Driving growth with digital marketing in plastic pot industry

Abstract

This dissertation analyzes the role of digital marketing strategies in the development and growth of small businesses, using as a specific case study. Based on the experiences of Plastona, a small, family-owned manufacturing business, the research examines how tools such as social media, search engine advertising, and digital branding can be utilized to increase competitiveness and customer engagement. The research addresses a notable gap in the literature, which predominantly focuses on service-based or consumer-facing businesses, often overlooking the needs of small-scale product manufacturers. A quantitative strategy was employed, with data collected through a structured questionnaire distributed via Google Forms to 600 participants, comprising both professionals and consumers within the industry. 68 responses were obtained. SPSS software, with a focus on descriptive statistics, correlation analysis, and crosstabulations, was used for data analysis. The findings indicate that a great majority of participants believe in the effectiveness of online content and have actually purchased products via social networks. Trust was also significantly related to the belief that electronic marketing promotes small enterprise development. Usability, site design, and the relevance of content were primary factors predicting user satisfaction. Additionally, differences across industries were identified: wholesale companies valued functionality and quick delivery, while gardening services valued trust and easy payment terms. Despite such opportunities, challenges such as expensive shipping costs, limited products to sell, and poor website usability remain challenges to digital success. This dissertation contributes to the academic literature related to digital transformation among small-scale industrial companies and offers actionable suggestions for enhancing Plastona's digital capabilities and those of similar firms to thrive in an increasingly digital business environment.