The Role of E-Marketing in the Development of Competitive Advantage to Small Fast Food Businesses in Edinburgh
Citation
(2015) The Role of E-Marketing in the Development of Competitive
Advantage to Small Fast Food Businesses in Edinburgh, no. 89.
Abstract
The internet has become a major marketing tool for all types of businesses
worldwide. The use of the internet has a major impact on fast food industry as
marketing strategies are being developed to obtain competitive advantage at all
sized businesses. The literature generalises all businesses yet the small fast food
business sector lacks information.
As the literature contains limited information in regards to small fast food
businesses, the purpose of this research project is to explore the role of Emarketing
in the development of competitive advantage to small fast food
businesses in Edinburgh. As a result, the following objectives have been
constructed:
• Exploration of E-commerce marketing and the main purpose for the business
using such facilities
• Analysing the strength and weaknesses of online marketing use
• To examine the extent SFFB use online facilities to their advantage
• Identifying the SFFB fears and concerns in the given market
Primary research was conducted with five participants running Bangladeshi,
Hungarian, Cantonese, Italian and African/Indian in the form of in-depth interviews
lasting approximately twenty minutes.
The results provided four key themes which were not detectable throughout the
current literature or displayed diverse information, the themes are; Marketing trends,business environment, strategic planning and overall business perception. The
themes consequently support the literature.
The small fast food industry is over-crowded yet lucrative once appropriate
marketing strategy is implemented whilst simultaneously obtaining competitive
advantage. Further areas of study are needed; third party online ordering
organisations and fast food product substitution are some areas of interest that
lacks literature.