Digital Marketing Impact on Marsavco DRC
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GENERAL INTRODUCTION
In recent years, the advent of digital technology has revolutionized the world of commerce and
businesses in general. Companies have understood the importance of having an online presence to
reach a wider audience, improve their visibility, and increase their revenue. This
The phenomenon gave rise to digital marketing, which includes all techniques.
marketing used on digital channels. The Democratic Republic of Congo, a country in
development has not lagged behind and many companies have invested in digital marketing
to improve their performance. Among these companies, there is MARSAVCO, a company
specialized in food production and distribution.
This thesis aims to analyze the contribution of digital marketing to the performance of companies.
commercial activities in the Democratic Republic of Congo, using Marsavco as a case study.
We will therefore explore the different digital marketing techniques used by
the company, their impact on its commercial performance and the advantages and challenges associated with
The use of digital marketing in a Congolese context.
The analysis of these different aspects will allow for a better understanding of the importance of marketing.
digital in the Congolese context and identifying the good practices that can be implemented
to improve the commercial performance of businesses in this country.
It is more evident than ever that digital marketing, which has experienced unprecedented growth.
Since the last decade, it is now one of the fields in constant growth.
Indeed, digital marketing is one of the most appreciated tools in marketing because it is the
the most flexible means that allows for better organization of the relationship between the company and its
environment in general and its clients in particular, thus forming an interface
informational, strategic, and operational between the company and its environment.
As a result, digital marketing offers a logical approach and organization of
development, insurance and strengthening of the company's position, based on the
customer [Link] the same vein of reflection, companies today must
Take the step towards digital in order to be competitive and able to adapt to changes.
to the new expectations of customers shaken by the technological revolution that is taking place
current society. The development of electronic marketing quickly followed the usage
of the Internet for commercial purposes
In light of this observation, it is clear that digital transformation is becoming a major challenge for the
companies. It represents a strategic challenge to be met since these new
technologies radically redefine the way organizations [Link]
companies set up information and contact methods to maintain a
permanent dialogue with its clients, which allows them to know them better, to
satisfy and retain them.
In this new world characterized by increasingly fierce competition, the integration of these
new technologies within the company will ensure it measurable effectiveness and
a better performance.
Indeed, in this line of thought, and following numerous studies (J. Yu and P. Volle, 2017;
R. M. Mzee, 2015; L. Flores, 2016, it should be noted that digital marketing remains a current topic.
in view of the many and varied needs expressed by businesses.
01. STATE OF THE QUESTION
The contribution of digital marketing to the performance of commercial enterprises is a subject of
research in constant evolution, especially in developing countries such as
Democratic Republic of the Congo. Numerous studies have been conducted to understand
the impact of digital marketing on the performance of companies in different contexts, but little
Specific research has been conducted on this subject in the DRC.
However, some studies have shown that Congolese companies, particularly in the sector
from distribution, began to adopt digital marketing strategies to improve their
commercial performance. These strategies include the use of social media, websites
web and mobile applications to reach their target audience.
Concerning Marsavco, there is little information available on the strategies of
digital marketing that it is currently using to improve its commercial performance.
However, it is possible to presume that the company has implemented marketing strategies.
digital to reach a wider audience and improve its online visibility.
Overall, it is important to conduct thorough research on the impact of marketing.
digital on the performance of commercial enterprises in DRC, focusing on
specifics such as Marsavco. This will allow for a better understanding of the advantages and challenges related
to the use of digital marketing in a Congolese context and to identify best practices
to improve the business performance of companies in the country.
02. ISSUE
Our issue is as follows:
How can the use of digital marketing help improve
commercial performance of Marsavco in the Democratic Republic of Congo?
What are the advantages and challenges of using digital marketing in a
Congolese context?
This issue allows us to focus on the analysis of how Marsavco
currently uses digital marketing for its commercial performance in the DRC, as well as
on the advantages and specific challenges related to the use of digital marketing in a
Congolese context. It also allows for the identification of best practices that can be
measures put in place to improve the business performance of companies in the country in
using digital marketing tools.
03. HYPOTHESIS