Identifying the Value of Employing Proper commerce industry?

Lastly, how effective is it when proper

Marketing Strategy in E-Commerce marketing strategy is applied on online business? To gather all
of the needed information from the respondents, the study was
conducted through the use survey questionnaires, distributed
Janella Dagale & Vinabie Puño
using an online survey administration app, known to many as
Google Forms. The respondents were chosen through
Abstract Purposive Sampling Technique. In this technique, 25 people
were employed as respondents. But to be included in the
The aim of this study is to identify the value of sample, certain classifications are needed, respondents must be
employing proper marketing strategy in overcoming the an online seller of fashion items in the area of Bacoor and their
competitive world of E-commerce; to determine what business has been operating for 1 year and above.
marketing strategy is the most effective, effective enough to
After the gathering of data, everything that was
help the business generate more income and attract more loyal
obtained was tallied and analyzed. The results shows that most
customer; to help online sellers on their venture on establishing
of the respondents utilized Social Media Marketing on their
a marketing strategy that could help them build a competitive
online business. The positive impacts of exercising the proper
advantage against their competitors in the business. Entering
marketing strategy was also indicated. Also, the difference
the world of online selling requires less effort than the usual
between the strategies used in an online and in an offline
type or kind of business. But, as the advancement of the
business was discussed by the respondents. The results prove
technology goes bigger and broader every day, the number of
that the value of employing the proper marketing strategy is a
people doing the online selling business has done the same
significant factor to be considered in overcoming competitors
thing as well. It became a popular and in-demand way of
in the world of E-commerce. However, there are still some
selling goods and some services as well. To be able to address
unique response that indicates the contradictory idea of what
and find solution to that inevitable occurrence is one of the
was proven. Furthermore, the result of the survey identifies the
reason why this research subsist.
true value of employing proper marketing strategy in the
The research sought to answer the following research business of online selling, and it is definitely an important
questions: First, what is the significant marketing strategy to be factor in the business. The future of the business lies on the
performed as a solution in the growing competition in e- decision of the owner. Major assessment must be considered
commerce? Second, what are the differences between the right before coming up with the final decisions. Doing these things
marketing strategy to be used in e-commerce and in the normal would ensure the stability of the business despite the fierce
offline business? Next, how did the online investors cope and competition happening inside the online business world.
manage the outgrowing popularity and competition of the e-
 Marketing in E-commerce 2

Keywords: Competition, e-commerce, marketing strategy, Businesses use the Internet, extranets, or electronic data
online business, online sellers
interchange (EDI) in carrying out e-commerce (Smith, 2011).
Introduction “E-commerce has experienced rapid growth since its

humble beginnings with e-commerce sales projected to grow to

Earning a living has never been easy, however, due to
434.2 billion USD by 2017” (Morrish, 2015). The powerful
the continuous advancement and innovation of our society
impact of e-commerce should not be wrong about as it remains
today, what people thought to be hard became easier. With the
to perceive in every part of one’s daily life. It also has a great
increment of inflation, especially in the Philippines, people
importance as it gives new opportunities for those small
must do everything to provide all the necessities needed for
businesses and those who invests online (Morrish, 2015). The
them to survive. And today, people can achieve all of that by
growing popularity and success of e-commerce should not be a
entering the business world. One example of a business that
subject to any doubt, as it continues to show its potential
people can easily do is E-commerce or in layman term, Online
throughout the years.
Selling.
Internet business, or "E-commerce" gains more
E-commerce consists of electronic business transactions
importance each year – Web sales made up 1 percent of all
related to the purchase and delivery of goods and services. E-
retail sales at the start of 2001, to 4 percent in the first quarter
commerce includes retail trade between business and
of 2010, according to the U.S. Census Bureau. Small
consumers (B2C) as well as business-to-business (B2B) trade.
 Marketing in E-commerce 3

businesses can gain a competitive advantage against large "Before you can make a plan to out-market your

companies by taking part in E-commerce, but this also exposes competition, you need to know who your competitors are and

them to significant risk (Huebsch, 2010). how they differ from you in terms of your offerings, branding,

But, the business world can be considered as a very marketing and positioning. After all, if you are not confident

dangerous and tricky place. Once an individual enters this that your business strategy creates some compelling

world, he or she must be prepared for the upcoming problems competitive advantage, all the marketing in the world won’t

that his or her business might encounter in the future. One of help you get ahead" (Patel, 2018).

