INSTITUTE OF ACCOUNTANCY ARUSHA

(IAA)

DEPARTMENT POSTGRADUATE STUDIES

INDIVIDUAL ASSIGNMENT

NAME : EDNA MOLLEL

PROGRAMME : MBA

REG.NO : MBA/ 0041/2021

MODULE NAME : MARKETING MANAGEMENT

MODULE CODE : BAG 09101

LECTURER : Dr. Msafiri

Question

Select a product of your own choice and develop appropriate competitive marketing strategies
for that particular product.
Tomato is a universe vegetable or fruit because it is grown and eaten around the world. It is used

in diverse ways, including raw in salads or incorporate into a variety of dishes, or processed into

ketchup or tomato soup.

Tomatoes can also be breaded and fried, used to make salsa, or pickled. Tomato juice is sold as a

drink, and is used in cocktails such as the bloody marry. It is important to state that starting a

tomato farming business comes with its own fair share of challenges, but that does not rule out

the fact that it is indeed a profitable business venture.

Business Overview

Tomato is a niche idea in the hydroponics and vegetable farming industry and operators in this

industry grow a wide variety of vegetables in open fields and in greenhouses. But in actual sense,

when it comes to commercial cultivation of tomatoes, hydroponic technique is often used in

hostile growing environments, as well as high-density plantings.

Our Products and services

Tomatoes business is a commercial vegetable that will be involved in cultivating different

species of tomatoes via greenhouse and land farming for both the Tanzania market and other

market. We are in business to produce tomatoes in commercial quantities.

We will also ensure that we operate a standard tomatoes processing and packaging plants as a

part of our complimentary business. We will be involve in the:

 production of different species of tomatoes such as : beefsteak tomatoes, plum tomatoes,

campari tomatoes, pear tomatoes, and oxheart tomatoes

 Processing and packaging tomatoes.

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Our objective

Our goal is to become one of the number one tomato cultivator and exporter not just in Tanzania,

but also in East Africa country.

We want our well – processed and packaged tomatoes to different style so as to attract customer

Our business structure

Tomatoes business is a commercial tomato that intends starting small in Arusha Tanzania , but

hopes to grow big in order to compete favorably with leading commercial tomato farms in the

Tanzania. We are aware of the importance of building a solid business structure that can support

the kind of east Africa class business we want to own

We will ensure that e hire people that are qualified, hardworking, dedicated, customer centric

and are ready to work to help us build a prosperous business that will benefit all the stake holders.

From our business we decided to hire qualified and competent hands to occupy the following

positions: sales and marketing Executive.

SWOT analysis

Tomatoes businesses do not intend to launch out with trial and error hence the need to conduct a

proper SWOT analysis. We know that if we get it right from the onset, we would have succeeded

in creating the foundation that will helps us build a standard commercial tomato that will

favorably compete in the Arusha Tanzania.

We are quite aware that there are several tomatoes industry in Iringa, Arusha and Dar es Salaam,

we know that if a proper SWOT analysis is conducted for our business, we will be able to

position our business to maximize our strength, leverage on the opportunities that will be

available to us, mitigate our risks and be equipped to confront our threat

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  Strength

We have some of the latest tools and equipment or machine that will help us to make tomatoes in

commercial quantities with less stress, aside from our relationship and equipment, we can

confidently boast that we have some the most experience hands in the business.

Our strength as tomatoes industry is the fact that we have healthy relationship with big

agriculture industry both within and outside of the Arusha Tanzania.

 Weakness

Our weakness could be that for now we lack economies of scale and we don’t have our own

tomato material processing plant. We have been able to put up structure that will help us

overcome this initial setback within the shortest time frame.

 Threat

Tomatoes require a steady amount of soil moisture to grow and produce, but they cannot tolerate

standing water from excessive rainfall. Period of intense rain or harsh drought can destroy

tomatoes and make tomatoes being high cost, drastically affecting industry production and

revenue levels.

MARKET ANALYSIS

If you conversant with rising technology and scientific development in the agriculture industry,

you will quite agree that vegetable and fruit via greenhouse commercial farming model is at the

front burner.

Greenhouse farming gives room for greater control over the growing environment of the various

crops. Dependent upon the technically and specification of a greenhouse design, some of the

important factors which may be controlled include temperature, levels of light and shade,

irrigation, fertilizer application, and atmosphere humidity.

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Our Target Market

Target market is the end consumer of tomatoes or vegetable farm produce and also those who

benefits from the business value chain are all encompassing. Every household consumes

tomatoes in different forms. In essence a commercial tomato farmer should be able to sell his or

her farm produce to as many people as possible.

We will ensure that we position our business to attract consumer just in the Arusha Tanzania

alone but also other parts of the east Africa country which is why we will be exporting some of

our tomatoes either in raw or processed form to other regional. In essence, our target markets are

namely:

 Hotels

 Restaurant operators

 Household

 Juice production companies

 Caterers

 Tomato paste production companies

 Pizza production companies

Our competitive advantage

Our tomatoes company that there are competitor when it comes to selling tomato, which is why

we decided to carry out through research so as to know how to take advantage of the available

market. We have done our homework and we have been able to highlight some factors that will

give us competitive advantage in the Tanzania market.

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Our competitive advantage lies in the power of our team, our workforce. We have a team of

hardworking and highly proficient tomato. Aside from the synergy that exist in our carefully

selected team members, we have some of the latest and efficient machine and equipment and we

will be guided by international best practices in the industry and TBS

And all our employees will be well taken care of, and their welfare package will be among the

best within our category in the industry. It will enable them to be more than willing to build the

business with us and help deliver our set goals and achieve all our business aims an objective.

Our pricing strategy

Some of the factor that will help you sell your tomato produce at the right price that will

guarantee that you make profits is dependent on your strategy while some of the factor are

beyond your control, if you want to get the right pricing for your tomato, then we should ensure

that we choose a good location for raw material, social services and infrastructure

Sustainability and Expansion strategy

Our tomato business is to ensure that we continue to make available different sizes and species

of tomatoes, deliver quality services, and improve on how to do things faster and cheaper. We

are not going to relent in providing conductive environment for our workers and also the

required training that will help them deliver excellent services at all times.

We are quite aware that our customer are key component to the growth and survival of our

business hence we are going continuously engage them to give us ideas on how to serve them

better and the products they want to see in our store.

We also we invest in adopting new technology, best and proper practice or method of

production and diversifying our services. We will make sure that the right foundation, structure

and processes are put in place to ensure that our staff welfare are well taken of.

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Publicity and advertising strategy

Any business that wants to grow beyond the corner of the street or the city they are operating

from must be ready to utilize every available means to advertise and promote the business. We

intend growing our business which is why we have perfected plans to build our brand via every

available means.

Below are the platforms we use on to boost our tomato brand and promote and advertise our

business to increase our market areas.

 Place advert on both print (newspaper ad magazine) and electronic media platforms

 Sponsor relevant community – based event/program/sport

 Leverage on the internet and social media platforms such as instagram, facebook(meta),

twitter, YouTube, Google to promote our business.

 Distribute our filters and handbills in target areas

 Advertise our commercial tomato production in our official website and employ

strategies that will help us pill traffic to the site

 Ensure that all our staff members wear our branded shirt and all our vehicle and tracks

are well branded with our company logo.

Conclusion

Business competition can be fierce, especially in fast-moving market where customers often

shop around, few ideas to defend your market position and build your competitive advantage

such as know your competitors, know your customer, have all information at one place, step up

your marketing, update, look after your existing customers and look to the future.

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