IDENTIFYING THE OPPORTUNITIES OF E-MARKETING

FOR IT FIRMS: FROM THE PERSPECTIVE OF TECH

VALLEY SOLUTIONS.
Identifying the Opportunities of E-Marketing for IT Firms: From
the Perspective of Tech Valley Solutions.

Prepared by
Md. Redwanul Haque
ID: 121011173

Supervised by
Nafees Imtiaj Ahmed
Lecturer

Submitted in Partial Fulfillment of the Requirements for the Degree

Bachelor of Business Administration

August 2017
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 PLAGIARISM DECLARATION

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ii
 Executive Summary
The internship report is prepared on the opportunities of e-marketing for it firms: from the
perspective of Tech Valley Solutions. The aim of this studies is to help the reader to get a
complete understanding about the opportunities of e-marketing for IT firms.

However, I have also discussed about my internship experiences and observations in this
report. I tried to describe the rules and responsibilities of my internship as well as I
recommended some strategies to Tech valley Solutions Ltd.

Apart from that, I performed a research on the prospects of e-marketing for Tech valley,
and tried to show different aspects of e-marketing. The result of my research shows that
the field of e-marketing is developing in Bangladesh very rapidly. The findings also shows,
customers prefer Tech valley solutions for e-marketing since the company offers services
at lower cost. On the other hand, the company cannot able to entertain the full prospects of
e-marketing due to limited human resources and government supports.

I also suggested some recommendations for Tech Valley based on the research which will
help the firm to utilize the opportunities of e-marketing effectively.

iii
Porter’s Five Forces Model 01
SWOT Analysis 03
Intern’s Roles and Responsibilities 05
Observations 06
Recommendations and Conclusion 08

Objective 09
Methodology 09
Participant Profile 09
Limitations 09
Type of Study 10
Scope of the study 10

Literature Review 11
Analysis 13
Findings 23
Recommendations and Conclusion 25
References 26
Appendix 27

iv
 Part A
Chapter One

Porter’s Five Forces Model

Porter’s five forces model is an analysis technique that uses five industry forces to decide
the strength of competition in an industry and its profitability level. Here, porter’s five
forces model of Bangladesh IT firms have been discussed.

Threat of Rival

Rivalry in the IT industry is powerful. There is no clear market leader with all the features
of a perfectly competitive market with a large number of firms and intense rivalry.
Even though demand for customized software and IT services is increasing quickly,
competition continues to be severe as more firms enter the market. Products and services
of rivals are so weakly distinguished that clients can incur low costs in switching from
one firm to another resulting in increased rivalries among firms.

Bargaining power of customers

Bargaining power of customers in the software industry is high because

 Customers of the IT industry include mostly of large scale manufacturers,

financial institutions, and the government, all of whom have tremendous
buying power.
 Customers can easily find alternative venders and shift at virtually zero cost.
Software runs on standardized hardware which means that customers can use
any IT firm’s software to run on their hardware. Only cost involved in switching
suppliers is the expense of purchasing new software.
 It is economically achievable for customers to acquire the input from several
suppliers rather than one. Most of the businesses in the country use different
companies’ software to automate processes in different departments.

1
Bargaining Power of Suppliers

IT sector is a labor based industry and only input required by the industry is the human
effort. IT schools are supplier to the industry, providing it with the only important input.
Suppliers have no bargaining power in the industry. However, the efficiency of schools in
turning out IT specialists has significant impact on the success and future development of
the business.

Threat of Substitute

A big number of firms in the industry offer similar software products and services. Large
number of substitutes of a particular firm’s products or services means that firms are
continuously looking to upgrade quality, reduce prices, and differentiate their products.
Otherwise they risk a low growth rate in sales and profits.

