or celebrities as their ambassadors. This strategy helps the management of firms to demonstrate the advantages about their products further assist in generating ample of customers. Pfeiffer and Zinnbauer, (2010)argues that broadcasting method of traditional marketing is extravagantly expensive than other sources of marketing. Further, if commercial harm any religious sentiments, it can create negative consequences and damages the overall reputation of organisation.

As compared to traditional methods of marketing, digital marketing techniques are more efficient and effective. Hensel and Deis, (2010)enunciated that as the rise and advancements in technology, marketers of today’s era innovated new and innovated form of marketing methods. Digital marketing refers to the advertising of products and services of a firm with the help of internet and digital technologies. There are several methods of promotion through digital marketing methods such as search engine optimisation, search engine marketing, content, social media marketing, pay per click advertising, affiliate marketing, mobile and email marketing. Yeoh, Othman and Ahmad, (2013)said that search engine optimisation and search engine marketing is the process of affecting the online visibility of a website or web page in a search engine. Many organisations use this method so that their organisation name and web page can be visible to the users. According to Daj, Samoilă and Ursuţiu, (2012)the latest trend followed by today’s managers is to advertise their products or services on social media websites. There are ample of social media websites at present which includes Facebook, Google+, Twitter, Instagram, YouTube etc. Promoting on social media helps increase in viewers and managers can able to increase their customer base. There are other methods of digital marketing which includes third party websites. Edelman, (2010)said that pay per click refers to the method through which advertisers pay a fee every time their ads has been clicked or viewed by an individual. This gives advantage to the management of firms to maximise the promotional activity and promulgating the profitability of company. Holliman and Rowley, (2014) argues that despite of having that much benefits, using digital technology of marketing might negatively impacts the profitability of organisation. Many marketers in order to seek more customer attraction posts unnecessary or vague information on internet. This gives advantage to the competitor firms to target particular organisation (Khan and Siddiqui, 2013). Further, digital marketing methods are often not reliable and areas where internet facilities are not available, it becomes difficult for management to provide information to the customers. Digital marketing methods are new and innovated form of marketing tactics which are implemented by the marketers of today’s organisations. Brennan and Croft, (2012) said that digital advertising of goods and services are considered as boon for small and medium size organisation. These are cost efficient and saves time and efforts of managers. Thus, it can be understood that digital form of marketing has many pros and cons and it depends on the marketing manager that which method he/she utilises in order to maximise customer base and promulgates the profitability of company. Marketing of goods and services are very essential and vital for survival of organisations (Grishikashvili, Dibb and Meadows, 2014). It helps the managers and management to maximise the market share of corporations and leads towards sustainable growth and development. In order to increase the productivity and customer base, marketers of today’s era make ceaseless efforts and utilises optimum method for marketing.

2.3 Conclusion

From the above literature review it can be concluded that marketing is very important process of organisation. There are several methods and approaches of marketing which are used by marketers of today’s era. This helps them to increase their customer base and organisation able to sustain in competitive environment. Traditional marketing proved to be successful and is considered as the oldest forms of marketing. Since the evolution of internet and digital technologies, management developed new and efficient form of advertising. Both the approaches have some merits and demerits and it’s totally depends on the marketing management of business firm, which method they select to generate maximum attraction of customers.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

            Research methodology is the third chapter of dissertation where researcher defines the structure and methods used by him or her in order to accomplish the aim and objective of study. It is considered as the backbone of research study (Saunders, 2011). Without precise structure or framework of research, researcher won’t be able to attain the goals and objectives of dissertation. It consists of several points which include research philosophy, design, approach and strategy. The methods of gathering data, it sampling and analysis of data are part of research methodology. The restrictions or barriers faced by researcher and ethical consideration are also discuss in this chapter. In this context, the methods and approaches of research are discussed below.

 
   
3.2 Research Philosophy

Stands in the outer layer of Saunder’sonion, research philosophy is considered as first topic to be covered before carrying out any research. It is a belief or a way through which researcher collects data, analysed it and used it appropriately so that the aims and objectives of research study can be attained (Saunders and Lewis, 2012). There are four types of research philosophies which are used by researcher. Research philosophy targets the source, nature and development of knowledge. Knowledge creation is vital for completing the dissertation. With the help of appropriate research philosophy, researcher able to create the knowledge of research study adequately. The philosophy of dissertation will cast back the researcher important estimations and those estimations will serve as base for strategy of research. There are four types of research philosophies used by authors and researcher. In the present study to analyse the comparison between traditional marketing methods and digital marketing methods used by Mitsubishi in UAE, researcher has used positivism philosophy of research. Positivism research philosophy is highly structured and can be used with both qualitative and quantitative approach. The researcher is independent to form the study and there are no amendments for human interest within the study.

3.3 Research Approach

Research approach is yet another important aspect of research methodology. It is the second layer of research onion and comes after research philosophy. Research approach is refers to the scheme and design of research study (Lyon, Mšllering and Saunders, 2015). It is the systematic and precise plan and procedure for research that contains the process from broad estimations to in-depth methods of gathering data, analysis and interpretation. There three types of research approaches which are used by scholar or authors in order to carrying out research study. These are inductive approach, deductive approach and abductive approach. In the present study to analyse the comparison between traditional marketing methods and digital marketing methods used by Mitsubishi in UAE, researcher used deductive approach of research. When conclusion is derived from logically from set of premises, deductive reasoning occurs. The conclusion remains to be true when all the premises are true. Deductive research approach assists in describing the relationships between all the variables. Generalisation is consider as one of the characteristics of deductive research approach. It generalises about symmetries in human social behaviour which is essential to choose samples of adequate numerical size.

3.4 Research Strategy

Research strategy is the systematic and precise action plan which is formulated by the researcher in order to attain the goals and objective of research study. It is framework through which researcher answer the formulated research questions. Research study is totally relied on the research title and rese



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