Influence of Product, Price, Promotion and Place on Banana Market Trend in Kilimanjaro-Tanzania
Keywords:
Banana, Marketing, Farmers, Kilimanjaro, Market
Abstract
The study focuses on the Product, Price, Promotion and Place On Banana Market Trend In Kilimanjaro, it provides the market strategy to enhance the competitiveness of banana companies in the current market dynamics. Through quantitative research, this paper revealed the effectiveness of (4P) in the Banana marketing strategy and the significant links between place, price, products, promotion and the impact in increasing the market opportunity in the banana sector. Specifically, the study evaluates the performance of marketing strategy practices across various dimensions. Marketing mix strategy were explored in terms of Product, Price, Promotion and Place. In addition, the data was collected from 575 banana growers throughout 52 wards. This study employed a cross-sectional survey approach to examine the commercial viability of the banana value chain, and the corresponding questionnaires were successfully collected. The results show (99.3%) of banana growers have a great challenge with access to the market and poor price information. Moreover, the producers (62.8%) rely on the middlemen rather than delivering bananas to the Private Banana Company. Based on these findings; for the farmers and private sector to generate growth and excellence, Private Banana Company need to decentralize their business model and develop a marketing strategy by implementing its marketing mix in a way that will acquire and then sustain its competitive edge in the market. These will enhance the competitiveness of banana companies and lay a solid foundation for their sustainable success in the banana business.
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References
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63. Tumaini, S., Gwahula, R., & Macha, S. (2024). The Influence of Complexity on the Adoption of Tissue Culture Banana Seedlings in Tanzania. International Journal of Business, Law, and Education, 5(1), 148-157.
64. United Nation (2024) Micro-, Small and Medium-sized Enterprises (MSMEs)https://sdgs.un.org/topics/capacity-development/msmes June 2024
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68. Zou, S., Andrs, D. and Norvell, D. (1997) Standardization of international marketing strategy by firms from a developing country. International Marketing Review ,14
2. Akaah,.P. (1991). Strategy Standardisation in International Marketing: An empirical perspective.
3. Armstrong, G., John, S., & Kotler, P. (2008). Principle of Marketing (5th ed.). Pearson London.UK.
4. Beise, L. (2001). Specific Success Factors of the Global Diffusion Of Innovation. Global Marketing,10(2), http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=/published/emeraldfulltextarticle/pdf/0360120303.pdf
5. Beise, L. (2001). Specific Success Factors of the Global Diffusion Of Innovation. Global Marketing, 10(2),45-66. http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=/published/emeraldfulltextarticle/pdf/0360120303.pdf
6. Boddewyn, J., & amp; Soehl, R. (1986). Standardisation in international marketing: International Business Horizon, 29(3), 69-75.
7. Boddewyn, J., & Soehl, R. (1986). Standardisation in international marketing: International Business Horizon.
8. Bruce H. (1970) BCG Growth Matrix. Retrieved from http://www.learnmarketing.net/internationalmarketingmix.htm
9. Business Ball & All Business. (2010). Franchises world Add Trade Shows to Marketing Mix. http://www.allbusiness.com/retail-trade/3970398-1.html
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11. Business Monitor. (2010) Tanzania Economic Indicators Why invest in Tanzania? Retrieved from http://www.businessmonitor.com/bf/tanzania.html
12. Canwell, D., & Sutherland, J. (2006). Key concepts in marketing. Palgrave Macmillan.
13. Cateora, P. (1993). International Marketing (8th ed.). Homewood, IL: Irwin.
14. Cavusgil S., & Zou S. (1994). Marketing strategy performance relationship: An Investigation of the empirical link in export market ventures. Journal of Marketing, 58(2), 1-21.
15. Charles, C. (1993). Understand The Buying Process. Cited In Levy, M. (2009) Customer Experience Management in Retailing: An Organising Framework. New York University Elsevier.
16. China Daily Information (2002) China Daily Information domestic digital camera makers eye low-price market & quot;, Business Daily Update, October 25.
17. Cooper, R. (1985). The Impact of Export Strategy on Export Sales Performance. Journal of International Business Studies. Spring.
18. Doole, I. (200). How SMEs Learn to Compete Effectively on International Markets. McGraw-Hill.
19. Doole, I., Lowe, R. (2008). International Marketing Strategy Analysis Implementation and Development (5th ed.). Bedford Row: London.