Competition

Barriers to entry are associated to:

 Learning and experience: In the IT industry Of Bangladesh, learning and

experience play a significant rules. In order to establish in this market, a new
company must have proper knowledge as well as experience. However, new firms
are entering in the market by hiring experience programmers to negate such effects.
 Brand preference and customer loyalty: IT firms work toward maintaining
customer goodwill. However, very few of the corporate customers that the
Bangladeshi software industry serves have any brand preferences and frequently
seek the best services on offer.
 Government actions and policies: Government strategies to support the
development of the sector as well as the improved demand of public enterprises
for automation have led to increase in demand for IT support which are attracting
new firms into the market.

2
SWOT ANALYSIS

SWOT Analysis is an effective tool to understand an organization’s internal strengths and

weaknesses, as well as its external opportunities and threats.

Strengths

 Tech Valley Solution Ltd. has a dynamic and experienced human resource.
 The company is one of the largest IT firms of the country.
 The company provides comprehensive range of software, services, and hardware
solutions across different consumer classes, which allow the company to enjoy a
leading market share.
 Over the years Tech Valley has built a consistent supply chain network that can
reach majority of its potential market.
 Strong focus on customer service and impressive customer base.
 The company with its dedicated customer relationship management department
has able to achieve a high level of customer satisfaction among present customers
and good brand equity among the potential customers.
 The company has strong financial position.

Weaknesses

 This company is considered the big IT Company if it is compared to its

Bangladeshi competitors, but Tech Valley is much smaller than its global
competitors.
 Higher employee turnover rate is a big issue for Tech Valley. Many workers leave
for better career prospects and higher education.
 Investment in Research and Development is not sufficient compared with other IT
companies.

3
Opportunities

 After years of recession and slow growth rate in the industry, country’s economy
has started to grow, which is an opportunity for Tech Valley to catch new
customers and increase its market share.
 Opening up of new markets because of government agreement will provide Tech
Valley an opportunity to enter new emerging markets.
 Increasing demand for e-marketing will help the company to expand its market.
 The new taxation policy can help significantly to open new opportunity for
established players such as Tech Valley to upsurge its profitability.
 Increasing demand for cloud computing services will help the company to increase
its revenue.
 Bangladesh Government wants to digitize every process which offers a great
opportunity to Tech Valley.

Threats

 Political unrest is the biggest threat for Tech Valley.

 The company has to face strong rivalry in the local markets as many local
companies offer their services at cheap rates.
 Bangladesh IT laws can get stricter which will affect the business of Tech Valley
and other companies which are heavily dependent on the Bangladesh IT industry.
 Customers may switch to other service companies in other countries such as China
or Korea.
 Employee attrition may rise personnel costs of the company.
 Many global companies are thinking to enter in Bangladesh IT industry which
may have the effect of increasing wage levels, and making it tougher to recruit and
hold employees.

4
Chapter Two

Intern’s Role and Responsibilities

I worked directly under the supervision of Nasir Uddin Ahmed Shahid (Hadi), Director,
Solution Department. At first I had to gain some understandings of basic regulations. Only
after that I was able to help my supervisor in market research, issuing letter, documentation,
making programs and plans for marketing campaign. My activities helped a lot to this
division because they were lack of human resource. The C.E.O. also had given me the
chance to become his assistant. Mainly my work was not that much significant, most of
time I had to bring file from one table to another but learning experience was significant. I
got opportunity to be around him and when important customers came to his office. I got
knowledge about different things by observing and listening to their discussion. Apart from
that, sending mails to some potential customers to inform them about the new products and
services was another important task that I did in this department. This helped me to learn
about the procedure of sending formal mails to the clients in order to inform them about
the product and service quality and features as well as how to handle them when they ask
for any information.

In the mid time of my internship, I was moved to Finance Department. Sometimes, most
of the activities related to documentation in this division was completed by me. I went to
BRAC bank with my supervisor where he had a meeting with the Bank’s credit department.
By working in this department, I learned some techniques of negotiation with the bankers.
Moreover, I also learned the procedures of taking loan from the bank.

I had to work in Software Division for two weeks, however, there was not much work to
do than just to entry some basic data. I just helped the employees of software department
to complete some documentation within a short time.

