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Society for Bangladesh Agricultural Extension

Network Web:baenbd.net

Training Manual on

Market and Value Chain Development

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Vegetables marketing

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Table of Contents Title Page

Acronyms 4

Introduction 5-12

Session 1:Inaugural Session 13-14

Session 2:Market 15-22

Session 3:Market actors 23-30

Session 4:Market system 31-33

Session 5: The market system development & use of ICT in marketing 34-48

Session 6:What is value chain? What is Value chain development? 49-53

Session 7:Value chain analysis 54-57

Session 8:Triggers of value chain 58-60

Session 9:Market Map 61-65

Session 10:Marketmap exercise 66-67

Session 11:Market constraint analysis 68-71

Session 12:Potential Partner identifying and value chain selection matrix 72-74

Session 13:Open Question & Answer 74

Session 14:Course Evaluation 75-80

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Acronyms

ICT Information, Communication and Technology

LSP Local Service Provider

MSE Micro and Small Enterprises

MFI Micro Finance Institution

M4P Making Market Works for Poor

MM Mobile Marketing

MMS Multimedia Messaging Service

PPC Pay-per-click

SPA Service Provider Association

VC Value Chain

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About this training manual Introduction

In order to generate improvements in the supply or quality of any product of the project beneficiaries,

one needs to consider all aspects of the range of steps in the chain of events from production to

consumption, including both opportunities and constraints, and the demand and supply of necessary

products and services.

Taking a value chain approach to economic development and poverty reduction involves addressing

the major constraints and opportunities faced by farmers and producers, processors, traders and other

businesses at multiple levels and points along a given value chain. It aims to assist staffs who have

responsibility for developing Market and value chain development approach to poverty reduction

&improvement of rural livelihoods through increasing beneficiaries‘ productivity. Hope that this

training will help the staff to escalate their competency level regarding Market and value chain

development approach at work place especially in community.

For the above reasons, it is necessary to provide training to the extension workers/agent so that they

will be able to provide training to the Farmers / households. On these considerations, ―Supporting

Smallholder farmers in Asia and Pacific Islands Region through Strengthened Agricultural Advisory

Services‖ project has taken an initiative to prepare training module for developing capacity of

Trainers who are directly engaged in agricultural extension advisory services in Bangladesh. This

module can facilitate to train the mid-level extension workers/service providers from GO, NGO,

Private organization aiming to introduce them with the concepts of Market and value chain

development.

Target group

Mid-level extension workers/agents from GO, NGO and Private Organization

Major Focus

To develop trainers for excelling deliverance of their acquiring knowledge among the cluster

facilitators to improve producers‘ group productivity through implementing market and value chain

development support.

Major Objectives

At the end of the training course, the participants will be able to

Understand basic concept of market, Value chain & its terminologies

Know the value chain approach opportunists & constraints in their working areas

Analyze chain, channel, sectors & sub sectors

Design & develop value chain approach to improve productivity of their producer group

Explain making producers group effective for ensuring their sustainability

Acquire knowledge on cluster & federation-based marketing tools and techniques to make

more profit

Change traditional mind set of producer group/actors to face challenges in the VCD

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Majors Content

1. Market and its system development

2. Introduction to Value Chain

3. VC Approach design & development

4. The role of staff: Transform traditional mind set of concern actors

Learning Unit

01. Market and its system development

a. Concept of market

b. Types of market

c. Characteristics of different types market

d. Market actors

e. Market systems development

f. Use of ICT in marketing

02. Introduction to Value Chain

a. Value chain: What & why for producer group

b. Product three level & Value adding point

c. Basic VC functions, Actors & their functions: Role of staff as VC Facilitator

d. Sector, sub sector, Chain & Channel

e. Sub sector analysis (Vegetable sub sector)

f. Supply chain & Value chain

g. Value chain opportunities & constrains

03. VC Approach design & development

3.1:Market and its system development:

a. Market development

Selection of market actors

Market system

Necessary action for its development

3.2: VCA design & development steps:

a. VC Selection

Criteria & considering Factors

Methods: Attractiveness matrix and Ranking matrix (Exercise)

b. Information collection & Value Chain Mapping

Information collection areas & ways

Value chain Map and Mapping (why and how- detail process)

Actors identifying & mapping exercise: Existing & Expecting VCM

c. Value Chain Analysis

Concept of VC Analysis

Tools of VC analysis: Business service, Assessment & Intervention

Value Chain Analysis: Group exercise

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d. VC designing & Planning

Concept & Steps

Planning Exercise

3.3: Designing & developing of complete Vegetable, Fisheries and Dairy VC approach paper

Number of Batch for training

One batch containing 25 participants.

Trainers

BAEN expert team along with National policy level officials of DAE, Research organizations and

Universities and relevant experts will act as facilitators/Trainers for this training.

Duration: Three days

Collaboration with other organization

Collaboration is needed for selecting Facilitators/Trainers from DAE, National agricultural research

institutes, Universities and other public and private organization involve in agricultural advisory

services.