20. Ek,A. (2024) Cultural values and productivity. Journal of Political Economy 132(1),295-335 Economist, (The). (2006) The new titans a survey of the world economy
21. Elhajjar, S. (2024) The current and future state of the marketing management profession. Journal of Marketing Theory and Practice 32(2),233-250
22. Filipenco,D.,(2023) Top 10 biggest banana-producing countries in the world https://www.developmentaid.org/news-stream/post/165656/top-10-banana-producing-countries Aug 8, 2023
23. George, W. (2024). Demand and Consumption of Bananas (Musa spp.) in Tanzania.
24. Hassan, P. (1994). Global Marketing Segmentation Strategies and Trends. Retrievedfromhttp://scholar.google.co.uk/scholar?hl=en&lr=&cites=17544737779199573676&um=1&ie=UTF8&ei=yC_YS4GFPJH6_AbbpbDFBw&sa=X&oi=science_links&resnum=2&ct=sl-citedby&ved=CAsQzgIwAQ.
25. Hewitt Associates, (2002) Expatriate and returnee compensation and benefits findings and trends from the 2002 expatriate study paper presented to American Chamber of Commerce Beijing January 28/4/201
26. Hill, R. (1977). The Exeter Survey of Credit Management Practices in Leading UK Companies. Sage. http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=Article&Filename=/published/emeraldfulltextarticle/pdf/0360040303.pdf accessed 18/5/2010 [i.p.5-6].
27. Ibikoule, G. E., Lee, J., & Godonou, L. A. (2024). Smallholders’ vulnerability in the maize market: An analysis of marketing channels to improve the role of cooperatives in Benin. Heliyon, 10(6).
mailto:International Business ReviewVol 5, Issue 4, August 1996, Pp 395-421. http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VGK-3VWPX1G-4&_user=838691&_coverDate=08%2F31%2F1996&_rdoc=1&_fmt=high&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1339363727&_rerunOrigin=scholar.google&_acct=C000044921&_version=1&_urlVersion=0&_userid=838691&md5=f9b873443c3c9dc195fc1a482663799daccessed 18/5/2010[i.p.1].
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29. Interfax Information Services (2003). Predicts demand for 65 million handsets in China in 2003. Interfax China IT and Telecom Report, 18 April.Retrievedfromhttp://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0540170205.html.
30. Jelena. S., & Jannis J. (2006). The role of matching in the foreign market entry process in the Baltic States: The International Journal of Logistics Management; Vol 18, No 2 - Emerald.
31. Johnson, J. (2002). Marketing Strategy Determinant of Export Performance.
32. Kacker, P., & Levitt, T. (1975) Export-oriented Product Adaptation-Its Patterns and Problems Globalisation of Markets. Harvard. USA
33. Langat, N. (2016). Influence of product, price, promotion and place on enterprise project performance: a case of Safaricom enterprise project, Uasin Gishu County, Kenya (Doctoral dissertation, University of Nairobi).
34. Lodovice, R. S., & Lee, Y. (2024). Price dispersion and domestic banana market response in the Philippines.
35. Levi, R., Rajan, M., Singhvi, S., & Zheng, Y. (2024) Improving farmers’ income on online agri-platforms: Evidence from the field. Manufacturing & Service Operations Management.
36. Li, (2002) Marketing Strategy Determinant of Export Performance. :http://books.google.co.uk/books?hl=en&lr=&id=z2g1Mmq7EkoC&oi=fnd&pg=PA47&ots=OHnHZ4yJ9x&sig=Ck39RPXN4zxHZftjsxz2cnVWOMI Accessed 28/4/2010.
37. Luo, Y. (2024) Paradigm shift and theoretical implications for the era of global disorder. Journal of International Business Studies ,55(2). mailto:http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0540170205.html accessed 29/4/2010.
38. Mangarin, R. A. (2023). Price Issues and Challenges among Banana Growers: Basis for a Policy Memo. J. Legal Ethical & Regul. Isses, 26, 1.
39. Meya, A. I., Swennen, R., Ndakidemi, P. A., Mtei, K. M., & Merckx, R. (2023). Better nitrogen fertilizer management improved Mchare banana productivity and profitability in northern highlands, Tanzania. Agronomy, 13(5), 1418.
40. Murigi, M., Ngui, D., & Ogada, M. J. (2024). Impact of smallholder banana contract farming on farm productivity and income in Kenya. Cogent Economics & Finance, 12(1), 2364353.
41. Nedeljković, M., Jovanović, R., & Maksimović, G. (2024). Selection of marketing communication channels in agribusiness. Economics of Agriculture, 71(2), 639-651
42. Nyombi, K. (2013). Towards sustainable highland banana production in Uganda: opportunities and challenges. African Journal of Food, Agriculture, Nutrition and Development, 13(2).
43. Peter, D. (2007) Global shift-mapping the changing contours of the world economy, 5th ed. Sage. London, UK. [i.p.7]
44. Putra, F. A. Social Media Marketing Strategy in Increasing Student Enrollment and Retention.
45. Quayson, A., Issau, K., Gnankob, R. I., & Seidu, S. (2024). Marketing communications’ dimensions and brand loyalty in the banking sector. Revista de Gestão, 31(1), 115-132.