I also got the chance to work in Operation and Customer service Department. In this
Department, the main job is to inform clients about the service of Tech Valley Solutions
Ltd. However, I communicated with customers with the information they wanted to know

5
such as the cost of the service, features of services and so on. My activities assisted my
supervisor tremendously to communicate with several clients in least time.

I have got a vast opportunity to know many things in my internship experience, the credit
for that goes directly to my supervisor and other employees of Tech Valley Solution Ltd.
They helped me extensively in my internship periods. They provided me the chances to
gain direct experiences about the operation of an IT firms.

Moreover, the organization trained me to work on different fields and tasks such as doing
marketing research, maintaining inventory, communicating with customers and so on.
Besides, I have learnt so many things related to corporate cultures from the organizations
in the last few months. At first, I was little bit anxious that how I would work with so many
people who are older than me. For that purpose, I was a bit rigid in my initial days of
internship. But Nasir Uddin Ahmed Shahid (Hadi) and others behaved with me very
pleasantly and supported me to release up. The whole organization behaved with me so
politely and also trained me how to work in a corporate culture.

Chapter Three
Observations
When I began my internship program, initially it was a little bit tough to identify what was
happening around me. I understood that I knew nothing about the corporate cultures and I
have to work hard to survive in this office. However, I always heard that the job
responsibilities of interne students are limited in photocopying and follow the instructions,
but my experience was totally different. Before joining into the internship, I was very much
afraid about the life of corporate world, because I heard that there is no relationship
between academic and job life. Nevertheless, I got plenty of opportunities to implement
my academic learnings in the real world in my internship period. Moreover, I was
appointed in many challenging tasks, but throughout my internship life I could able to
overcome those challenges very successfully, which is highly motivating me to enter into
the corporate world as soon as possible.

6
However, I observed some important issues during my internship period. I noticed that
sending and replying customers regarding any sort of message is not easy task because a
sender always has to confirm that the receiver can successfully decoding the message as
well as felling comfortable in terms of replying. In addition, our local Banks sometimes
ask some papers during giving loan which is not easy to manage and often companies give
fake papers to avoid hustle. Besides, I’ve got some negative views on the company’s
clients. It’s very challenging to get the money on cash, and the customers always try to get
the delivery first and they have tendency to pay the due on installments.
I also observed that my supervisor has to work a lot during the office hours, and sometimes
he need to stay office more than the regular time though he does not get any extra payments
for this. In addition, he needs to work on some sensitive papers without any sort of help
from other employees.
Apart from that, most of the employees don’t take the customers’ survey part seriously,
and they have a tendency to do this in short cut way which might be harmful for the
company. On the other hand, couple of employees from the finance department always do
mistake during documentation and supervisor need to check their works every time which
disturb the organization’s productivity. In addition, after visiting the BRAC bank for the
company’s new LC, I have found that opening LC is very much difficult now a days due
to the recent loan scam. Bank asked my supervisor to submit different papers in order to
ensure the company’s ability to repay loan, and it might take some times to prepare those
papers, which might delay our order.
So from my observations, it can be said that there is significant difference in real life
experience and academic world. Real life circumstances are far more practical and complex
to different factors and these circumstances frequently changes. But if we form our
academic knowledge according to the requirements of real life application, these academic
knowledge can be very supportive in dealing with real life difficulties and can provide us
an instruction during the internship program.

7
Chapter Four

Recommendations and Conclusions

From my internship experience, I would like to suggest some recommendations to Tech

Valley Solution Ltd.

 Tech Valley should revise the salary scale of their employees, since the employee
turnover is very high in the company.
 A regular employment satisfaction survey could increase the efficiency of
management.
 The company needs to develop their research and development unit as well as
invest more on their research projects.
 Higher management should monitor the employees’ work more closely. Operation
department of the company needs to be restructured as soon as possible.
 The company needs to motivate employees through different workshops and
training program, this will increase their efficiency.

However, Tech valley solution Ltd. is wonderful place to for youths and I have gained
many knowledge by working in this company. Actually, internship is one of the most
important phrases for a student, and it allows a student to apply the practical knowledge in
real life. I am very much grateful to my supervisor and all of the employees of the company
for giving me this chance.

