THE IMPACT OF ONLINE MARKETING AS A TOOL ON THE GROWTH OF SMALL BUSINESSES IN RWANDA. CASE STUDY: VUBA VUBA LTD. PERIOD: 2020-2023

Abstract

This dissertation examines the impact of online marketing as a tool for the growth of small and medium-sized enterprises (SMEs) in Rwanda, with a specific focus on Vuba Vuba Ltd., a leading delivery service provider. The research explores the period between 2020 and 2023, a time when digital transformation accelerated due to technological advancements and the effects of the COVID-19 pandemic. The study's primary objectives were to assess Vuba Vuba's adoption of online marketing strategies and to determine the role of online marketing in expanding its market reach. Through the usage of quantitative research methods, including surveys, interviews with key stakeholders, and an analysis of the company data, the study reveals that online marketing has been instrumental in driving customer acquisition, increasing brand visibility, and fostering business growth. The research found that Vuba Vuba achieved a high conversion rate (50%) of website and app users into customers, largely driven by effective social media engagement and other digital marketing efforts. Additionally, online marketing was shown to play a significant role in the company's market reach expansion (70%), helping Vuba Vuba tap into new customer segments across Rwanda. However, the study also identifies areas where Vuba Vuba's online marketing efforts could be improved, particularly in enhancing brand awareness and optimizing digital strategies to further increase customer conversion rates. The findings suggest that while Vuba Vuba has successfully adopted online marketing, the company can benefit from refining its approach to fully leverage the potential of digital tools for sustained growth. The research concludes that online marketing is a critical growth driver for SMEs in Rwanda, and recommends that Vuba Vuba Ltd. continue to invest in its digital marketing infrastructure, focusing on enhancing customer engagement and brand recognition to maintain its competitive advantage in the market.