46. Quester, J. (1999) Standardisation, centralisation and marketing in multinational companies.
47. Roffik, M. N. H., Wibowo, S. A., & Zaim, I. A. (2024). Proposed Marketing Strategy to Increase Re-Visit Intention and Purchase Intention of Tourist in Yogyakarta: Case of CV. Jogja Jalan Jalan. European Journal of Business and Management Research, 9(3).
48. Root, F. (1994). Entry Strategies for International Marketing. Lexington San Francisco USA.
49. Roy, H.(2024) Connecting farmers’ markets to foodservice businesses: A qualitative exploration of restaurants’ perceived benefits and challenges of purchasing food locally. International Journal of Hospitality camp; Tourism Administration.
50. Rugimbana, R and Nwankwo, S. (2003) Cross cultural marketing. Thomson, London .UK
51. Safitri, D., Nugraha, R. N., Akwila, T., & Nurmanto, V. C. (2024). The Role of Promotion in Increasing Tourist Visits to Telaga Saat Puncak Destination, Bogor, West Java. West Science Social and Humanities Studies, 2(01), 218-226.
52. Sarathy, R. Terpstra, V. and Russow, C (2006) International marketing. The International Review of Retail, Distribution and Consumer Research, Volume 17, Issue 2 May 2007 , pp 121 – 138[i.p.5]
53. Shimbun, A. (2003), Local talent sourcing helps Matsushita Electric survives in China. Asahi Shimbun, 12 March. The China market and European market Business European Business Review Vol.17 No.2, 2005 pp.177-190 Emerald Group [i.p.5]
54. Shpykuliak, O., Balaniuk, I., Shelenko, D., Balaniuk, S., & Sukhovii, A. (2024). The Socio-Economic Role of Small Agribusiness in the Development of Modern Ukraine and Poland. Journal of Vasyl Stefanyk Precarpathian National University, 11(2), 24-38.
55. Simon, D. (2001) The Microelectronics Industry Crosses a Critical Threshold. Pricing and Surviving the Local Competition. The China market and European Market Business European Business Review Vol.17 No.2, 2005 pp.177-190 Emerald Group [i.p.4]
56. Svend, H. (2007) Mode of Entry Marketing Pearson Education. London.UK
57. Svend, H. (2027). Mode of Entry Marketing. Pearson Education London.UK.
58. Tallman, S.B., & Koza, M.P. (2024). Global Strategy in Our Age of Chaos: How Will the Multinational Company Survive? Elements in Business Strategy.
59. Tawfeiq, R. (2024). INCOMPATIBILITIES BETWEEN AGRIBUSINESS AND THE CONSTITUTIONAL ENVIRONMENTAL ORDER. Veredas do Direito, 21, e212688.
60. The Economic (2010) Is The Waking Giant A Monster China's economy The Economist, February15
61. Tropicana UK. (201). [Photograph of Tropicana orange juice]. Retrieved frommailto:http://www.iateapie.net/foodnotes/images/tropicanaoj.jpg
62. Type pad. com Company Information.(201):www.rankarea.com/stocks-politics.typepad.com
63. Tumaini, S., Gwahula, R., & Macha, S. (2024). The Influence of Complexity on the Adoption of Tissue Culture Banana Seedlings in Tanzania. International Journal of Business, Law, and Education, 5(1), 148-157.
64. United Nation (2024) Micro-, Small and Medium-sized Enterprises (MSMEs)https://sdgs.un.org/topics/capacity-development/msmes June 2024
65. Waluyo, T. (2024). Innovative marketing strategy in the agribusiness sector to increase farmers' income. Journal Arbitrase: Economy, Management and Accounting, 2(01).
66. Webb, A. (2003) China: where it pays to be nimble Business Week Online, 5March,onlinehttp://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0540170205.html accessed 29/4/20010.
67. Williams, Charles R. (1967), Regional Management Overseas, Harvard Business Review. 1 Feb- 1991.
68. Zou, S., Andrs, D. and Norvell, D. (1997) Standardization of international marketing strategy by firms from a developing country. International Marketing Review ,14
Published
2024-09-08
How to Cite
Tumaini, S., Gwahula, R., & Macha, S. (2024). Influence of Product, Price, Promotion and Place on Banana Market Trend in Kilimanjaro-Tanzania. European Scientific Journal, ESJ, 33, 83. Retrieved from https://eujournal.org/index.php/esj/article/view/18540
Section
ESI Preprints
Copyright (c) 2024 Steven Tumaini, Raphael Gwahula, Salvio Macha
This work is licensed under a Creative Commons Attribution 4.0 International License.
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