Assessing the effectiveness of marketing strategies used by exporters of food in Tanzania

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University of Dar es Salaam
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.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark ( THS EAF HD9000.9.T34M37)
Food industry and trade, Tanzania, Food, Marketing
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.