Facilities required

Funds for TA, DA and Honorarium for Trainers, Trainees, Evaluators and Course Advisor

Funds for training Aids/materials and equipment like multimedia projectors with laptop

computer, screen, UPS, high capacity sound system, digital camera, printer, scanner etc.

Accommodation facilities for Trainees and trainers

Training materials

Following materials are required for trainers and trainees for implementing the training: Training

module, poster papers, sign pens, white boards, white board markers, offset paper, printing leaflet,

booklet, handout etc., microphone, books and literature related to Value Chain Management and

Market Linkage.

Training Aids

Multimedia projector, projection screen, laptop computers, laser printers, scanner, digital camera

Training Methodology

The courses will be conducted followed by participatory approach. Some of the major methods that

will be used in the duration of the different sessions are:

Interactive Lectures with Multimedia presentation and participation by Q & A

Indoor group and individual exercise

Story telling

Lecture and lecture followed discussion

Brain storming

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Small and large group discussion

Demonstration and Role play presentation

Structured experiences

Participatory Discussions

Experience Sharing

Expected outcomes

After receiving training,participants will be able to

Explainmarket all about, types of markets and characteristics of market

Understand the market actors and their role

Explaina market system and the market system development approach

Understand the value chain, itsanalysis and development and its triggers

Constraints of VC and its management

Understand and draw marketing map and identify marketing constraints

Understand and explain importance of use of ICT in Marketing approach

Evaluation

Pre, Post and course evaluation formats will be administered to the participants to assess the

knowledge and effectiveness of the training respectively. Pre and post evaluation may be done using

Annexure III (Evaluation form). Beside this, an external evaluation through their job performance

after the training also is done in three-six months interval. Evaluation team will be composed of four /

five members of country BAEN team.

Feedback form

The feedback form in Annexure II may be used for getting feedback from the trainees.

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Session Details:

SN

.

Title

Contents

Methods /

Activities

Durati

on

Resources used Methods of

learning

evaluation

Note by module designer

1. Inauguration

Session Self-introduction

Expectation from the

courses

Introduction and outline

of the course

Output of the courses

Individual

presentation

VIP card

Lecturing

Role play

60 min VIPP card, Push

board, Laptop,

multimedia

projector,

whiteboard,

marker,

microphone,

Poster paperetc.

By

feedback

discussion

Facilitator will give his

introduction, subsequently

all participants will be

introduced with the

participants. Then he will

take the expectation mark

using VIPP card from all

the participants. Outline

and output of the course

have present though

multimedia presentation in

a participatory way.

2. Market Concept of market, types

of market, characteristics

of efficient and

inefficient market

Lecturing, showing

video and pictures

followed by

discussion, group

work

60 min Laptop,

multimedia

projector,

handout,

whiteboard,

marker, poster

papermicrophone,

etc.

By

feedback

discussion

Facilitator will explain the

Concept of market, types

of market, actors of

market, roles of market

actors, characteristic of

efficient and inefficient

market ,given poster paper

for group work

in a participatory way.

3. The market

actors Concept of market

actors, roles of market

actors, input suppliers,

output buyers and

service providers

Group works 60 min Marker, Brown

paper, White

board,Laptop,

multimedia

projector

By

feedback

discussion

Facilitator will help the

formation of Groups,

explain the procedure of

works, presentation of

works by group leader

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SN

.

Title

Contents

Methods /

Activities

Durati

on

Resources used Methods of

learning

evaluation

Note by module designer

4. Market system Concept of marketing

system

Factors of marketing

system

Composition of

marketing system

Diagrammatic and

Pictorial and

multimedia

Presentation,

followed by

discussion(Q&A)

60 min Laptop,

multimedia

projector,

handout,

whiteboard,

marker,

microphone,

poster and brown

paper

By

feedback

discussion

The trainer will overview

on Concept of marketing

system, factors of

marketing system and

composition of marketing

system

5. The market

system

development&us

e of ICT in

marketing

The market system

development

Advantage and

disadvantage of market

system development

approach

M4P approach

Conventional approach

Vs M4P approach

Use of ICT in marketing

Pictorial

multimedia

Presentation

followed by

discussion(Q&A)

60 min Laptop,

multimedia

projector,

handout,

whiteboard,

marker,

microphone,

poster and flash

cards

By

feedback

discussion

The trainer will overview

on market system

development, advantage

and disadvantage of

market system

development approach;

M4P approach;

Conventional approach Vs

M4P approach, use of ICT

in marketing( Source trace

lecture )

6. What is value

chain? What is

Value chain

development?

Definition of VC

Diagrammatic

presentation of VC

Implication of VC

development

Analysis of sector and

sub-sector

Pictorial

Presentation with

multimedia and

followed by

discussion(Q&A)

60 min Laptop,

multimedia

projector,

microphone,

poster and flash

cards

By

feedback

discussion

The trainer will discuss on

Definition of VC,

diagrammatic presentation

of VC, Implication of VC

development

7. Value chain

analysis Concept of VC analysis

Example of value chain

Pictorial

Presentation and

60 min Laptop,

multimedia

By

feedback

The trainer will overview

on VC analysis and some

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SN

.

