COMMERCIALISATION

Commercialisation of Organic Chicken and Marketing in Tanzania

Commercialisation of Organic Chicken and Marketing in Tanzania

Introduction

It has been long argued that free trade and outsourcing bring benefits to all countries that participate in a free trading system. In fact, the traditional view of Globalisation entails that it can generally be recognised as a movement of people from one place to another. However, the term of 'Globalisation' in today's rapidly changing business and technological environment has a broader concept and defines a process of economic and social connection between not only people but also the organisations and businesses (Goldstein & Moss, 2011). It would not be wrong to say that today this world gives a picture of global village as everything from people to businesses are interconnected across the world regardless of physical borders.

The Marketing can be seen as a product of globalisation of businesses. In fact, international marketing is the activities of businesses that direct flow of goods and services from a company to consumers or users in more than one nation for a profit. The International Marketing attempts to satisfy consumer needs outside with a product according to your expenses, fashions, specifications, price desires, and reflects local trade regulations (Fill, 2010). This paper aims to discuss marketing of organic chicken in Tanzania considering core elements of marketing.

Literature Review

Organic Market

The demand growing for food free of pesticides has encouraged the production of the world organic market doing an excellent business opportunity. Practiced in approximately 100 countries acreage has reached approximately 24 million hectares, involving 400,000 properties, and moved in 2002 alone, nearly $ 23 billion, according to the Ministry of Agriculture, Livestock and Supply. The projections for 2005 exceed $ 30 billion. World production, by continent, is very concentrated and is distributed as follows: Oceania, 46.3%, Europe 22.6%, Latin America 20.8%, North America 6.7%, Asia 2 6% and Africa 1.0%, standing out as major producers: Australia with 10 million hectares, Tanzania 3 million, Italy with 1.2 million and the United Kingdom with one million (Gordon & Charles, 2012).

In Tanzania, production has been growing at a rapid pace, an average of 50% per year, much higher than the European Union countries and the United States, where the market is growing on average 20 30% with more than 19,000 properties on a cultivated area of 841,000 hectares. The gross income generated exceeded in 2003, $250 million and exports exceeded $150 million. The data show that food free of pesticides should be seen as a thriving niche market moving, overall and regional, a sizable chunk of physical and financial resources. This impulse is the result of a more conscious consumer, who seeks a better quality of life through the consumption of healthier foods and absolutely natural (Van Loo et al., 2012). But, so there is the expansion of this new behaviour is needed better and greater exchange of information, fundamental and indispensable for the clarification on the extent of the market.

In the perception of supermarket consumers, mostly appreciate the offer of organic products, ...