UNIVERSITY
OF GEORGIA

Scientific Research Institute


კვლევითი პროექტის აღწერა
პროექტის დასახელება: Digitalization of the Marketing strategy as SME’s Sustainable Development Guarantee
მოკლე აღწერა: The chapter reviews and analyzes in depth the role and importance of marketing digitalization strategies in small companies, using the example of Georgian handmade accessories (bag manufacturer), where the problematic aspects of access to finance are considered vital for developing countries' entrepreneurship. Qualitative research was conducted on 90 respondents, the results of which and the comparative analysis of desk research confirmed the hypothesis that digital marketing strategy is a significant factor for SMEs to reach sustainable development. Besides, if the strategy is long-term, the company gets a guarantee to grow its size and obtain high competitiveness. The research solved the most critical problem, how small companies can implement marketing activities cheaply and qualitatively, and effectively, forming a brand and a loyal customer.
ხელმძღვანელი: სურმანიძე ნათია
მონაწილეები: ცხადაძე ქეთი
საკითხის აქტუალობა: In the economy, there are two sides: consumption and production. Consumption can be formed via sophisticated, stable, and high-quality goods or/and services. Even after overcoming the Pandemic, digital ways maintain their advanced position for producers and service suppliers, which made them make various creative marketing strategies in digital channels. Today it is easy to start a business, globalisation allows one to find a proper environment for business activity. Besides sustainable development is especially hard for SMEs, as they experience difficulties with maintaining finances. According to official surveys, digital transformation creates a giant opportunity for entrepreneurs and generally small and medium-sized businesses. Digital platforms, web browsing, and web pages for business purposes become vital. High-quality web pages and delivering services are more consumed and demanded. Developing or less developed countries also faced and still face these challenges. Georgia is a Post-Soviet country, and small businesses more or less are developed. But it seems these entrepreneurs or little companies stay within their small boundaries. There appear significant challenges and failures. First of all, most businesses do not have a marketing strategy (marketing plan), especially a long-term strategy. Unfortunately, the pandemic boosted entrepreneurs to run their businesses without deep knowledge, plans, and strategy, as they retired or wages were reduced, so, there appeared a gap: these “new” entrepreneurs needed to analyse the significance of the digital marketing strategy of SMEs as the guarantor of developed business. The idea of starting a business is also connected to security, finances, planning, etc. most entrepreneurs plan their business only locally and restrain to expand their scale of economy digitally.
მოსალოდნელი სიახლე: The chapter reviews and analyzes in depth the role and importance of marketing digitalization strategies in small companies, using the example of Georgian handmade accessories (bag manufacturer), where the problematic aspects of access to finance are considered vital for developing countries' entrepreneurship. Qualitative research was conducted on 90 respondents, the results of which and the comparative analysis of desk research confirmed the hypothesis that digital marketing strategy is a significant factor for SMEs to reach sustainable development. Besides, if the strategy is long-term, the company gets a guarantee to grow its size and obtain high competitiveness. The research solved the most critical problem, how small companies can implement marketing activities cheaply and qualitatively, and effectively, forming a brand and a loyal customer.
სავარაუდო გეგმა:
დონორი:
გრანტი:
სკოლა/დეპარტამენტი: ბიზნესის და ადმინისტრაციულ მეცნიერებათა სკოლა
დაწყება: 2023-01-01
დასრულება: 2025-01-01
მიზნობრიობა: სამეცნიერო
სტატუსი: მიმდინარე
შედეგი: არ დაფინანსდა
პროექტის ღირებულება:
პროექტის პირველადი ხარჯთაღრიცხვა:
პროექტის საბოლოო ხარჯთაღრიცხვა:
დონორისგან მიღებული თანხა:
თანადამფინანსებელი:
თანამშრომლობა/პარტნიორობა: გურამ თავართქილაძის თბილისის სასწავლო უნივერსიტეტი
პუბლიკაცია: წიგნის თავია და გამოქვეყნდება

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