Title

Contents

Methods /

Activities

Durati

on

Resources used Methods of

learning

evaluation

Note by module designer

Vegetable /DairyVC

analysis

followed by

discussion

projector,

handout,

microphone,

poster and flash

cards

discussion example of VC

8. Triggers of

Value Chain Factors affecting VC

Details discussion on

different factor of VC

Pictorial

Presentation and

group work

followed by

discussion(Q&A)

60 min Laptop,

multimedia

projector,

handout,

whiteboard,

marker, brown

papermicrophone,

poster and flash

cards

By

feedback

discussion

Facilitator will help the

formation of Groups,

explain the procedure of

works, presentation of

worksby group leader

9. Market map Concept on market map

Diagrammatic

presentation of

marketing map.

Component wise detail

discussion on marketing

map.

Pictorial

Presentation,exerci

sesfollowed by

discussion

120

min

Laptop,

multimedia

projector,

handout, brown

paper

,microphone,

poster and flash

cards

By

feedback

discussion

The trainer will overview

on market map, will

present diagrammatic on

market map. Component

wise detail discussion

marketing map

by making session

participatory

10. Market map

exercise Market map exercise

(Mapping market

relationship and

Mapping business

services)

Pictorial

presentation and

group work

followed by Draw

map by the

participants

discussion,

60 min Laptop,

multimedia

projector,

handout, Brown

paper,

microphone,

poster and flash

By

feedback

discussion

Facilitator will help the

formation of Groups,

explain the procedure of

works, presentation of

works

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SN

.

Title

Contents

Methods /

Activities

Durati

on

Resources used Methods of

learning

evaluation

Note by module designer

cards

11. Market

constraints

analysis

Market constraints

analysis

listing constraints and

identifying underlying

causes

solution of the

constraints

Group work

followed by

multimedia

presentation

60 min Laptop,

multimedia

projector,

handout, Brown

paper/microphone

, poster and flash

cards

By

feedback

discussion

Facilitator will help the

formation of Groups,

explain the procedure of

works, presentation of

works

12. Potential partner

identifying

matrix

Potential partner

identifying matrix

Practical example of

potential value chains

and exercise

Multimedia

presentation,

Pictorial

Presentation and

role play followed

by discussion

(Q&A)

60 min Laptop,

multimedia

projector,

handout,

whiteboard,

marker,

microphone,

poster etc.

By

feedback

discussion

The trainer will overview

on Potential partner

identifying matrix,

Practical example of

potential value chains and

exercise

13. Open Question

& Answer Market

VC

Others

Oral, Pictorial,

multimedia

Presentation and

group discussion

60 min Laptop,

multimedia

projector,

handout,

whiteboard,

marker,

microphone,

poster etc.

By

feedback

discussion

The trainer will describe

how to translate integrated

knowledge into action

followed by group work

14 Course

Evaluation Exam. Conduction Written exam. 30 min. Questionnaire, Observing

written test,

The trainer will describe

the exam. Procedure and

conducted exam

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Objective:

To get to know participants (Self-introduction) and expectation from the course

Introduction and outline of the course

Output of the courses

Assessment of Knowledge (Pre-test)

Preparation Read the session carefully

Prepare all necessary flip chart papers and write the training objectives on flip chart

Materials Flip chart, markers

Vip card

Prepared flip chart with the training objectives; other flip charts

Copies of: Resource 1.1: Assessment of Knowledge (Pre-test)

Methodology:Self introduction by the participants, introduction and outline of the course,

output of the course, expectation through brainstorming and administration of pre-test

Duration: 45 minutes

Learning objective:To get to know participants,introduction and outline of the course,

output of the course, their expectations and assessment of knowledge.

Activity: Welcome and Training objectives

Welcome participants to the Training.

After all of the participants have been introduced

Introduction and outline of the course.

Output of the course

Write participant‘s expectations using VIP card/on one flip chart.

Assessment of Knowledge (Pre-test) using questionnaire

Messages

Session 1: Inaugural Session

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Training outline and outputs

Build the capacity of extension workers on new/innovative approaches ofMarket and

Value Chain development in efficient & effective manner.

To strengthen the capabilities of extension workers to explain Market and Value chain

development and related issues

To enrich the knowledge and skill of extension workers on Basic VC functions,

Actors & their functions, Sector, sub sector, Chain &Channel, Sub sector analysis,

Supply chain & Value chain, Value chain opportunities & constrains

To make the extension workers able to prepare plan for farmers through analyzing

and designing value chain of respective sub sectorformaximizing the profit margin of

product considering market (input and output)

To endorse the extension workers to make internalize on gender sensitive market

development approaches for economic empowerment of the rural women

For promoting use of modern ICT tools & mobile apps for extension workers

regarding market and value chain development

To assess participants’ knowledge (Pre-test) 1. Distribute the pre-test to participants and allow them to finish within 15 minutes.