8
 Part B: Research Project

Chapter One

Objective

Broad Objective: The broad objective of this report is to review the overall status and
prospectus e-marketing for IT firms in Bangladesh.

Specific objective: The specific objective of this report is:

 To know the current scenario of e-marketing in Bangladesh.

 To explore recommendations for the growth of e-marketing in Bangladesh.

Methodology

This paper has been organized based on primary and secondary data. The data is structured
from two sources:

Primary research: My primary research was based mainly survey interview. A total of 15
respondents were being interviewed. While interviewing the people, I tried to take opinions
of the people who are experienced and have been working at Tech valley Solution Ltd. for
long period of time.

Secondary research: I have taken help from the internet for allocating my secondary data.
By using the library of University of Liberal Arts, Bangladesh, I have downloaded as well
as read different journals and newspaper article on e-marketing In addition, I analyzed
various literature reviews, books and articles, and online journal as well as the paper-
documents that focused on the development of IT firms and e-marketing in Bangladesh.

Participant Profile: Most of the participants are employees from Tech valley Solutions
Ltd. My participants are both male and female and their age is in between the range of 26
to 50 years.

Limitations of the Study: Although the research has reached its aims, but there were some
limitations that were unavoidable. This study aims to investigate only the overall situation

9
of e-marketing of Tech Valley Solutions Ltd., not all types of their service. Moreover, the
population size is very much small since time was limited. Besides, opinions are taken
from employees in a very short period of time.

Type of Study: It is a qualitative study. This research is based on observations that took
place in different groups at one time. No variables are manipulated by the researcher since
there is no experimental method. Here, I simply recorded the information that I observed.

Scope of the study: This report will be very useful for understanding the importance of e-
marketing for the country’s IT firms. This report has tried to show the prospects of e-
marketing for Tech Valley Solutions which will help the company to identify the
opportunities of e-marketing. Not only that, this report will also provide formal
recommendations to Tech Valley Solutions Ltd about how they can improve the strategies
about e-marketing, and it will also help the future researchers to find out the internal
situation of e-marketing in Bangladesh.

10
Chapter Two: Literature Review

In recent years, businesses have been using internet and others electronic medias in running
their marketing activities which is helping Electronic Marketing, commonly known as E-
Marketing, to develop in a very dynamic and sensational way (El-Gohary, 2010).

Businesses are moving to E-marketing from traditional market since traditional marketing
is much more expensive than E-marketing. That is why most of young people like to buy
the purchase on the Internet. With E- marketing, businesses can have direct communication
with thousands upon thousands of clients and prospects world-wide. On the other hand, it
is very convenient for customers to select purchases (Strauss, 2016).

Implementing E-Marketing by small business enterprise can modify both the form and
nature of its business all over the world. Because the increase usage of the Internet and
other Electronic Marketing tools (i.e.: E-mail, Intranets, Extranets and Mobile phones) in
electronic dealings might create not only a lot of opportunists for small business enterprises
but also can remove a lot of its threats. From this prospective, it is observed that the
Internet, other electronic media tools and Electronic Marketing tools are playing a crucial
and essential role in conducting marketing promotions within business enterprises
regardless of its type or extent (Ashrafuzzaman et al.,2014).

On the other hand, Bangladesh IT industry has shown promising growth in recent years.
By advantage of this prosperous industry, the country too is progressing to e-commerce-
based economy, keeping pace with the trends in today’s world. Thousands of unemployed
youths are getting the chance to work both at home and abroad (van Gorp, 2015).

The local IT industry has been trying to keep pace with the most recent improvement going
on across technology and communication world. A good number of IT firms are developing
apps for mobile and other hand-held devises to support e-marketing. Some companies are
also providing services (platform or content service) in the new business models like pay
per use, primarily using the mobile distribution channel (El-Gohary, 2010).

