Effectiveness of digital marketing on food and beverages SMEs sales performance

Mohd Mua’at, Nur Nadiah (2024) Effectiveness of digital marketing on food and beverages SMEs sales performance. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The study examines the impact of digital marketing on the sales performance of small and medium-sized food and beverage companies. The study investigated the correlation between digital marketing efforts and sales growth in food and beverage SMEs. It also analysed the strategies used by these businesses and sought to gain insight into the factors that enhance their effectiveness. SMEs can monitor posting frequency to gain insights into user engagement, behaviour, and purchasing patterns. Small and medium-sized enterprises must assess the profitability of their digital marketing strategies. The study will explore the correlation between food and drink and digital marketing. The study investigated the correlation between digital marketing efforts and sales expansion. The study aimed to identify approaches used by small and medium-sized food and beverage enterprises. In this qualitative study, face-to-face interviews and website and journal data were used to collect information. Six small and medium-sized food and beverage companies were selected using non-probability, non-probabilistic sampling, and data were analysed using thematic analysis. Research techniques aimed at enhancing the digital marketing strategies and sales performance of small and medium-sized food and beverage companies. The study found that food and beverage digital marketing tactics are challenging. These techniques leverage several platforms and require a strong understanding of how to connect customers, keep prices low, and use flexible approaches for certain groups. These ideas assist small firms produce more money by combining many strategies. This is because food and beverage digital marketing is continually changing.

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