2. Remind them to write their code on the pre-test.

3. Inform participants that they can ask questions if anything is not clear to them.

4. Collect the pre-test after 15 minutes.

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Session 2: Market

Learning objectives: To understand perceptions and concept of Market

To understand the types of markets, characteristics of efficient and inefficient

market

Preparation Read the session carefully

Prepare all necessary multimedia presentation

Video clips

worksheets

Materials Multimedia and projector

Power point presentation

Flip chart

Art line marker

Poster paper

Duration:60 minutes

Learning objective 1Tounderstand perceptions and concept of Market

Activity:Understand about themarket concept

Demonstrates the pictures to understand market

Pictures:

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Ask participants to talk about the pictures/scene. Discuss about Market concept

Messages

In simple terms, market refers to a physical place where goods and services are exchanged

between buyers and sellers at a particular price.

However, in economic sense, market does not require a physical location or personal contact

between buyers and sellers for the transaction of a product.

“Economists understand the term market not any particular marketplace in which things are

bought and sold but the whole of any region in which buyers and sellers are in such free

intercourse with one another that the price of the same goods tends to equality easily and

quickly” – Cournot.

In economics, market is defined as a set of buyers and sellers who are geographically

separated from each other, but are still able to communicate to finalize the transaction of a

product. The market for a product can be local, regional, national, or international.

● A market is the mechanism by which goods, currencies or services are exchanged

between two or more parties by mutual agreement.

● A market can be a physical place or a set of policies, practices and beliefs that govern

the value of goods, services or currencies.

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● It can represent the demand for a particular product, service of currency.

● The market is a physical or virtual place where buyers and sellers meet

● The market is a mechanism to match the offers of buyers and the demands of sellers

● The market is a mechanism to take decisions on allocation what should be produced?

How much should be produced?

As per the definition given by Cournot, following are the essentials of a market:

i. Products which are dealt with

ii. Presence of buyers and sellers

iii. A place, whether a certain region, country, or the whole world

iv. A type of interaction between buyers and sellers, so that the same price prevails for same

products at the same time

Not all markets are created equal. Some are bigger, better and more lucrative than others.

Knowing how to evaluate a market is like knowing where to go fishing for a great catch.

Use these 11 characteristics to evaluate any market with ease so that you can take your

business where there are the highest chances of success. A rising tide floats all boats; a great

market lifts everyone up.

To evaluate your market, get a pen and piece of paper and go out and research the following

11 characteristics. Rate how well that market scores, on a scale of 1 to 10, on each of these

characteristics, and then see if the total score makes you happy.

1. Size. The bigger the market size, the better.

2. Urgency. The more urgently people need the products in that market, the better. For

example, pet rocks have no urgency, but medication does.

3. Speed to market. The faster you can go from getting the initial idea to beginning to make

sales, the better.

4. High pricing potential. The higher you can charge per product, the better.

5. Low cost of acquiring new customers. The easier and cheaper it is to get new customers,

the better.

6. Low cost and ease of delivering. The cheaper and easier it is to deliver your product, the

better.

7. Uniqueness. The more unique your product is (or how you deliver it, or how you package

it), the better.

8. Low upfront investment. The less resources you need to test the market, build the business

and get started, the better.

9. Back-end and up-sell potential. The more related products you can sell to your existing

clients, the better. You don‘t want to go into business whereby you can only sell one product

one time to each customer and then that‘s it. There is now growth potential there. You need

to be able to repeatedly sell the same customer.

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10. Evergreen potential. The easier it is to continue selling and selling once in business, the

better. For example, a product that can be sold for ever, like toilet paper or cooking oil, is

better than one that is sold just once, like pet rocks.

11. Addressability. The easier it is to reach and communicate with your market, the better.

For example, does your market congregate in ―pools‖ like mailing lists or radio stations or

places you can get access to?

How well does your market score on each of these points?

Learning objective2: To understand the types of market, characteristics of efficient

and inefficient market

Activity:Understand the types of market and characteristics of efficient and inefficient

market

Demonstrates the pictures to understand types of market

Pictures:

Ask participants to talk about the pictures/scene. Discuss about the types of Market

Messages

Financial Markets- The financial market is a broad term describing any marketplace where

trading of securities including equities, bonds, currencies and derivatives occur. Some

financial markets are small with little activity, while some financial markets like the New

York Stock Exchange (NYSE) trade trillions of dollars of securities daily. The stock market is

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a financial market that enables investors to buy and sell shares of publicly traded companies.

The primary stock market is where new issues of stocks are first offered.

Any subsequent trading of stock securities occurs in the secondary market.

Labor Markets- A labour market is the place where workers and employees interact with

each other. In the labour market, employers compete to hire the best, and the workers

competeforthebestsatisfyingjob.A labour market in an economy functions with demand and

supply of labour. In thismarket, labour demand is the firm's demand for labour and supply is

the worker's supply of labour. The supply and demand of labour in the market is influenced

by changes in the bargaining power.

Product Markets- In economics, the product market is the marketplace in which final

goods or services are offered for purchase by consumers, businesses, and the public sector.

