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Market Needs
Tanzania represents one of the fastest growing economies in Sub Saharan Africa as well
as one of its fastest growing populations (Euromonitor, 2014). It has a population of over 49
million people as of the year 2011 (IndexMundi, n.d), of whom more than 80% are employed by
the agricultural sector. (Tanzania Invest, 2014). Agriculture is the biggest industry in Tanzania
and accounts for half the nations income while representing at least 85% of the countrys
exports (IndexMundi, 2014).
Since 1985, the countrys overall agricultural GDP has grown at an average annual rate of
3.3 percent while the countrys main food crops have been growing at 3.5 percent annually and
its export crops at 5.4 percent annually (Tanzania Invest 2014). The government has recognized
the significance of the agricultural sector in Tanzania and has started various initiatives to ensure
that agriculture continues to lead economic growth. Tanzania has abundant land and water
resources as well as motivated agriculturists; hence, it is not surprising that for the past few years
it has witnessed bumper harvests with its cereal crops. Maize especially seems to be doing well,
with farmers producing 6 million tons this season alone (Businessweek, 2014).
This trend of bumper harvests is now beginning to create problems for agriculturists in
Tanzania as there are no adequate storage facilities available in which to store the surpluses. The
government, through the National Food Reserve Agency (NFRA), can afford to buy only
300,000 tons of maize. This means that more than 1 million tons of maize will be destroyed due
to lack of storage facilities (Business Week, 2014).This is a major issue because wasted crops
constitute a huge loss for a nation as underdeveloped as Tanzania.
Tanzanias most pressing need is to ensure that its crops are not wasted and, in turn, that
its agriculturalists are not disincentivized from maximum production. As the self food
sufficiency rate this season is 125 % (BusinessWeek, 2014), it is also necessary to look at other
markets and encourage private agents/institutions to buy the surplus maize. As the storage
facilities in Tanzania are highly inadequate, Tanzania needs a solution wherein its crops can be
stored, transported to new markets, and monetized. Enter Shamba Chama.
lacking (communication and collaboration) in order to maximize the utility of their labor.
Shamba Chama will uncover the opportunity to cultivate profit by assisting the smallholder
farmers who have difficulty negotiating fair crop prices without government assistance. The
Chamba Chama solution offers competitive prices for excess maize crops given that the
government is no longer able to purchase all of the mounting surplus.
Shamba Chama will be marketed towards Tanzanian maize farmers, the hardworking and
dedicated individuals who spend hours upon hours laboring over their fields. Maize is the single
most important food crop in Tanzania, covering 45% of farmable land within the country (Lyimo
et al., 2014). These farmers have undergone a major transition in recent years and have adopted
new ways of tending to their crops. A battle of subsidies and foreign agricultural aid programs
has shifted these farmers fields to produce more crops of a higher quality (Tomlinson, 2007).
Tanzanian farmers are proud of what they have been able to learn, and of the fact that they can
provide better lives for their families.
As maize yield has steadily increased since over the past few years, a need for increased
storage capabilities has arisen, something new to a country that does not often experience a
surplus of anything but poverty. Shamba Chama differentiates itself by acting as a unique crop
collection service; a way for Tanzanian maize farmers to rationalize greater crop production.
Shamba Chama pays farmers for their excess crops that are then exported to neighboring
countries after local and national needs are satisfied. What also makes Shamba Chama unique is
its supportive role in the community. Shamba Chama gives back to the Tanzanian communities
by way of donation to healthcare, education, and clean water initiatives. Shamba Chama fosters a
sense of pride in the minds of maize farmers, who now can produce enough maize to support
their family and also strengthen and improve their communities as a whole.
have surplus crops and no way to monetize them. Shamba Chama is the solution to this need.
Instead of hiring no one and letting their crops go to waste, smallholder farmers will hire Shamba
Chama to do the job.
The target audience, as mentioned above, consists of all smallholder maize farmers who
find themselves the unfortunate possessors of surplus crops. Shamba Chama will attempt to
manifest itself in the minds of these farmers similar to how social media networks do so. The
Shamba Chama community will be built in such a way that farmers who are not part of the
community feel left out and will be compelled to join for fear of being left behind.
Tanzania has a fairly well-developed transportation infrastructure. This makes out-ofhome billboard advertising an attractive option for Shamba Chama. It is likely that Farmers
traveling on roadways are heading to their local farm depot or hardware store for farm-related
supplies. These stores represent another potential contact point. Shamba Chama will set up
kiosks in these stores to help drive the association between smart farming and Shamba Chama.
Perhaps the most important tactic to be utilized by Shamba Chama is its fleet of branded
trucks and vans (see Appendix 1.1). These vehicles represent the companys operational
competence and as such will be adorned with imagery relevant to the company, including but not
limited to: the companys name and logo, images of fresh maize harvests, and of course smiling
farmers to represent the Shamba Chama community. These vehicles will effectively serves as a
form of out-of-home advertising; everyone who sees them on the road will be exposed to the
brand.
As for public relations, Shamba Chama will make it clear in its advertising that it is
dedicated to giving back and addressing the needs of local communities. It will, according, put
its money where its proverbial mouth is. This will be achieved by way of Shamba Chamas
FifteenBack program. 15% of Shamba Chamas profits will be dedicated to improving
communities education, healthcare, and clean water supply. This will lend a human touch to the
company.
Lake Victoria and Lake Tanganyika, respectively, as sources of seafood. The areas of Tabora,
Mpanda, Mbeya, Kitadu, are rural regions which produce only staple foods that are essentially
non-tradeable and exportable as crops. The capital city of Dodoma and the second commercial
capital, Dar es Salaam, are assumed to abstain from agricultural production and serve as
production centers for manufacturing and other services. Dar es Salaam serves as the entry point
for all international trade in Tanzania.
