Mango in Sudan
Mango is one of the essential horticultural crops in Sudan. It has economic signifycance being cultivated almost around the year in different parts of the country. It has a regional and international demand due to its palatable and adored taste with great nutritive value. It has a great chance for n...
| Autor principal: | |
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| Formato: | Otro |
| Lenguaje: | sueco Inglés |
| Publicado: |
2009
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10943/ |
| _version_ | 1855571779783753728 |
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| author | Eltoum, Sanna |
| author_browse | Eltoum, Sanna |
| author_facet | Eltoum, Sanna |
| author_sort | Eltoum, Sanna |
| collection | Epsilon Archive for Student Projects |
| description | Mango is one of the essential horticultural crops in Sudan. It has economic signifycance being cultivated almost around the year in different parts of the country. It has a regional and international demand due to its palatable and adored taste with great nutritive value. It has a great chance for new markets abroad.
The thesis deals with Sudanese mango production and the obstacles facing its marketing abroad. In this study I see that, for example, the portion of Sudanese mango exported to the Saudi market decreased despite its favourable price. The question is: Why?
The aim of this study is to illustrate the export of mango, the problems, and to analyze the result to indicate the obstacles. The analysis is based on a theoretical perspective which focuses on marketing strategies for marketing mix. The SWOT-analysis is used to find out the competitiveness of the Sudanese mango fruit in international markets, in terms of the strengths, weaknesses, opportunities and threats.
The method used for the study is qualitative. The sources are interviews and documentations, personal interviews with open questions have been an important part of the analysis.
The results showed that the strengths of Sudanese mango are due to many factors like: production around the year, lower price in Saudi market compared to other competitors, high quality of crop with great nutritive and healthy value. On the other hand, the basic weaknesses of mango are that it is a highly perishable commodity and lacks in the pre-, and post-harvesting technology, as well as in the marketing channels.
As a conclusion, the study shows that the problems of mango marketing occur during the whole process (production, marketing channels, price and foreign market). Besides, there is a poor existing strategy. But the situation will be more positive by doing improvement in all this process and developing the marketing strategy. |
| format | Otro |
| id | RepoSLU10943 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2009 |
| publishDateSort | 2009 |
| record_format | eprints |
| spelling | RepoSLU109432017-09-20T08:53:30Z https://stud.epsilon.slu.se/10943/ Mango in Sudan Eltoum, Sanna Trade, marketing and distribution Mango is one of the essential horticultural crops in Sudan. It has economic signifycance being cultivated almost around the year in different parts of the country. It has a regional and international demand due to its palatable and adored taste with great nutritive value. It has a great chance for new markets abroad. The thesis deals with Sudanese mango production and the obstacles facing its marketing abroad. In this study I see that, for example, the portion of Sudanese mango exported to the Saudi market decreased despite its favourable price. The question is: Why? The aim of this study is to illustrate the export of mango, the problems, and to analyze the result to indicate the obstacles. The analysis is based on a theoretical perspective which focuses on marketing strategies for marketing mix. The SWOT-analysis is used to find out the competitiveness of the Sudanese mango fruit in international markets, in terms of the strengths, weaknesses, opportunities and threats. The method used for the study is qualitative. The sources are interviews and documentations, personal interviews with open questions have been an important part of the analysis. The results showed that the strengths of Sudanese mango are due to many factors like: production around the year, lower price in Saudi market compared to other competitors, high quality of crop with great nutritive and healthy value. On the other hand, the basic weaknesses of mango are that it is a highly perishable commodity and lacks in the pre-, and post-harvesting technology, as well as in the marketing channels. As a conclusion, the study shows that the problems of mango marketing occur during the whole process (production, marketing channels, price and foreign market). Besides, there is a poor existing strategy. But the situation will be more positive by doing improvement in all this process and developing the marketing strategy. Mango är en av de viktigaste hortikulturella grödorna i Sudan. Den stora ekonomiska betydelsen beror bl a på att den kan odlas nästan året runt i olika delar av landet. Mango efterfrågas såväl regionalt som internationellt p g a sin goda smak och sitt höga nutritionsvärde, vilket borde betyda att det finns en potential för utländska marknader. Denna rapport behandlar sudanesisk mangoproduktion och de hinder som finns för dess utländska marknadslansering. I studien framkom, bland annat, att den exporterade volymen av sudanesisk mango till den saudiarabiska marknaden minskat trots en konkurrenskraftig prisnivå. Frågan är varför det är så? Målet med studien är att analysera mangoexporten, de problem som finns i denna, samt att komma fram till hur de nuvarande hindren kan överkommas. Analysen baseras på det teoretsika perspektivet som fokuserar på marknadsföringsstrategier för att härigenom nå olika sk ”marketing-mix”-lösningar. För att dra slutsatser angående konkurresnskraften hos sudanesisk mango används en SWOT-analys, d v s dess styrkor, svegheter, möjligheter och hot. Metoden som används är kvalitativ, där intervjuer med öppna frågor och skriftliga källor använts. Studiens resultat är bl a att sudanesisk mango har styrkor såsom året-runt-odling, lägre pris på sudanesisk mango på den saudiska marknaden jämfört med andra konkurrenter, en högkvalitativ produkt med mycket bra nutritions- och hälsovärde. Några svagheter, å andra sidan, är att mango är en färskvara, samt att pre- och postskördsteknologi saknas, såväl som marknadsföringskanaler. Slutsatsen blir att problemen för marknadsföringen av mango återfinns genom hela kedjan (d v s produktion, marknadsföringskanaler, pris och på de utländska marknaderna). Till dessa kommer att det inte finns någon genomtämkt strategi. Om kedjan utvecklas och en marknadsföringsstrategi utvecklas kommer situationen att förbättras. 2009-05-07 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10943/1/eltoum_s_170920.pdf Eltoum, Sanna, 2009. Mango in Sudan : marketing and export. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7010 eng |
| spellingShingle | Trade, marketing and distribution Eltoum, Sanna Mango in Sudan |
| title | Mango in Sudan |
| title_full | Mango in Sudan |
| title_fullStr | Mango in Sudan |
| title_full_unstemmed | Mango in Sudan |
| title_short | Mango in Sudan |
| title_sort | mango in sudan |
| topic | Trade, marketing and distribution |
| url | https://stud.epsilon.slu.se/10943/ https://stud.epsilon.slu.se/10943/ |