Focusing on the sale of finished goods, it does not include trading in raw or other

intermediate materials. Product markets refer to markets in which all kinds of goods and

services are made and traded, for example the market for airline travel; smart-phones, new

cars; pharmaceutical products and the markets for financial services such as banking,

mortgages and pensions. Supply-side policies in product markets are design to increase

competition and efficiency.

Service Markets- Services include a wide range of commercial and not-for-profit

transactions including personal services, professional services, entertainment and leisure

services.Services marketing is a specialised branch of marketing. Services marketing emerged

as a separate field of study in the early 1980s, following the recognition that the unique

characteristics of services required different strategies compared with the marketing of

physical goods.Services marketing typically refers to both business to consumer (B2C)

and business-to-business (B2B) services, and includes marketing of services such

as telecommunications services, financial services, all types of hospitality, tourismleisure and

entertainment services, car rental services, health care services and professional services and

trade services. Service marketers often use an expanded marketing mix which consists of

the seven Ps: product, price, place, promotion, people, physical evidence and process. A

contemporary approach, known as service-dominant logic, argues that the demarcation

between products and services that persisted throughout the 20th century was artificial and

has obscured that everyone sells service. The S-D logic approach is changing the way that

marketers understand value-creation and is changing concepts of the consumer's role in

service delivery processes

Utility Markets- ―Energy storage is the next step for our industry. We‘ve been doing one

thing for a hundred years, it‘s time to do something different.‖ Sean Hamilton, General

Manager, Sterling Municipal Light Department

Without energy storage, generation and transmission must be overbuilt to accommodate rare

demand peaks and maintain grid stability while integrating high volumes of variable

resources like solar and wind. Energy storage can help to solve these problems, while

providing valuable grid services as a least-cost alternative that pays for itself. These benefits

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can be provided by batteries installed behind customer meters as well as on utility distribution

grids.

Demonstrates the pictures to understand the characteristics of efficient and inefficient

Market

Pictures:

Ask participants to talk about the pictures/scene. Discuss about the characteristics ofefficient

and inefficient Market

Messages

Efficient Market Market where all pertinent information is available to all participants at the same time, and

where prices respond immediately to available information. Stock markets are considered the

best examples of efficient markets.

A market in which security prices reflect all available information and adjust instantly to any

new information. If thesecurity markets are truly efficient, it is not possible for an investor

consistently to outperform stock market averagessuch as the S&P 500 except by acquiring m

ore

risky securities. Significant evidence supports the premise that securitymarkets are very effici

ent.Also called market efficiency.

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Efficient Marketand its Characteristics

Efficient Market- When people talk about market efficiency, they are referring to the degree

to which the aggregate decisions of all market participants accurately reflect the value of

public companies and their common shares at any given moment in time. This requires

determining a company's intrinsic value and constantly updating those valuations as new

information becomes known. The faster and more accurate the market is able to price

securities, the more efficient it is said to be. This principle is called the efficient market

hypothesis (EMH), which asserts that the market is able to correctly price securities in a

timely manner based on the latest information available. Based on this principle, there are

no undervalued stocks to be had since every stock is always trading at a price equal to its

intrinsic value. However, the theory has its detractors, who believe the market overreacts to

economic changes, resulting in stocks becoming overpriced or underpriced, and they have

their own historical data to back it up. For example, consider the boom (and subsequent bust)

of the dot-com bubble in the late 1990s and early 2000s. Countless technology companies

(many of which had not even turned a profit) were driven up to unreasonable price levels by

an overly bullish market. It was a year or two before the bubble burst, or the market adjusted

itself, which can be seen as evidence that the market is not entirely efficient, at least not all of

the time. In fact, it is not uncommon for a given stock to experience an upward spike in a

short period, only to fall back down again (sometimes even within the same trading day).

Surely, these types of price movements do not entirely support the efficient market

hypothesis.

Characteristics of efficient market-

▪ They provide consumers with the opportunity to choose between alternative products

▪ They mean that we don‘t have to produce everything we need for ourselves – we can

specialize

▪ Competitive markets encourage quality and efficiency in production

▪ They provide opportunities for wealth generation

“ Efficient markets benefit poor people”

Inefficient Marketand its Characteristics

Inefficient Market- An inefficient market, according to efficient market theory, is one in

which an asset's market prices do not always accurately reflect its true value. Efficient market

theory, or more accurately, the efficient market hypothesis (EMH) holds that in an efficient

market, asset prices accurately reflect the asset's true value. In an efficient stock market, for

example, all publicly available information about the stock is fully reflected in its price. In an

inefficient market, in contrast, all the publicly available information is not reflected in the

price, suggesting that bargains are available.

The EMH takes three forms: weak, semi-strong, and strong. The weak form asserts that an

efficient market reflects all historical publicly available information about the stock,

including past returns. The sem-strong form asserts that an efficient market reflects historical

as well as current publicly available information. And, according to the strong form, an

efficient market reflects all current and historical publicly available information as well as

non-public information.