Using our distribution model, goods and services move across Tanzania as follows:
imports move from the Dar es Salaam port and are dispersed throughout our distribution model.
Exports move from the farm to the capital to the port, while the rest of the domestically produced
goods and services may be consumed elsewhere. Mwanza and Kigorma will serve as points of
providing fresh seafood to neighboring Mpanda and Tabora, while Dar es Salaam will provide
fresh seafood to secondary cities. This model allows farmers to sell their products and influences
the prices that rural households pay for goods purchased from other parts of the country. This
model also allows for dynamic growth externalities through the possibility of agglomeration
economies in secondary cities.
company. Building off Shamba Chambas FifteenBack program, Below-the-Line tactics focus
on improving education, healthcare, and clean water supply.
1. Shamba Chama Food Trucks: Shamba Chama food trucks will be found at Tanzanian
cultural festivals and the streets of Tanzania. These trucks will not only act as moving billboards
but offer free, fresh food to the Tanzanian people. Food trucks will act as a gateway for
communication between Shamba Chama representatives and community members. While
indulging in much needed and well deserved meals, Shamba Chama representatives will have the
opportunity to educate and recruit Tanzanian farmers, learn about their community and
individual needs, and collect contact information. At festivals, Shamba Chama will raffle off
coveted farm equipment which empowers farmers and increases produce production. Ultimately,
the food trucks would become a branded entity for Shamba Chama and one of their most
authentic, useful, and effective communication strategies.
Shamaba Chama food trucks will also be in the U.S. however their role in society will be
slightly different. Following in the footsteps of Project (RED), Shamba Chama will partner with
local restaurants and chefs in metropolitan cities to provide culinary experiences with a cause.
All profits made from the food truck fundraising efforts will be used to provide farmers with
MoneyMakers, a hip pump that extracts water from the ground and helps water plants.
MoneyMakers cost $70 and can increase a farmers income from $150 a year to $850 a year.
Through Shamba Chamas strategic partnership with MoneyMakers holding NGO, KickStart,
we will continuously use donated funds to help empower farmers with tools that aid in
sustainable, independent farming.
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2. Social Entrepreneurship Mentor Program: By partnering with Reach For Change Tanzaniaa non-profit organization that aims to enhance childrens lives by educating them about social
entrepreneurship. Shamba Chama will offer mentoring to farmers led by graduates from Reach
For Changes Incubator program . Through this unique mentorship program Shamba Chama will
not only provide farmers with tools for farming efficiency, but empower them with the
knowledge of entrepreneurship. They will ultimately change the current view of farming- a dirty,
back-breaking chore- to an authentic, sustainable, and profitable way of life.
3. Branded Content: Shamba Chama Documentary: Inspired by Chris Temple and Zach
Ingrascis Living on One documentary on Guatemala, Shamba Chama would create a film that
highlights the economic challenges of Tanzanian farmers. Additionally, the documentary would
urge people to donate at the end of the film by directing them to the Shamba Chama website.
Proceeds will be invested in the Shamba Chama mentorship program and providing farmers with
proper farming equipment, specifically MoneyMakers.
4. Walk for Water: Annual FitBit Flash Campaign: In correlation with Shamba Chamas goal
to provide clean drinking water to Tanzanians, a strategic partnership with FitBit and LifeStraw
will be formed to create a compelling and interactive fundraising campaign which will provide
Tanzanians with clean water. The average Tanzanian walks three hours to reach a clean water
source. This timeframe allows us to estimate they travel about 9 miles daily to collect drinking
water. Considering this reality, for one week annually, FitBit customers will donate via the miles
they walk while wearing their FitBit device. For the first 9 miles walked a LifeStraw will be
provided to a Tanzanian in-need. Once the consumer reaches 18 miles, a LifeStraw Family will
be donated. Fundraisers will be encouraged to share their social enhancements via social media
creating buzz for Shamba Chama, FitBit, and LifeStraw, and creating awareness about the
scarcity of clean drinking water in Tanzania.
Brand Extensions
Once Shamba Chama is established in the Tanzanian market, the next move will be to
extend its services to other crops such as cassava, millets and sweet potatoes, which are also
growing in abundance. After the brand is well ingrained into agricultural sector the next
extension to the brand will be to provide the same service to other industries that have the need
of transportation & storage facilities. As freshwater fisheries represent another growing sector in
Tanzania, we think Shamba Chama could benefit from the implementation of a branded service
just for them; in the long run, it will be beneficial to both the freshwater fishing industry as well
as to Shamba chama.
Additionally, Shamba Chama could move on to different countries in the African
continent with the same business model. Eventually Shamba Chama could transition into a
Transportation and freight brand whereby they would be the one-stop solution for all
transportation needs.
consumer segments through increased distribution and brand awareness. They will eventually
want to evaluate their marketing program and determine which elements are making a strong
contribution to brand equity (Keller, 2013). Following this process Shamba Chama must fine
tune their marketing program by making changes that contribute to maintaining or strengthening
brand equity. Lastly, Shamba Chama could expand brand awareness and further develop their
BTL education strategy by developing higher education programs in the realm of agriculture and
sustainability. As Tanzania shifts from an agriculture-based economy to a knowledge-based
economy, this will be vital in maintaining relevance and catering to community needs.
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risky because of piracy. The agricultural framework of Shamba Chama assumes that there will be
changes in markets and will easily adapt depending on seasonal crop offerings.
Works Cited
Africa: Tanzania. (n.d.). Retrieved April 27, 2015, from
https://www.cia.gov/library/publications/the-world-factbook/geos/tz.html
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring,
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Appendix
1.1
1.2
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