11
A significant number of software and IT service enterprises (mainly the larger and more
established IT firms) have developed expertise targeting the e-marketing sector of
Bangladesh. Though the anticipation was quite high because of the new government’s
vision towards Digital Bangladesh, the government organization did not demonstrate any
noteworthy uptrend in spending for e-marketing throughout 2014 and 2015 (Hoque, 2015).

However, according to Islam and Rahman (2016), from early 2016 things have started to
change to some degree and in last few months there are some clear upward shifts in
procurement trends for software and other IT services by different ministries and
departments of the Government. Hopefully this trend will be stable for some time in the
future to generate supportable business for local software firms focused on e-marketing
sector. Some Big business are also developing web applications based on cloud/SaaS
delivery model. These emerging new business and marketing models might start the new
surge in the coming years for Bangladesh IT sector (Islam & Rahman, 2016).

According to experts, the main obstacles that are delaying growth of the industry include
absence of duty-free facility in case of software export-import, troubles relating to
necessary infrastructure and marketing, unwillingness of government organizations in
using e-marketing, lack of IT-based educational institutions, lack of adequate teachers and
labs, lack of planning and government provision, unwillingness of banks to offer loans and
absence of e-marketing related laws (Islam et al.,2015). If the current problems can be
solved, this industry will contribute significantly in national economic growth and
development.

12
Chapter Three: Analysis and Findings

In order to make this research more truthful and realistic, 15 employees of Tech Valley
solution have interviewed through 12 specific questions. Most of the interviewees are from
higher management of the company. Among them 11 are male and rest of the 4 are female.
Results are presented through graphical chart.

Industry Life Cycle Position of Country’s IT Business

Industry life cycle position of country’s IT business

70%
60%
60%

50%

40%

30%
20%
20%
13%
10% 7%

0%
Introduction Growth Maturity Decline

IT business is one of the most important and profitable industries of the country. According
to 60 percent employees of Tech Valley Solution Ltd., the country’s IT business is in
“Growth” stage of its industry life cycle. On the other hand, 20% respondents said, IT
business of Bangladesh is in “Maturity” stage. However, a good number of employees
think that the industry is in “Introduction” stage. Therefore, the IT market of Bangladesh
is still growing.

13
Growth of E-marketing in Bangladesh

Is E-marketing is growing in Bangladesh?

35% 33%

30%
27%
25%
20%
20%

15% 13%

10%
7%
5%

0%
Strongly Agree Agree Neutral Disagree Strongly
Disagree

Almost 33% respondents strongly agreed that the e-marketing is growing fast in
Bangladesh. However, 27 percent agreed that e-marketing is developing. On the other
hand, a good number of employees didn’t agree with this statement. The result shows e-
marketing is growing rapidly in the country.

14
Most important benefit of e-marketing

WHAT IS THE MOST IMPORTANT BENEFIT OF E-MARKETING?

Business
efficiency, 33%
Communication
, 40%

Product
development,
27%

E-marketing offers different kinds of benefits to the businesses and IT firms. According to
40 percent respondents, communication is the most important benefit of e-marketing. On
the other hand, 27 percent employees think “Product development” is the most crucial
benefit of e-marketing. Nevertheless, 33 percent employees agree that “Business
efficiency” is the biggest benefit of e-marketing. So, from the results, it’s very clear that e-
marketing is helping business to build up communication with customers.

Benefit of IT firms from E-marketing

Are IT firms getting benefited from E-marketing?

45%
39%
40%
35%
30% 27%
25%
20%
20%
15%
10% 7% 7%
5%
0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

15
39 percent employees of Tech Valley Solution Ltd. agreed that IT firms are getting
benefited from E-marketing. However, 27 percent respondents think e-marketing is not
helping IT firms. Therefore, e-marketing has significant impact on IT firms.

Effects of e-marketing on the services of an organization

Is e-marketibg helping in innovating and evaluating the

services of an organization?
50% 47%
45%
40%
35%
30% 26%
25%
20%
15% 13%

10% 7% 7%
5%
0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

E-marketing has significant effect on an organization in innovating and evaluating the

service. According to 73 percent respondents, e-marketing is helping an organization
massively in evaluating its services, whereas only 20 percent employees think that there is
no recognizable effect of e-marketing in changing an organization’s services. So this result
shows, e-marketing has outstanding and continuity effect on an organization’s service since
it can enable organization to provide service to huge number of customers without
diminishing the satisfaction of each customer.

