Assessing the effectiveness of marketing strategies used by exporters of food in Tanzania
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Date
2014
Authors
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Publisher
University of Dar es Salaam
Abstract
This study was on the assessment of the effectiveness of marketing strategies used by
exporters of food in Tanzania. The study was conducted at the selected Regions of Dar
es salaam. Both qualitative and quantitative approaches were employed using a sample
of fifty nine respondents. The main research instruments used were the questionnaire.
Both qualitative and quantitative data collected were analyzed using simple descriptive
statistical methods such as frequencies, percentages and cross tabulations.. The major
focus was assessing the effectiveness of export strategies used by exporters of food, the
relationship between export strategies used and performance of the exporting firms, and
finally exploring the challenges facing exporters of food in Tanzania. Using the findings
from the study most of the export firms under study concentrates their resources and
operations domestically; This strategy has negative relationship interims of sales volume
and market growth. The study avails challenges facing export firms in Tanzania,
Packaging, safety and quality regulations are the major challenges facing exporters in
Tanzania compared with others. Lack of research for foreign markets and training for
foreign market practitioners also pose a challenge to export firms. Export firms of food
in Tanzania lacks well defined export policy to copy with current competition in the
global market. Also export firms in Tanzania seems not to perform poorly under this
strategy on the ground that foreign markets comprises of export ties including
regulations, product specifications, packaging,, and country of origin challenges.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark ( THS EAF HD9000.9.T34M37)
Keywords
Food industry and trade, Tanzania, Food, Marketing
Citation
Marcel, A(2014)Assessing the effectiveness of marketing strategies used by exporters of food in Tanzania,Master dissertation, University of Dar es Salaam. Dar es Salaam.