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Characteristics of inefficient market- Regulations governing markets are often distorted in favor of the rich and powerful

▪ Poor people have little power in markets and struggle to participate in them on fair

terms

▪ Not everyone can access markets equally

▪ They can be highly variable – subject to fashion and trends

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Session 3:Market actors

Learning Objectives: To understand the concept of Market Actors,

To understand the roles of market actors, input suppliers, output buyers and service

providers

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective 1Tounderstandthe concept of MarketActors

Activity: Understand theconcept of Market Actors

Demonstrates the pictures to understand Market Actors concept

Pictures:

Ask participants to talk about the pictures/scene. Discuss about the Market Actorsconcept

Messages

Organizations or individuals, who are active in a market system,

▪ Suppliers

▪ Consumers

▪ Regulators

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▪ Developers of standards

▪ Service providers

▪ Information providers

In a marketing system private sector, public sector, non‐ profit organizations, representative

organizations, academic bodies, civil society groups etc. all are involved.Farmers and their

markets are the important actors involved in the MLA since it is these two actors that are

directly engaged in economic activities. Donors have recognised the potential of business to

enhance rural economic development and have been increasingly providing funds to support

and develop these partnerships.

Private sectors

MLA business members are companies that typically want to develop new opportunities, or

expand existing business models, with smallholder farmers. This approach is more

than philanthropy or charity – it is strictly a business tactic that aims to accrue benefits to

both the company and smallholder partners.

Farmers

The Association does not have individual farmer members. Its members are the development

organisations that support smallholders. The information shared by the MLA (Market

Linkage Association) assists these organisations in better developing market facilitation

strategies that can improve smallholder livelihoods. These strategies include input and output

markets:

Input markets: Over the years MLA has heralded market-based input access strategies

such as agrodealer networks and contract farming.

Output markets: Farmers have traditionally had difficulties in accessing profitable

markets for their produce and output marketing is an important focus of the group.

Learning objective 2Tounderstandthe roles of Market Actors-input supplier,output

buyer and service provider

Activity: Understand theroles of Market Actors-input supplier, output buyer and service

provider

Demonstrates the pictures to understand the roles of Market Actors-input supplier,

output buyer and service provider

Pictures:

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Ask participants to talk about the pictures/scene. Discuss about the types of Market Actors

Messages Market actors are defined the roles they play, by the nature of their financing activities and

their responsibility to ownership (whether to a centralized public office, to a private purchaser

of the marketing: service or self-responsibility as in the case of independent private

enterprises). Actors in the market can choose between specializing in one activity or

integrating a number of activities into one enterprise in a vertical or horizontal manner. A

specialized enterprise can offer its customers more individual attention and provide the exact

quality and form of goods desired (e.g. local butcher). Thus, the roles of actors are often

difficult to separate. The roles of vertically-integrated actors are likely to overlap with those

of more specialized agents in the market. Figure 5.3 illustrates how the roles of market agents

can vary.

In economics, an agent is an actor and more specifically a decision maker in a model of some

aspect of the economy. Typically, every agent makes decisions by solving a well or ill-

defined optimization or choice problem.

For example, buyers and sellers are two common types of agents in partial equilibrium

models of a single market. Macroeconomic models, especially dynamic stochastic general

equilibrium models that are explicitly based on microfoundations, often distinguish

households, firms, and governments or central banks as the main types of agents in the

economy. Each of these agents may play multiple roles in the economy; households, for

example, might act as consumers, as workers, and as voters in the model. Some

macroeconomic models distinguish even more types of agents, such as workers and shoppers

or commercial banks.The term agent is also used in relation to principal–agent models; in this

case it refers specifically to someone delegated to act on behalf of a principal.

In agent-based computational economics, corresponding agents are "computational objects

modeled as interacting according to rules" over space and time, not real people. The rules are

formulated to model behavior and social interactions based on stipulated incentives and

information.The concept of an agent may be broadly interpreted to be any persistent

individual, social, biological, or physical entity interacting with other such entities in the

context of a dynamic multi-agent economic system.

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Input supplier: An organization or individual who provides the resources needed to produce

goods or services to meet demand.

Raw materials- Raw materials can be explained as substance or material used in the

manufacturing or primary production of goods. Generally, raw materials are natural resources

like oil, wood, and iron. Raw materials are often altered for use in various processes prior to

being used in the manufacturing process. Raw materials are also referred to as commodities,

which are purchased and sold on commodities exchanges throughout the world.

As stated by Investopedia, raw materials are sold in what is known as the factor market. This

is due to the reason of raw materials being factors of production in addition to labor and

capital. Raw materials play an important role in the production process to a great extent as the

success of the economy of a country is determined by the amount of natural resources held by

a country within its borders. A country holding ample amount of natural resources does not

require importing of as many raw materials.After the raw materials have been selected, it

becomes important to select the right processing technology for the same. Besides, it is also

important to decide upon the source of raw materials. All these requirements can be met

either through domestic sources or can also be imported related to regulatory requirements of

the Governments.Moreover, it is also important to do a careful analysis about the cost and

benefit before proceeding with the process of placing orders to mitigating the production

cost thus increasing the profit margins.