16
Opportunities of E-marketing to IT firms

Opportunities of E-marketing

27% 27%

Increasing Revenue
Enlarging Market
Expanding customer segments

46%

E-marketing offers diversified opportunities to the IT firms. 46 percent respondents believe

that e-marketing is assisting IT firms to enlarge their market. On the other hand, 27 percent
respondents agreed that expanding customer segments is one of the major opportunities
that e-marketing is offering to the IT firms. Besides, another group of interviewee said e-
marketing is helping in increasing revenue of IT firms. Therefore, IT firms’ customer and
profitability are expanding thanks to the growth of e-marketing.

17
Reasons behind Choosing Tech Valley Solution Ltd for E-Marketing

WHY CUSTOMERS CHOOSE TECH VALLEY FOR

E-MARKETING?
Quality, 14%

Cost, 32%

Flexibility, 14%

Dependability,
20% Speed, 20%

Tech Valley is one the largest IT firms and the company has strong relationship with many
customers. Most of the employees of Tech Valley believe that low cost service is one of
the main reasons which motivates customers to choose this company. 20 percent
interviewees said speed of works is another good reason whereas same percent of people
agreed that “Dependability” encourages customers to choose Tech valley for their IT
support. In addition, Flexibility and Quality of service are two major features of the
company that attract customers. Thus, this results shows that Tech valley’s service is very
much convenient and dependable.

18
Strategies for Boosting Business to Grab the Prospects of E-Marketing

How can Tech valley solutions Ltd. boost its’ business in

future to grab the prospects of e-marketing?
35% 33%

30% 27%
25%
20% 20%
20%

15%

10%

5%

0%
Affiliate programs Targeted advertising Personalized Sales promotions
promotions

According to the employees of Tech Valley Solution Ltd., there are many ways to boost
the business of the company in future by grabbing the prospects of e-marketing. 33 percent
respondents agree that targeted marketing is the most important way to increase the
business of the company. On the other hand, 27 percent employees believe that the
company should emphasize on sales promotion for grabbing the market of e-marketing.
However, 20 percent employees said affiliate programs and another 20 percent said
personalized promotions are the key features that Tech valley should emphasize to catch
the prospects of e-marketing. Basically, most of the businesses of the country are now
aware of e-marketing. Therefore, targeted adverting will help the company to get more
customers of e-marketing.

19
Challenges of Tech Valley Solution

What are challenges for the company for e-

marketing?
20%

40%
Limited Resource
Insufficient government help
13% Lack of proper guidelines
Lack of knowledge

27%

In order to work in the field of e-marketing, Tech valley is facing some challenges.
According to 40 percent employees, the major challenge for the company is limited
resource. However, 27 percent interviewee agree that insufficient government help is the
most significant challenges that the company is facing. Nevertheless, lack of knowledge is
another key challenges for the company, whereas 13 percent employees agree that lack of
proper guidance is creating burdens on the company to work on e-marketing. Therefore,
skilled man power along with strong technical and logistic supports are the biggest
challenges of IT firms.

20
Strategies of IT firms take in order to utilize the evolution of e-marketing

What should be the strategies of IT firms for e-

marketing?

20% 20%

More campaign

Educating and training young

talents
Making strong collaboration
with local businesses
Collaborating with foreign IT
27% firms
33%

According to the employees of Tech Valley Solution, educating and training young talents
is the most effective strategies for IT firms to catch the opportunities of e-marketing. On
the other hand, 27 percent employees agreed that making strong collaboration with local
businesses will help the IT firms to grab the benefits of e-marketing. Besides, 20 percent
agreed that collaborating with foreign IT firms could help the local IT firms, and another
20 percent said IT firms should do more campaigns to utilize the evolution of e-marketing.
Basically, the country has a lot of young talents but this people cannot express themselves
due to lack of proper training and education. IT firms need to focus on this matter seriously.

