sperry in tanzania
TRANSCRIPT
![Page 1: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/1.jpg)
SPERRY IN TANZANIA
Marketing PlanSterling, Hannah, Collin
![Page 2: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/2.jpg)
Brief Background Information of Tanzania■ Tropical Climate■ Largest Eastern African Country■ Family members act as both an economic and emotional network■ Parliamentary system of government■ One of the main products they are importing currently is shoes■ Swahili is the national language use to facilitate trade■ Christianity or Islamic religion
![Page 3: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/3.jpg)
Business Practices
■ Proper attire■ Greet members of a meeting by seniority
and the women last ■ Speeches and prayers are common■ If invited to a business meeting in a small
home- bring a gift■ Big on relationships, formal appearance,
and punctuality
![Page 4: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/4.jpg)
What is Tanzania's Need?
■ Target Market– Minimal income– Middle-aged farmer– Works the land, but also enjoys leisure activity
■ Relative Advantage– "All-in-one," comfort and affordability for a necessary item– Brand ready to be adopted
■ Consumers Need– Comfort– Versatility
![Page 5: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/5.jpg)
Population Growth of Tanzania The most recent census lists
Tanzania’s population at about 49.25 million.
The population has more than tripled
positive direction over the next 20 years.
![Page 6: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/6.jpg)
Population Growth Cont’d
![Page 7: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/7.jpg)
Transportation ■ Road network is
86,472 kilometers■ The rail network
consists of 3,682 kilometers
■ Commuter rail service is in Dar es Salaam only
■ There are 58 airports
■ Ferries connect Mainland Tanzania with Zanzibar
![Page 8: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/8.jpg)
Overview of Tanzania Market
■ As the largest eastern African country, Tanzania is also home to the largest eastern African city (by population), Dar es Salaam
■ Major Exports– Principal commodities including agricultural products like coffee,
cashew nuts, cloves, and tobacco■ Major Imports
– Machinery, petroleum, and clothing■ Tanzania has limited "brand favorites"
– Unsaturated market– Most stable East African Community (EAC) economy
![Page 9: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/9.jpg)
Sperry's Value Proposition for Tanzania Market■ To be adopted by Tanzanians of various motivations and purposes (optimized for
farmers)■ Water repellant technology, breathability■ Shoes will have similar deep ridged tracks on bottom
– For comfort of what is traditional – For practicality of working the land
■ Compatibility– Product provides only what is needed, nothing extra, at an appropriate price– Sperry brand reimagined for new market
■ Complexity– Innovation Fulcrum – non-complex, simple, low variety of product offerings
![Page 10: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/10.jpg)
Firm/Product and Market Fit
■ Penetrate market in Dar es Salaam– Farmers enjoying leisure time– Tourists who recognize brand
■ Move from major city into local markets and retail outlets■ Operating risk minimized due to brand variations
– Luxury in USA– Practical in Tanzania
![Page 11: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/11.jpg)
Distribution ■Macro Analysis ■Strategy■Costs
![Page 12: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/12.jpg)
Advertising
■Objectives– Word of mouth – Television
![Page 13: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/13.jpg)
The Media and Our Promotional Strategy
■Television■ Internet ■Print ■Radio ■Other ■Reach
![Page 14: Sperry in Tanzania](https://reader036.vdocuments.site/reader036/viewer/2022081502/58776c8d1a28ab5b568b4ea1/html5/thumbnails/14.jpg)
Pricing
■ Tanzania is a price-sensitive market■ Because our consumers in Tanzania will have a smaller amount of
buying power, we expect to utilize a smaller markup to affect the market appropriately to benefit both ends of the market chain
■ We will accept all forms of payment (Shilling and dollar)■ The shoes will be priced at around $20