The intergrated marketing effort: the case of textile industry in Tanzania

This thesis is about the textile industry in Tanzania in a bid to find out the real problems, land consequently be in a position to establish alternative solutions to such problems. This study is meant to be both a descriptive as well as an evaluative survey. The information sought in this study is collected through the following methods: Six different questionnaires directed to TEXCO, the mills, NATEX garment manufacturers, retailers, and consumers; telephone interview to a few people in Dar es Salaam, secondary sources such as pamphlets, reports, newsletters, customer files from TEXCO and NATEX. The conclusion on the marketing concept has been that the textile industry has lacked the philosophy of the marketing concept. Those institutions charged with the responsibility of providing the masses with the textile products needed have not in actual fact been consumer oriented in their operations. This starts right from the producing unit down through middlemen to the final consumer. Chapter six presents the marketing system as it exists today in the textile industry. Chapter Seven discusses the management process. It is concluded that the marketing activities are not well organized, nor are they satisfactorily co-ordinated and managed to realize the full fruits of the marketing concept. Chapter Eight discusses marketing decisions. It is concluded that international marketing decisions are not made in accordance with the principles of the marketing concept. Chapter Nine discusses the export trade while chapter Ten discusses control in textile marketing. The interpretation is that the type of control that existed in NATEX was not customer oriented and was very inadequate. Chapter Eleven discusses decentralization of NATEX. It is concluded that there is an inherent need to improve the existing operating systems in textile marketing in Tanzania.