Tarehe Iliyotolewa: 2023-05-12
Kituo cha Kazi/Tukio: Tanzania
Imetembelewa mara! 4522 ... Deadline: 2023-05-18 03:55:00
Meat Market Research
Despite the high livestock population which is dominated by cattle, the contribution of indigenous beef cattle to the Tanzanian Gross Domestic Product (GDP) is very low. The indigenous beef cattle contribute only 4.8% out of 28.7% of the overall contribution from agriculture sector to the real national Gross Domestic Product (GDP). Tanzania produces annually an average of 679,000 tons of meat (beef, goat, sheep, pork and chicken), of which beef cattle represent almost 70% of total tons of meat produced. In terms of marketing of meat products in the country, beef makes up 53% of all meat marketed in Tanzania, followed by chicken at 25% and goat, sheep, pork accounting the remaining 22%.
However, many reports indicate that despite the high population of cattle, the beef production subsector is not performing well and has a growth rate of below 2.6% per annum, resulting in the country still importing large amounts of beef products from other countries, mainly from Kenya and South Africa. For a country that accounts for about 1.4% of the global cattle population and 11% of the African cattle population to import many tones of meat annually just to meet domestic demand, is an indication of marginal utilization of local cattle resources. The underutilization of indigenous cattle can possibly be linked to poor market performance of indigenous beef cattle produced in Tanzania, which led to inadequate incentives to beef cattle actors to improve the subsector and being commercial oriented. However, the extent to which this assertion is true for indigenous beef cattle marketing in Tanzania is uncertain.
This study is designed to address the prevailing information gap on the indigenous beef cattle market.
The F2F Program in collaboration with the USAID-funded Alliance for Inclusive and Nutritious Food Processing (AINFP) implemented by TechnoServe will support the host organization in Morogoro to conduct market research to identify the meat and meat products potential markets and associated customer preferences in Morogoro, Dar es Salaam and Zanzibar.
Techno Serve in collaboration with Partners in Food Solutions (PFS) implements the AINFP Program that leverages the power of the private sector to create better nutritional outcomes for base-of-the-pyramid consumers and more profitable market opportunities for local farmers by supporting local food processing companies in Kenya, Tanzania, Zambia and Ethiopia through remote technical assistance and trainings from world leading food processing companies under PFS to increase the availability of safe, affordable and nutritious food
The findings of this study will assist the host to make an informed, market-led decision and provide information that will be used to devise interventions and marketing strategies aimed at enhancing the competitiveness of its indigenous beef cattle meat and meat products that meets the customer demands and preferences.
Therefore, the Farmer-to-Farmer (F2F) program is recruiting two volunteer experts — one of whom will be a U.S. citizen or permanent resident to provide remote support and technical input and the other one a Tanzanian or permanent resident who will execute the assignment in-country. The pair will work together to conduct meat market research to identify potential markets for meat and meat products i.e. (fresh meat, frozen meat, packed meat) and customers’ preferences in Morogoro, Dar es Salaam and Zanzibar and collect information that will be used by the host organization to devise interventions and marketing strategies aimed at enhancing the competitiveness of its indigenous beef cattle meet products that meets the customer preferences.
Objectives of the Assignment:
- Assessing the demand and supply of meat products (fresh meat, frozen meat, packed meat) considering all income level consumers.
- Assessing the urban and peri-urban markets with a specific focus on the low- and middle-income markets with particular attention to the current channels being used to buy similar or meat products.
- Identifying and analyzing possible entry points for marketing and distribution points of meat products (fresh meat, frozen meat, packed meat).
- Conducting a competitive market analysis for meat products, as well as identifying key market players.
- Identifying the current accessible and served market, as well as determining the potential future markets.
- Based on the findings, provide recommendations to the host on whether to introduce the products or not, how to introduce the meat products (fresh meat, frozen meat, packed meat) to target market channels, and/or propose potential alternative meat products in high demand within target market channels.
Tasks to be Performed:
- Conduct desk top research of the Tanzania meat Subsector to develop understanding of the sector and identify challenges and opportunities.
- Hold a call with F2F Tanzania Country Director, host organization and AINFP team to conduct a virtual review of assignment objectives and assignment execution plan.
- Develop market research tools, including questionnaires for consumer surveys, retailer surveys, focus groups with consumers and retailers, etc.
- Attend assignment kickoff call with the host organization, AINFP and F2F to review assignment objectives and execution plan.
- Attend orientation hosted by F2F staff.
- Attend the assignment kickoff meeting with the representative from the host organization in Morogoro to review and finalize assignment objectives and plan.
