The Role of E-Marketing in the Development of Competitive Advantage to Small Fast Food Businesses in Edinburgh

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.