these problems is having a great number of competitors in the Developing a marketing strategy is vital for any

business. According to Myers (2016), this problem can be business. Without one, your efforts to attract customers are

considered or recognized as a strength, because if there is no likely to be haphazard and inefficient. The focus of your

competitors, it implies or indicates that the business is weak, strategy should be making sure that your products and services

and is not doing well. "Competition is the fundamental reality meet customer needs, and developing long-term and profitable

of doing business" (Berry, 2008). This is a very inevitable relationships with those customers. To achieve this, you will

problem that one business must overcome to stay in the scene. need to create a flexible strategy that can respond to changes in

Proper marketing strategy must be applied or executed in order customer perceptions and demand. It may also help you

to do so.
 Marketing in E-commerce 4

identify whole new markets that you can successfully target competitors in the business of e-commerce within the city of

(Info Entrepreneurs, 2009). Bacoor.

A study conducted by Katherine Taken Smith (2011), Objective

she defines the purpose and value of E-commerce in our This research attempts to investigate the effectiveness

society today and discusses the risks within it. While the of performing the proper marketing strategy upon the growing

current study, tackle the problems of the business with their number of competitors in the business of e-commerce.

competitors, and how they address this problem. This is what Primarily, the focus of this research is on the booming

the research is trying to find out or measure, if employing competitions in the e-commerce industry, as the explosive

proper marketing strategy would help businesses under E- growth has been the latest mode of business through the

commerce in dealing with their competitors; to provide valid internet as a medium.

and reliable information that will serve as a guideline for the Research Questions

operation of their business. In conducting this research, the researchers had come

Research Problem up with the following questions: (1.) What is the significant

marketing strategy to be performed as a solution in the growing

This study aimed to examine the effects of exercising
competition in e-commerce; (2.) What are the differences
the proper marketing strategy upon the growing number of
between the right marketing strategy to be used in e-commerce
 Marketing in E-commerce 5

and in the normal offline business; (3.) How did the online problem of businesses under e-commerce with their

investors cope and manage the outgrowing popularity and competitors. In order to collect or attain all of the necessary

competition of the e-commerce industry; and (4.) How data to find out which marketing strategy is more applicable

effective is it when proper marketing strategy is applied on and effective when competing in the business of online selling,

online business? the researchers used the Descriptive Research Design.

Significance The purpose of this research design is to observe,

The results of this study will be a great contribution to describe, and report the behavior of a subject, or of a definite

the knowledge of those who are related and interested in the e- phenomenon without influencing it in any way; just like how

commerce industry: Small businesses, e-commerce the researchers aimed to report on the different marketing

companies/online merchants, online investors, customers, strategy used by online sellers when they are dealing with their

researchers and future online sellers. competitors. This type of research design falls under the five

different and most common kinds of Quantitative Research, it

Methods and Procedures
aims to discover how people think, act or feel in a specific way,

presented in a numerical or statistical data. Quantitative

Research design
research uses numbers as its basis for making generalizations.
The study aimed to know and assess the value of
Settings and Participants
employing proper marketing strategy in overcoming the
 Marketing in E-commerce 6

The Researchers picked a fixed number of 25 Research instruments that can be used when conducting

participants, based on the criteria set, through the use of the a research has a lot of classification. For this descriptive

Internet as the first part of the procedure. Being an online seller quantitative research, the researchers used a self-administered

is the main condition to be considered when giving out the self- questionnaire. This questionnaire will be the most important

administered questionnaire of the researchers. The participants instrument for the collection of data of the research. It is

are purposively chosen through the certain qualification of the categorized into 4 topics in accordance to the research

participants; being an investor and seller in the industry of E- questions of the study. This questionnaire is composed of 5 or

commerce. Other qualifications include the type of business 6 statements for every topic, and each statements has one

and the year it started. Their contact number and civil status follow-up questions. Overall there are a total of 42 questions

were also taken into consideration to give more depth on the and statements made by the researchers according to what they

accuracy of the data. This technique was exercised as there are know is needed to be gathered and what is related.

no distinct number of respondents determined as the population The researchers used both type of questions in this

in this particular study. Through this method and technique, the questionnaire. For the close-ended type of questions, the

value of employing proper marketing strategy will be researchers used Likert Scale to know the perspectives of the

determined. respondents coming from all areas of Bacoor regarding the

Instrument topic of the study. The open-ended type of questions can be

 Marketing in E-commerce 7

seen under each statements which also serves as the follow-up respondents. This questionnaire was done online, through the

questions for the presentation of the qualitative data. use of Google Forms. As stated by Christa Love (2014),