However, there are certain points which require consideration while selecting the processing

technology. These include:

The level of complex machines or skilled workers required during the process.

The quantity of power or water required.

Check whether any process or product patent is required in order to utilize the opted

processing technology.

Check whether any special environmental or pollution regulation is required to be

followed.

The aptness of the technology to the existing environment and conditions.

In addition to these considerations, it is also important to carry out proper planning as non-

availability of the requisite raw materials might result in holding production, and idle

machinery and manpower. Besides, ordering too much in advance can result in locking up the

working capital.

Energy- As an input the role energy (electricity, fuel, gas etc.) has become very important in

respect of production, harvesting, processing, transport, distribution, marketing and even in

consumption.

Information- Recent years have seen an increased interest in the provision of market

information. In part, this reflects the movement away from state-sponsored marketing in

many countries and especially those which have been undergoing structural adjustment. This

has been accompanied by a recognition that if marketing activities formerly carried out by the

state are to be taken over by the private sector then some government support needs to be

provided to promote the creation of a competitive market. Even countries in which the private

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sector has always played a thriving role in agricultural marketing are increasingly coming to

recognise the need for a greater measure of official assistance in areas such as legislation,

infrastructure provision, marketing extension and Market Information Services (MIS).

Efficient market information provision can be shown to have positive benefits for farmers,

traders and policymakers. Up-to-date, or current, market information enables farmers to

negotiate with traders from a position of greater strength. It also facilitates spatial distribution

of products from rural areas to urban areas and between urban markets by sending clear price

signa Farmers often have limited outlets for their produce and are often bound by traditional

trading relationships, which may include an element of credit provision by the trader.

Opportunities for farmers to take advantage of spatial arbitrage possibilities are therefore

restricted. Such opportunities are further hindered by the small quantities produced by most.

While there may be few spatial arbitrage opportunities for small farmers, it cannot be

concluded that market information is of little value to them. Indeed, while the opportunities

for arbitrage may provide much of the theoretical justification for the provision of market

information, the reality is that traders often already have accurate and widespread information

networks and the introduction of an official MIS may add little to arbitrage possibilities.

However, the practical benefits to farmers are often much greater than

the theoretical arbitrage possibilities for traders. At the simplest level, the availability of

market information can enable farmers to check on the prices they receive, vis-à-vis the

prevailing market prices. If farmers receive prices lower than those broadcast they may, for

example, conclude that they should seek out other traders in future, negotiate more forcefully

or try to improve the quality and presentation of their produce. Information on market

conditions may also change farmers‘ marketing strategies. While, individually, farmers may

be unable to take advantage of spatial arbitrage possibilities, collectively they may be able to

organise transport to more distant and profitable markets.ls from urban consumers to rural

producers regarding quantities and varieties required.

Finance- For food security and achieving MDGs, reducing government and donor support,

rural investment and growth, agricultural and economic growth financial linkages and support

are growing in importance and recognition. Financial services, agricultural finance,

agricultural credit, micro finance, micro credit etc. are very intangible services for our

country. Quick service, flexible loan amounts and terms, cost effective, not just working

capital, choices of financial providers, diversity of products, serve household and business

needs, not require traditional collateral etc. are characteristics of financial products that

clients want.

Financial Instruments are an efficient way to invest in the sustainable growth and

development of businesses and resources in the agriculture and forestry sectors as well as in

the broader rural economy. Taking shapes such as loans, guarantees and equity, financial

instruments can support a broad range of projects and beneficiaries, with the potential to raise

further private capital for investing in our rural areas.

Chemicals- Availability of agro chemicals (insecticides, fungicides, chemical fertilizers, plant

growth regulator etc.) and their quality strongly affect on production, attraction and marketing

price of agricultural enterprise.

Equipment- Agricultural equipment playing an important role in production system. Those

who are involved equipment manufacturing and marketing, are important market actors.

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Feed-In the tropics (latitudes 30°N to 30°S), 40 to 80% of the livestock are associated with

mixed crop-livestock farming systems, e.g. Africa 60% (Brumby, 1987, World Bank, 1987).

Because of this close relationship between crop and livestock production, animal scientists

are highly concerned by plant breeders' efforts to change the distribution of plant nutrients to

the point that the nutritive value of the crop residues becomes too low for animals to obtain

even their maintenance requirements. This reduction in feeding value of grain crop residues

has often resulted in low adoption of new varieties by smallholders.

Seed- Seed is the mother source of production and still now in 50% cases production is

hampering due to lack of qualified seeds. Only seeds can catalyze the production to the

citable extent. The importance of quality seeds has been recognized from the time

immemorial. Good seed in good soil yields abundantly. Seed quality has been treated as

sacred, being an important factor in the improvement of agriculture and agrarian societies.

The Rigveda, 2000 BC indicate the importance accorded to seed and the mother earth.

Although the importance of seed was recognized in ancient agriculture, the need for

organized seed production was identified only at the beginning of 20th century when Royal

commission of Agriculture recommended spread of improved varieties and seed distribution.

