Challenges of digital marketing on food and beverages SMEs

Mohammed Yunus, Nor Harlina (2024) Challenges of digital marketing on food and beverages SMEs. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study investigated the challenges faced by small and medium-sized food and beverage companies (SMEs) in Melaka, while implementing effective digital marketing tactics. The investigation, which encompassed performing comprehensive literature reviews and collecting primary data via interviews and surveys, unearthed various concerns. The issues encompass limitations in financial resources, a scarcity of expertise in digital marketing, difficulties in keeping up with advancements in technology, and intense rivalry. This study emphasises the direct impact of these challenges on the ability of small and medium-sized enterprises (SMEs) to effectively employ digital marketing platforms to increase their reach, interact with customers, and generate sales. The findings not only provide a comprehensive understanding of the digital marketing challenges faced by small and medium-sized firms (SMEs), but also offer practical advice on overcoming these barriers and capitalising on the opportunities presented by digital marketing. Besides, the conclusion, offers a succinct summary of the primary tactics and challenges encountered by small and medium-sized firms (SMEs) in the food and beverage sector regarding digital marketing. It underscores the importance of employing strategic approaches such as forging alliances, guaranteeing effective communication, and extending their online presence. The conclusion emphasises the significance of addressing operating expenses, usage restrictions, and brand awareness limitations in order to enhance the efficacy of digital marketing. The text highlights the significant importance of platforms like TikTok, Facebook Ads, and search engine optimisation (SEO) in assisting small and medium-sized firms (SMEs) in accomplishing their business goals. Ultimately, the report advocates for deliberate actions to overcome these barriers and maximise the benefits of digital marketing for small and medium-sized firms in the food and beverage sector.

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