- Present draft market research tools to the host organization , AINFP and F2F for their inputs and feedback
- Revise market research tools tool based on host organization, AINFP and F2F feedback
- Conduct market research in Morogoro, Dar es Salaam and Zanzibar to identify potential markets for meat and meat products and collect information that will be used by the host organization to devise interventions and marketing strategies aimed at enhancing the competitiveness of its indigenous beef cattle meat products that meets the customer preferences.
- Conduct market research using data collection methods such as in-person field-based consumer surveys, retailer surveys, and focus groups (to be determined by volunteers during preparation). Information to be collected may include:
- Size of demand for mentioned products (estimated volume and value).
- Consumer preferences- product volume (package size) desired, preferred packaging material, etc.
- Logistical requirements (cold chain infrastructure, etc).
- Analyze collected data and prepare a detailed market research report with practical recommendations for the host to capitalize on relevant market opportunities.
- Present market research report to the host’s management/board.
- Develop recommendations for the host organization to access markets .
- Attend briefing with USAID Tanzania mission.
- Hold debriefing with F2F team.
- Draft final report for assignment.
End of Assignment Report and Other Deliverables Required :
- Trip Report
- Market research report with recommendations
- Final market research tools
- PowerPoint presentation describing the assignment, findings, recommendations and expected impacts.
Expertise of Volunteer Experts Requested:
· University degree in marketing, business management, business administration.
· Ample experience in doing market research.
· Experience working in agriculture, livestock, and meat value chain in Tanzania and/or other sub-Saharan African preferred.
· Strong leadership and communication skills and capacity to plan strategically and flexibly.
· A good analytical and numerical skills and experience in statistical data analysis
· Strong interview techniques, skills and experiences will be helpful.
· Independent and strong interpersonal skills.
· Creativity, critical thinking, and problem-solving skills.
· Goal-oriented mindset and hands-on approach.
· Analysis, Research, Report Writing: Experience in business planning and analysis, modeling for feasibility and execution. Able to analyze and express oneself clearly in business writing.
· Innovative Mindset: Curious inquiries, asks questions and seeks out information from multiple sources, learns from mistakes, sees change as an opportunity.
· Writing Skills: reporting requires good computer skills including, but not limited to, writing and generating reports with Microsoft Word, and developing PowerPoint presentations.
· Sufficiently physically fit, with appropriate medical clearance
· This is a United States government funded program. Therefore, for the purpose of achieving desired results in accordance with the work plan and submitting requisite reports, written and spoken fluency in English is required. The ability to work through translators in the field, however, is essential. This requires deliberation and sensitivity to cultural issues in communication.
USAID and IESC encourage all F2F volunteers to participate in public outreach. An important objective of the program is to increase awareness of Americans’ good work in developing countries. Volunteers should select at least one outreach activity from the list below, to be completed within two months of return to the US:
? Write an entry for the IESC blog.
? Post a photo, video, or text related to the F2F assignment on a personal website, blog, Facebook page, Twitter, or other social media site. –And send a link to IESC staff.
? Send a press release to local newspaper(s) in the volunteer’s hometown. (IESC can provide a template).
? Write something for an alumni or professional association newsletter, or other publication. (IESC can help as needed).
? Give a presentation about the F2F assignment to colleagues, students, church group, rotary club, etc.
? Send an email about F2F to friends, family, or colleagues.
Description of the Program:
IESC serves as the lead implementer for the Farmer-to-Farmer (F2F) Access to Finance Program (2018-2023) to address deficits in the financial ecosystem hindering investment and growth in agriculture for individual farmers, as well as micro, small, and medium sized enterprises through delivery of volunteer technical assistance. IESC has designed a thematic F2F program to generate sustainable, broad-based economic growth and create jobs in the agricultural sector with a special focus on assistance to women and youth.
Funded by the U.S. Agency for International Development, F2F initiatives generate rapid, sustained, and broad-based economic growth in the agricultural sector. These programs also promote international goodwill, understanding of U.S. foreign assistance programs, and private involvement in development activities. Through the F2F Program, USAID facilitates delivery of a broad range of U.S. agricultural expertise using U.S. volunteers who work with farmers, agricultural support systems and associations, and agribusinesses, in developing countries. The work of volunteers helps improve the quality of the agricultural sector workforce through training and advisory services provided to a wide range of agriculture sector actors. Volunteer assignments are designed to improve farm and agribusiness operations and agricultural systems.
Focusing on Kenya, Tanzania, and Sri Lanka, the F2F Access to Finance Program will work with local partner organizations and volunteer hosts to field pro bono experts from the U.S. agriculture, corporate, and banking sectors to address systemic capacity constraints for farmers and lenders in each targeted country and unlock finance for improved agricultural production leading to utilization of agricultural technologies and increased sales and incomes.