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Marketing
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RUDEP developed a Marketing Strategy to
catalyse conditions whereby poor and isolated households
in Quang Ngai Province can benefit from:
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Increased marketing awareness
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Increased marketing capacity within
institutions, and
More amenable conditions in marketing channels
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Activities conducted under the Strategy aim to draw farmers and
commercial entities into a process where skills and knowledge
are developed through practical action that has tangible
outcomes.
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The
Marketing Strategy has 2 Components:
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Marketing
‘Mapping’
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Market Development
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The Market Mapping component will involve the
establishment of a Market Development Group (MDG). The
MDG will be established from Provincial and District
extension agencies, DARD and private entities. Twelve
different commodities used by poor farmers will be
identified and Rapid Market Appraisals (RMAs) will be
conducted for each of these. MDG members will be trained
in RMA and will conduct the RMAs for each of the
commodities. |
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The Market Development component of the Strategy will involve
the analysis of RMA data and the development of Market
Development Plans for each commodity. Potential market
interventions that are outlined and feasible in the Market
Development Plan will be implemented.
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Activities under the Marketing Strategy are currently
being implemented. It is hoped that the strategy will
have a direct impact on farmer income and will build the
capacity of both farmers and extension staff to analyse
markets and strengthen linkages and promote increased
integration of rural communities into the wider economy. |
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