Question

Marketing

●Topic: Introduction of the marketing strategy of a tourism attraction/company’s product or service of your country (in Tanzania specifically)

●Possible Content : Chose a tourism attraction /company’s product or brand in your country, describe:

1.The background

2. The marketing environment of it

3.The STP strategy of it.

(1)market segmentation

(2)target market

(3)positioning strategy

4. The 4Ps strategy of it

(1) product

The country chosen is Tanzania. Send in PPT or file

Answer 1

We will discuss about well-established e-commerce company in Tanzania: KAYMU

BACKGROUND:

It is one of the best shopping community in Tanzania developed by African Internet Group in 2012. Every seller, business or an individual have a chance to sell their products and services online via this website but does not stock their own inventory. The founders established this online business on the belief of advanced technology and communication which have the potential to break economic impediments and empower the living culture of citizens and entrepreneurs who are willing to expand their business. It is a market place for consumer to consumer ( C2C ) and business to consumer ( B2C ) where sellers and buyers can meet to finalise their deal on new or used things. The business was launched in Nigeria and Pakistan and then expanded to 32 countries with separate retail website for each operational country.

MARKETING ENVIRONMENT :

With GDP in one of the lowest levels, it undergoes problems like environmental pollution, land degradation and deforestation etc. due to which it becomes difficult for a company to sustain. Despite all this, Tanzania offers plenty of business opportunities for both local and international companies. It offers skilled labour workforce is significantly low costs with no ethnic or labour disputes. It has a peaceful political climate and becomes the best option for export markets. The transparent investment laws established by government heightened the no. Of FDI's in-country. It maintains a well balanced infrastructural facilities with good quality network platforms also offers an abundance of natural resources without any exploitation. The government encourages a strategy of joint ventures of global companies with their local brands.

STP STRATEGY :

Demographic segmentation: Buyers and sellers  that have access to Internet facilities

Age factor from 18- 49

College-educated people, white-collar workers and well-established income source

International, urban or rural consumers

Geographic Segmentation: Asia and the Middle East, Europe and Africa

Throughout the world having internet access

Bachelors, students, married, professionals or seniors

Behavioural segmentation: online shoppers who want to exploit technology trends and sellers who want to expand their business

Customers who want to explore low-cost products and negotiate with the sellers to build a valuable connection

People who like to shop any time of the day and at affordable prices.

Psychographic segmentation: It attracts by providing a quality experience to both the sellers and buyers with a hope that they will again come to shop online

Personalisation of each page to customers

Maintaining long term relationships with customers

Target Market: The company targets both the genders and offers a variety of products with wide product diversification.

Digitally educated users

Teenagers and adults with an average age of 45 and above

Positioning strategy: The company uses a multi-segment positioning strategy to provide its products and services. It includes a wide variety of brands which serve with quality products.

It focuses on building rich experience between buyers and suppliers

The brand offers both the buyers and sellers a user-friendly environment to engage with each other. It delivers special offers by interconnecting with sellers and reducing prices in order to retain shoppers and attract new customers. The company have launched its own payment system viz a viz: Kaymu Safepay option to be a reliable option for its customers.

4 P's OF COMPANY :

Product: New or used fashionable items, mobile phones, home appliances and jewellery

Online retail services for sellers or entrepreneurs to expand their business

Marketplace services where consumers and sellers can meet to fix the deal

online trading services

Place: Official website of the company

Physical or virtual retail locations where buyers go and meet the sellers for purchase

Mobile apps where customers can access the products and services for sale

Promotion:

The marketing strategies used by the company in Tanzania are:

Discount coupons for customers and special offers for vendors

Free classified Ad sites

article sites

Google ads

Banner Ads

Emails

Twitter/ Facebook/ Instagram

Forums

Blogs

Press Releases

Price: The company believes in connecting with the sellers to offer low prices to customers so as to retain vendors and to attract new customers.

Whenever any buyer makes the purchase it directly goes to the buyer commission-free.

The company's seller fee is directly analogous to competitors fee and includes a fixed fee per sold item along with the percentage of final bill providing flexibility of sales format