Case study : effectiveness of Internet marketing for a local food business.
Chan, Wai Yin.
Chew, Kelvin Wai Mun.
Ng, Alex Soon Heng.
Date of Issue2000
College of Business (Nanyang Business School)
This Applied Research Project is based entirely on a real-life business, Tong Heng. The authors introduced the Internet as an additional marketing channel for this traditional confectionery. The procedures of doing so were documented using several frameworks. The costs and internal benefits involved were also recorded. In addition, an online questionnaire was used to capture and analyse (using SPSS) results of the external benefits as seen from the customers' viewpoint. Recommendations on how other firms can replicate this success is provided in our conclusion.
Final Year Project (FYP)
Nanyang Technological University