The effect of marketing strategies on export performance for small-scale food processing industry in Tanzania

Abstract

The study identifies the effect of marketing strategies on export performance of Small-scale Food Processing Industry (SFPI) in Tanzania. Basically, it attempts to identify the effect of product, pricing, promotion and distribution strategy on export performance of SFPI in Tanzania. Questionnaires were distributed to 120 SFPI respondents who were asked to provide their view on the influence of pricing, distribution, product and promotion on export performance. The descriptive analysis was used to analyze data collected and multiple regression analysis was used to test the relationship between marketing strategy and export performance. The research findings indicate that product, promotion, pricing and distribution strategy tend to influence export performance of SFPI in Tanzania. However, the study noted a number of challenges facing Food Processing Exporters (FPEs) who operate under TAFOPA, TANTRADE and SIDO. These challenges include; Product standards, testing and certification rules, and Lack of foreign market information. It is recommended that a number of measures for revitalizing the SFPI should be undertaken. These measures include; export market’s diversification, increase budgetary allocation to R and D, educating of producers on EU import requirements, encouragement of organic farming where necessary, improve small-scale farmers access to credit, re-examine external assistance in the agricultural sector.