The levels of agreement about the marketing strategies in e- Google Forms is a web-based app used to create forms for data

commerce were rated on a 4-point Likert scales as follows; collection purposes. Making quizzes, surveys and any other

type of forms can be done by teachers, researchers and students

Scale Statistical Limit Description
anytime, without any hassle, with the help of Google Forms.
4 3.50-4.00 Strongly agree

3 2.50-3.49 Agree The form is web-based and can be shared with respondents by

2 1.50-2.49 Disagree sending a link, emailing a message, or embedding it into a web

1 1.00-1.49 Strongly disagree page or blog post. In the Google Forms, close-ended and open-
Table 1: Four-Point Likert Scale ended type of questions were answered by the respondents. In

the questionnaire, the presented statements used the Likert

Data collection
Scale — a 4-point scale. The scale is used to measure the
The researchers used a Survey Questionnaire to collect
opinions or attitudes of the online sellers; how they address
and gather every bit of information that is needed for the
competitions in their business; what marketing strategy do they
completion of the research, and obviously, from those people
use to stay at the competitive scene.
who are most likely involve on the research itself, the online
Data analysis
sellers. The whole research relies on the gathered data from the
 Marketing in E-commerce 8

The gathered data from the participants were collected Marketing Strategy

and given consideration through analyzation and deliberation Table 2 presents the descriptive statistics of the

as the focus of the statistical procedure. Then, the researchers respondents upon the given marketing strategies based on the

tallied the gathered data with the use of Frequency Distribution first research question.

and Descriptive Statistics method, the statistical data of the

responses from the questionnaires were thoroughly interpreted.

Frequency, percentages and means that were presented in a

graph were employed as the quantitative tools to assess the

value of employing the proper marketing strategy in the e-

commerce industry.

Results and Discussions

This summarizes the data collected and statistics to

address the research problem. Results and data gathered are Table 2: Marketing Strategy

viewed in a general point of view in order to come up with a

There are different marketing strategies online seller
clear conclusion of the research.
can employ when doing their business, as per the data gathered

through the survey. One of which is considering customer’s

 Marketing in E-commerce 9

satisfaction through offering the best quality of one’s product is also one of the reason why E-commerce businesses must be

and services, and also appealing to the market with the use of flawless, friendly, empathetic, and trustworthy, to make their

different promotional activities, like discounted prices, free consumer feel superior and important; to keep them as loyal

gifts and samples, are said to work best in engaging more customers (Sahin, 2012). Offering superior product and

people in your business. Most of the respondents mentioned the services to the market is also an advantage and a marketing

use of Social Media Marketing as a specific strategy that they strategy to be considered. The reason of a customer’s desire to

usually use on the operation of the business. According to the buy a product is all about its originality and quality. These

data gathered from the respondents, customer relationship strategies are chosen by the respondents and they have agreed

marketing technique must also be considered in order to appeal that all of them are also effective. To formulate an effective

to the e-commerce industry, as this will help them gain the trust strategy, the organization must know the specific target of the

of the customers. Marketing is all about the customer, making strategy, the competitors within the industry, the competitors’

them feel amazing is what matters to make the success advantages and disadvantages, and the organization’s own

guaranteed on your side (Basnak, 2018). “The real marketing advantages and drawbacks. Through this, the advantages

strategy for E-commerce is about creating an environment should be exploited and the disadvantages should be avoided to

where people are happy to provide their contact details and win in the competitive world of e-commerce (Qin et al., 2014).

they feel good and positive, not annoyed” (Basnak, 2018). This
Difference between Online and Offline Marketing Strategy
 Marketing in E-commerce 10

Table 3 represents the descriptive statistics of the business. They mentioned Personal Selling as one of them, as

respondents upon the given marketing strategies based on the they believe that it is easier to build trust in a face-to-face

second research question. communication. But, the result also shows that the strategies

used in an online business produces more profit then those of

the offline. This due to the fact that accessibility plays a great

role for the online strategies, it is much easier to employ and it

does not require great effort, cost and expenses. The major part

of the respondents argued that there is a huge difference

between the strategies used in an offline type of business with

the online type. Same as on how it can be conducted,

marketing strategies used in an offline business are not easier

to conduct or utilize in a business. However, on the situation of

Table 3: Difference between Online and Offline Marketing
Strategy those online sellers who used the same strategies for the offline

type of business, they responded that their business boomed

The result of the study also suggests that most of the and grew after they applied these strategies on their online

respondents apply the same strategy used in an offline type of business. Most of the respondents have agreed that they use the
 Marketing in E-commerce 11

same strategies used in an offline business when operating,

managing, and handling their business of online selling,

although there is a noticeable difference between them, as this

is for the purpose of appealing to the market in the most

effective way.