21
Effect of Labor Union

Is labor union a problem is this sector?

35% 33%

30%

25%
20% 20% 20%
20%

15%

10%
7%
5%

0%
Strongly Agree Agree Neutral Disagree Strongly
Disagree

Currently, the effects of labor union on IT firm is a burning issue in Bangladesh since few
days ago Accenture, a global IT firm, quitted their business from Bangladesh due to labor
union. Therefore, it’s very significant to understand the opinions of Tech Valley’s
employees about this topic. Surprisingly, 53 percent employees agree that labor union is a
problem in this sector. On the other hand, 40 percent employees don’t think that it’s a
problem. However, labor union is a major problem in every sector of the country. It is also
creating massive problem on IT industry and decreasing the growth of the industry.

22
Rules of Government in Developing E-Marketing

Is the goverment's rules effective to develop the e-

marketing?
60%
52%
50%

40%

30% 27%

20%

10% 7% 7% 7%

0%
Strongly Agree Agree Neutral Disagree Strongly
Disagree

Most of the employees think that the rules that are government playing for developing the
e-marketing is not effective at all. On the other hand, 27 percent employees think
government is playing important rules to develop e-marketing. Therefore, government
should understand the necessity of e-marketing and take initiatives to escalate the
development of this field.

Findings

From the above analysis, there are some findings noticeable:

 The industry is in “Growth” stage of its industry life cycle. New players are coming
in this industry, and earnings and accompanying assets are also growing
significantly.
 Maximum employees believe e-marketing is growing on the country rapidly.
Businesses are moving towards e-marketing from traditional marketing concepts.

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  Since the Internet is a great tool for building trust and it has a wide reach that
permits businesses to directly attach with consumers, e-marketing is helping the
businesses to build up the communication with their customers.
 E-marketing is helping Tech valley to enlarge its market. Government initiatives
for making the country digitalize are creating some major opportunities for IT
firms. In addition, low labor wages is a massive competitive advantages for IT
firms.
 Customers of e-marketing choose Tech-valley for their low cost services.
Customers expect easy access to an extensive range of services from IT firms.
 Limited resource is the most significant challenges that Tech Valley is facing
currently for e-marketing. Young employees are not educated enough about this
field.
 Labor union is a big problem for the growth of e-marketing and the rules of
government is not sufficient for the development of e-marketing. The activities of
Bureaucracy in some government agencies give troubles in the implementation of
projects.

Summary of Findings

The IT industry of Bangladesh is developing and has crossed a long way over the last few
decades. Big amount of investments are coming in this sector as well as profitability of the
IT firms are growing rapidly. On the other hand, e-marketing has opened a big door of
business opportunity to IT firms. The field of e-marketing has expanded significantly in
recent years, and e-marketing also helping different brands and organizations to
communicate with more audience thanks to easy and convenient internet services.
Moreover, IT firms are rushing back into e-marketing since it’s highly profitable and the
size of the market is huge. However, Tech valley solution Ltd. is also running behind e-
marketing, and has already made some big footsteps in this field. Although, labor union
and lack of government supports are creating some problems, low labor wages and low
service cost are supporting the field of e-marketing to grow rapidly.

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Chapter Four: Recommendations and Conclusion

 Tech Valley Solution Ltd. Should encourage young graduates to build up their
career in this field, as well as the company should organize workshop and training
programs to motivate the young talents.
 Tech valley needs to communicate with foreign consultants to boost their business
in e-marketing sector, collaboration with IT firms from neighboring countries
could help the company to improve their efficiency.
 Tech Valley should target small enterprises and aware them about the benefits of
e-marketing.
 The company should communicate with government high officials on regular basis
in order to inform them about the prospects and obstacles of e-marketing.
 Proper research should be done to understand the customers' preference and
requirements.
 Business schools of the country should introduce courses on e-marketing to
minimize the limitation of resources.
 On the other hand, government should give utmost importance to enhance e-
marketing sector and proper initiatives should be taken through the discussion with
IT firms.

