ST PAUL’S UNIVERSITY

NAIROBI CAMPUS
REGISTRATION NUMBER: CCDSNRB396420
UNIT CODE: CCC 1103
UNIT TITLE: INTRODUCTION TO ENTREPRENEURSHIP SKILLS
LECTURER: DORCAS KIBACHIO
QUESTION 1
a) Define globalization
Globalization refers to a process of developing international influence by businesses or other
organizations or beginning to operate at an international level.
According to Wikipedia it is the integration and interaction among governments, people and
companies worldwide.
b) Discuss the impact of globalization on entrepreneurship (Both negative and positive) in
the 21st century, giving examples.
Positive impacts
1. It has increased the need for advanced technology hence entrepreneurs are giving a lot of
attention to the uses of Information Technology (I.T). This has brought about tremendous
innovations. For example, although Amazon have their own shop in their headquarters,
they have used I.T experts to create an online shop where people from all over the world
can buy their products.
2. It creates a wider market for the manufactured products. With the rising popularity of
online shopping and stores, an entrepreneur can sell his or her products to anyone in any
country in the world. The customer only requires to have access to the internet. Examples
of online markets and stores are Amazon, Alibaba and eBay.
3. It eases the acquisition and purchase of products that a country does not exclusively
produce. For example, most of the African countries do not manufacture their own
mobile phones and sell internationally. But due to globalization, entrepreneurs in other
countries are able to sell the mobile phones they produce to African countries.
Negative impacts
1. When it comes to entrepreneurship, globalization has been taken advantage by some
groups and individuals in acquisition and purchase of illegal products. For example, the
‘Dark Web’ is used and ill-intentioned individuals in the buying and selling of fire arms.
2. Third world countries are sometimes disadvantaged due to their lack of access to
advanced technology. This brings about unfair global competition. This is also one of the
main reasons as to why there is no country in Africa that produces smartphones and sells
internationally.
3. Some countries that rely on foreign trade are at the risk of failing in the event of
international crisis. For example, the coronavirus (COVID-19) has caused many countries
to do a business lockdown and resist incoming airlines and this has crippled international
trade.
QUESTION 2
a. Define entrepreneurial marketing
It is the identification and exploitation of a business opportunity in order to acquire and
retain profitable customers. It involves activities such as market research and advertising.
b. Explain 10 methods/ways the entrepreneurs can use to market their products and
services.
1) Blogging- Platforms such as Reddit, Quora and Linked in’s publishing platforms
can be used by entrepreneurs to post their ideas. Since people ask questions on
these platforms, the entrepreneur can confidently answer them appropriately and
earn some loyalty from the customers. (Adams, R. 2017)
2) Social media- Platforms like Instagram, Snap chat and Twitter can be used by
entrepreneurs to reach out to other successful businesses or even to communicate
with potential customers who might be looking for your products and services.
(Adams, R. 2017).
3) Creation of video tutorials- This is a very effective method since it visually
enlightens the potential customer. Platforms such as You Tube can be used to
make this video tutorials available to the potential customers. ( Adams, R. 2017)
4) Telemarketing- This is the use of unsolidated telephone calls and messages to
market a product.
5) Sales promotion- This method is used by an entrepreneur as a short term strategy
to boost sales. One method of sales promotion is the use of the loyalty cards. For
example, Tuskys cards since these cards collect points every time a customer buys
products and the points can later be transferred into cash, they persuade the
customers to be buying products from them.
6) Leveraging good influencers and socialites- Socialites and influencers are people
with thousands and millions of followers on any social media platform.
Leveraging them simply means making a deal of payment with them so that they
can advertise your products for you. This boosts visibility of the entrepreneur’s
product on social media without taking a long period of time to build an audience.
(Adams, R.2017)
7) Organizing or sponsoring events for physical presentation- This is where an
entrepreneur sets up an event or sponsors another event with the intention of
marketing his or her products. The entrepreneur can also sell the products at the
event at a discount. (Hisrich, R.D, & Ramadani. V. 2018)
8) Use of marketing sequence- These are automated messages with information
about the entrepreneur’s product. They usually start going to users once they
subscribe to or visit a page of a particular product. These messages are usually
persuasive and can influence a customer to not only buy a product but also tell
other potential customers about it. (Adams, R. 2017)
9) Partnering with other businesses- Teamwork is always more effective that
singular effort, and combining resources with other businesses can help you do
 things you could never accomplish on your own. The entrepreneur’s goal is to
work out a complementary agreement that provides mutual benefit for both
businesses.
10) Promoting a free consultation- When it comes to professional services, people
want expertise. As an entrepreneur promoting a free consultation is a great way to
generate new leads and if he or she has a good interpersonal sales process in
place, it sets you up to close a large percentage of leads.
QUESTION 3
A. Define Corporate Social Responsibility
It is a business model that is self-regulating and it helps a company to be socially
accountable. It is the act of a company giving back to the society after it has succeeded.
B. Explain ways through which organizations carry out Corporate Social
Responsibility giving examples.
1. Volunteering- This is a voluntary participation in events by companies. These
events are usually of social importance. For example, The Matter Heart Run of
2019 saw the participation and sponsorship of various companies such as
Safaricom, Standard Media Group, Diamond Trust Bank and Communication
Authority of Kenya.
2. Conservation of environment- This is where a business that has any sort of carbon
footprints takes a step to reduce those footprints. For example the 2015
Nakumatt’s “Think Green. Go Blue” campaign which was encouraging the use of
reusable bags in the supermarkets to carry the goods bought. It was discouraging
the use of plastic bags (Omondi, D. 2020)
3. Ethic labor practices- This is where a company fairly and ethically treats its
employees hence demonstrating their social responsibility. Example, Safaricom
has staff ethics training every year which promotes ethical culture within the
organization. (GOVERNANCE BUSINESS ETHICS AND RISKS- Safaricom.
2020)
4. Philanthropy- A successful company can sometimes donate funds for a social
cause. For example, Equity Bank sponsors children who are unable to pay school
fees for themselves because of their poor backgrounds.
REFERENCES
Hisrich, R. D., & Ramadani, V. (2018). "Entrepreneurial marketing: Entrepreneurship and
marketing interface". In Entrepreneurial Marketing A Practical Managerial Approach.
Cheltenham, UK: Edward Elgar Publishing. doi: https://doi.org/10.4337/9781788111324.00006
Adams, R. (2017). 10 Marketing Strategies to Fuel Your Business Growth. Retrieved 15 March
2020, from https://www.entrepreneur.com/article/299335

Omondi, D. (2020). Nakumatt launches project to minimize use of plastic bags: The Standard.
Retrieved 15 March 2020, from https://www.standardmedia.co.ke/article/2000162699/nakumatt-
launches-project-to-minimise-use-of-plastic-bags

GOVERNANCE, BUSINESS ETHICS AND RISK – Safaricom. (2020). Retrieved 15 March 2020, from
https://www.safaricom.co.ke/sustainabilityreport_2019/our-material-topics/governance-business-ethics-and-
risk/