Competition in the Industry

Table 4 represents the descriptive statistics of the

respondents upon the given marketing strategies based on the Table 4: Competition in the Industry

third research question.

The researchers are able to build a conclusion with the

help of the questionnaire involving the topic of the study. The

respondents had their own answers but the majority suggests

that they are able to find ways and solutions in managing the

competition in the world of business. Some of these are being

innovative and creative, engaging in promotional activities and

 Marketing in E-commerce 12

providing what is best for the customers. Also, they mentioned respondents. Most of them are still in the process of dealing

Social Media Marketing as the best marketing strategy to be with the outgrowing competition, although after the application

ahead of the competition in the business of E-commerce. In and implementation of the said strategies, immense and great

order to grow an advantage against their competitors, the impact were able to be seen on their own business.

respondents or online sellers followed several marketing

Effectivity of the Marketing Strategy
strategies and techniques to appeal to the competitive market.
Table 5 represents the descriptive statistics of the
Some of them used the technological advancements in the
respondents upon the given marketing strategies based on the
process of coping with the outgrowing competition in the e-
fourth research question.
commerce industry, as it gives convenience to both customers

and sellers in terms of availability and customer relationship.

These online sellers are not into business counselling, they did

not bother to consult any professionals for their strategic

planning. However, they did not remain calm, they did

something they know that could be good for the business

although sometimes being calm can help in thinking about the

possible solutions for the competition as said by one of the

 Marketing in E-commerce 13

the strategies that they have employed in the management of

their business, this is through offering the best quality and

superior product and services. Most of them believed that the

success that they have gained is all because of the amazing

strategies that they have exercised in the operation of their

business; and that they were able to build a business with less

hindrance in terms of customer and employee relationship, and

less problem in the operational activities due to the proper

Table 5: Effectivity of the Marketing Strategy
execution of a marketing strategy. It is even the respondents’

last point to share these good strategies to those who aspires to

Respondents have agreed that their business have seen
have their own business in the near future. The study were able
so much potential after they administer proper marketing
to conclude a general idea, but there are still some factors that
strategies. They were able to increase their sales and gain more
hinder the accuracy of the data. The use of the purposive
customers. The application of the proper marketing strategy
sampling in gathering respondents may not have been the best
helped their business in growing out more to be a successful
way to generalize an idea, as the respondents were only
one, as they were able to meet the customers’ expectations and
gathered with only few qualifications and were limited through
satisfactions. The customers’ orders have lined up because of
 Marketing in E-commerce 14

certain factors. Future research should include those highly, e-commerce strategy, as it is a challenging situation to be in a

professional business owner as one of the respondents, competitive position in the e-commerce industry. Remember

especially those who are tested and qualified as a veteran in the that it is not important to always promote your company as

field, as they may have suggest a more accurate answer “the best”, as there are already a competition where the

whether the proper marketing strategy would really help in companies consider themselves as “the best” without any

overcoming problems in the business. It is important to gather justifiable and valid reason. The only way to promote your

the data with the use of a non-bias and non-subjective company is through your customers, make them perceive your

technique, so that the accuracy of the data are ensured. This company as truly the best (Basnak, 2018).

will also ensure that all data gathered will be reliable and

relevant. Recommendations

Based on the findings of the study, the most effective

Conclusion
marketing strategy to be employed on the E-commerce or

The future of your business lies on your decision - what online selling business in dealing against the growing number

you think, do, and say. Everything lies on the owner or of competitors is through the use of Social Media Marketing.

management’s hand. The leader of an organization must create The researchers highly recommend the use of the same

a major assessments before considering the formulation of an marketing strategy together with Customer Relationship
 Marketing in E-commerce 15

Marketing Technique to ensure that customers will enjoy the

service of the online business, this will also help the business in

achieving its short-term and long-term goals. Future

researchers should include those highly, professional business

owner as one of the respondents, especially those who are

tested and qualified as a veteran in the field, as they may have

suggest a more accurate answer whether the proper marketing

strategy would really help in overcoming problems in the

business. It is important to gather the data with the use of a

non-bias and non-subjective technique, so that the accuracy of

the data are ensured. Future researchers might as well look

further onto the varieties of problems that the online selling

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