The role of e-marketing in enhancing SMES access to international markets: a case of Dar es Salaam

The research aimed to explore the Role of E-Marketing in Enhancing SMEs Access to International Markets in Tanzania. The study was guided by four main objectives. The first was to determine the extent to which SMEs use e-marketing for promoting goods and services in international markets. Secondly, it was to establish the extent to which e-marketing eliminates barriers to international marketing entry by SMEs. Thirdly, it was to establish the role of e-marketing in increasing market performance of SMEs in international markets and the fourth was to investigate whether or not there are potential resources of e-marketing at respective SMEs. The study was conducted in Dar es Salaam and it used purposive sampling technique and a total of 100 respondents was selected. Data were collected using questionnaires and documentary reviews, whereby the analysis was done using both qualitative and quantitative techniques by applying Statistical Package for Social Sciences Version 16. In terms of the use of e-marketing in promoting goods and services, in international markets the study finds that the majority (56.6%) of SMEs used e-marketing in promoting products and service in the domestic market rather than in international markets. The respondents preferred to use internet for information seeking since it facilitates the performance of different tasks at a time. However, the method is more useful to people with high education compared to those with low level of education because of difference in technical know how. The e-marketing plays a great role in eliminating barriers to international marketing entry by SMEs. The e-marketing seem to have contribution in eliminating the barriers due to simplification and expansion in building communication network between firms and customers. The study also, finds that the e-marketing was significant in increasing sales, overcoming competition, time requirement and resource usage. The study recommends that business owners should be ready to invest in e-marketing because it facilitates information seeking, conducting advertising campaign, market intelligence and it enhances the communication process with foreign customers.