Conclusion

E-marketing is one of the most emerging segments of IT sector of the country. This offers
a vast opportunities to IT firms and in order to increase sustainability and profitability, IT
companies need to grab the opportunities of it. A proper market research and development
of strategies could enable IT firms to grab the maximum prospects of e-marketing.

25
 References

Ashrafuzzaman, M. D., Chowdhury, M. S. H., Akhtaruzzaman, M. D., & Sarwar, H.

(2014). An assessment of software development practices of SMEs in Bangladesh.
In International Conference on Advances in Computer Science and Electronics
Engineering-CSEE (Vol. 2014).

El-Gohary, H. (2010). E-Marketing-A literature Review from a Small Businesses

perspective. International Journal of Business and Social Science, 1(1).

Hoque, M. R., Ali, M. A., & Mahfuz, M. A. (2015). An empirical investigation on the
adoption of E-commerce in Bangladesh. Asia Pacific Journal of Information
Systems, 25(1), 1-24.

Islam, M., Karmaker, D., Imran, M. A., Miah, M. S. U., & Bhowmik, A. (2015).
Determining the Best Agile SDLC for Bangladesh’s Software Industry. Asian
Transactions on Computers, 5(2), 8-11.

Islam, F., & Rahman, M. H. (2016). Potentiality on e-commerce in the rural community of
Bangladesh. Progressive Agriculture, 27(2), 207-215.

Strauss, J. (2016). E-marketing. Routledge.

Van Gorp, D., Brandt, M., & Kievit, H. (2015). Assessment of the Attractiveness of
Bangladesh as an ICT Offshoring Destination. China-USA Business Review, 67.

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 Appendix

QUESTIONNAIRE

I am the student of University of Liberal Arts Bangladesh. I am conducting the research

study for the requirement of my “Internship Report” on the “Identifying the opportunities
of e-marketing for IT firms: From the perspective of Tech valley solutions Ltd.” Your
respond and co-operation will enable me to find out the major factors about the
opportunities of e-marketing for IT firms in Bangladesh.

Designation__________________________Sex________ Age_______________

1. What’s your opinion about the industry life cycle position of country’s IT
business?
A. Introduction
B. Growth
C. Maturity
D. Decline
2. Do you think E-marketing is growing in Bangladesh?

Strongly Agree Agree Neutral Disagree Strongly Disagree

3. According to you, what is the most important benefit of e-marketing?
A. Communication
B. Product development
C. Business efficiency
4. Do you think IT firms are getting benefited for e-marketing?

Strongly Agree Agree Neutral Disagree Strongly Disagree

5. Do you think e-marketing is helping in innovating and evaluating the services of
an organization?

Strongly Agree Agree Neutral Disagree Strongly Disagree

6. What types of opportunities e-marketing offers to IT firms in Bangladesh?
A. Increasing Revenue.

27
 B. Enlarging Market.
C. Expanding customer segments.

7. Why do you think customers of e-marketing choose Tech valley solutions Ltd for
their business?
A. Cost
B. Speed
C. Dependability
D. Flexibility
E. Quality
8. How can Tech valley solutions Ltd. boost its’ business in future to grab the
prospects of e-marketing?
A. Affiliate programs
B. Targeted advertising
C. Personalized promotions
D. Sales promotions
9. What are challenges Tech valley solutions Ltd facing in capturing the opportunity
of e-marketing?
A. Limited Resource
B. Insufficient government help
C. Lack of proper guidelines
D. Lack of knowledge
10. What sorts of strategies should IT firms take in order to utilize the evolution of e-
marketing?
A. More campaign
B. Educating and training young talents.
C. Making strong collaboration with local businesses.
D. Collaborating with foreign IT firms.

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11. Do you think labor union is a problem is this sector?

Strongly Agree Agree Neutral Disagree Strongly Disagree

12. Do you think government is playing effective rules in developing e-marketing?

Strongly Agree Agree Neutral Disagree Strongly Disagree

29