marketing

Marketing

It has been established that access to profitable markets is a key factor which determines the long term success for all businesses. For small and micro-enterprises, however, various constraints limit this access, such as inadequate technology, geographic isolation, lack of raw materials and inefficient production. By providing ways to overcome these constraints, we provide training which plays an essential role in developing the businesses of small and micro producers. Marketing service training provides knowledge about intermediaries that facilitate access to profitable markets, whether through direct sales or via brokering or sub-contracting.

In addition these intermediaries offer a variety of ancillary services, and although the demand for these services may vary depending on the targeted sector and market, this training will show that ancillary services often prove just as essential as market access. Based on research of marketing service providers dealing with handicrafts, nontraditional agricultural products, and household goods, this training will focus on the possibility for short and long-term sustainability of marketing services. The training will discuss the impact ancillary services have on the ability for partial or full cost-recovery and for institutional sustainability, and the business strategies adopted by each marketing service provider.

Based on research of marketing service providers dealing with handicrafts, nontraditional agricultural products, and household goods, this training will focus on the possibility for short and long-term sustainability of marketing services.

Course structure

To succeed in today’s marketplace, entrepreneurs must know how to effectively market their product or service. This course offers you a step by step approach to attract and keep customers, all within a realistic budget. With an emphasis on customer-driven marketing decisions, you will learn how to build a strong brand, analyze which tactics to use, and implement your marketing plan. Whether you are starting a business or growing an existing one, you will take away practical marketing tips and tools that you can use to improve your marketing efforts.

  • Marketing Decisions Framework
  • Positioning Your Product or Service
  • Marketing Strategies and Goals
  • Key Selling Messages
  • Creating Emotional Connections
  • Personal Selling
  • Networking: Your 30-Second Introduction
  • Managing the Marketing Mix
  • Marketing on a Shoestring Budget
  • Your Marketing Calendar
  • Implementing Your Plan
  • Tools to Meet Your Strategic Goals
  • Online Opportunities and Social Media Checklist
  • Generating Buzz: Word-of-Mouth Marketing
  • Measuring Effectiveness

Conclusion

Even if full cost-recovery or profitability may not be readily obtained in the short-term, evidence shows that marketing services can be provided in a manner that promises a long-term market access for the producers. That implies developing a marketing strategy based on the demands of a particular market, be it local, regional, or international. We found that it is possible to penetrate the local market very successfully, if marketing services focus on meeting the demands of local consumers in terms of quality and price. On the other hand, for lack of a domestic market, our training also focuses on the international market.

how can we help you?

Contact us at the WEAN office or submit an inquiry online.

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