So, the seed dealer or seed supplier is an important marketing actor.

Output buyer: An organization or individual who buys completed goods from the producer.

Service provider: An organization or individual that provides business services directly to value chain actors.

According to a Globe Scan poll of experts, the leading role in achieving sustainability will be

played by business (35%), followed by NGOs (30%), and governments (24%).

▪ Government Organizations (GOs)- What role, if any, should governments play in

promoting sustainability? Governments worldwide are beginning to recognize the

challenge of sustainability, and this term is being addressed in public policy

discussions. Any one government cannot work in this area alone; it is imperative to

work with other governments in order to address the issue in a global context.

Governments need to be able to anticipate rising demand for sustainable products and

services. Governments can play a key role in aiding the transition toward more

efficient, less damaging economies. Those governments that can lead in this role

would be able to set the agenda for their economies, industries, and citizens. In most

developed countries, like the United States and Canada, the government is the largest

employer, the largest landowner, and the largest fleet owner. The government is also

the largest consumer of energy and has the largest impact on the environment. It

stands to reason that governments should incorporate sustainability principles in their

internal operations.

In developing countries, the role of the government assumes even greater significance.

Within the realm of sustainability, the governments ought to encourage companies to

address the needs of the world‘s entire population. According to a KPMG report, the

government has four distinct roles in addressing sustainability concerns. These roles

are as follows: 1. Policy development 2. Regulation 3. Facilitation 4. Internal

sustainability management.

▪ Non-Government Organizations (NGOs)- Given this unprecedented growth in the

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numbers and financial power of NGOs, how has the role changed or matured? What

we see is that NGOs can have a huge impact. These NGOs are unfettered, not

answerable to specific agendas, and, in many instances, can act independently. Even

though NGOs are highly diverse organizations, the one common goal is that they are

not focused on short-term targets, and, hence, they devote themselves to long-term

issues like climate change, malaria prevention, or human rights. In addition, public

surveys state that NGOs often have public trust, which makes them a useful proxy for

societal concerns (Hall-Jones, 2006). There are four important roles of NGOs. These

roles are (1) social development, (2) sustainable community development, (3)

sustainable development, and (4) sustainable consumption.In case marketing and

value addition NGOs are playing an important role in our country.

Private Companies-The private sector is a key stakeholder in both urban and

economic development, being a major contributor to national income and the

principal job creator and employer. The private sector provides around 90% of

employment in the developing world (including formal and informal jobs), delivers

critical goods and services and contributes to tax revenues and the efficient flow of

capital. Further, it will undertake the majority of future development in urban areas. It

is increasingly being encouraged to help leverage the opportunities, and mitigate the

challenges, of rapid urbanisation (see Topic Guides on State Business Relations, Sen

2015; and Inclusive Growth, Alexander, 2015). Private sector actors are perceived as

playing a role in urban governance: they influence whether urban areas develop in

inclusive and sustainable ways, and they affect poverty reduction and drivers of

fragility and conflict such as unemployment, exclusion and instability.

Interactive planning and decision-making processes are needed to support private

sector participation in urban governance, and to co-ordinate this participation with

municipalities. Pieterse comments that municipalities can strengthen urban

governance in co-operation with the private sector by fostering partnerships and local

economic development (LED) strategies that combine local skills, resources and ideas

to stimulate the local economy, enabling it to respond innovatively to national and

global economic changes. For example, effective LED strategies detail how the

municipality will (ibid.):

develop and maintain infrastructure and services;

promote and expand existing businesses;

address inefficiencies in the local economy;

promote human capital development, to help vulnerable groups specially to

participate in the labour market;

encourage community development by promoting community business and co-

operatives, local exchange systems and informal credit etc.;

promote small, micro and medium enterprises (SMME) through supply-side

measures (training, provision of space and facilities for commercial activity etc.)

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and demand-side measures (reforms to procurement policy to ensure access for

SMMEs to contracts);

attract investment in the city.

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Session 4:Market system

Learning Objectives: To understand theConcept of market system

To understand the Factors of market system

To understand the Composition of market system

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective Tounderstandthe Concept of Market system

Activity: Understand theconcept of Market system

Demonstrates the pictures to understand the concept of Market system

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Pictures:

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Ask participants to talk about the pictures/scene. Discuss about the concept of Market system

Messages

A market system is a dynamic space—incorporating resources, roles, relationships, rules and results—in which private and public actors collaborate, coordinate and compete for the production, distribution and consumption of goods and services. The behavior and performance of these actors are influenced by other actors‘ decisions, and by rules, incentives and the physical environment Market systems are composed of vertically and horizontally linked firms and the

relationships embedded in these linkages; end markets, input and support service markets;

and the environment in which they operate, which may include socio-cultural, geographic and

political factors, infrastructure and institutions.

Market systems - Influenced By

▪ Other actors‘ decisions

▪ Rules

▪ Incentives

▪ The physical environment

Market System - Composed of

Vertically and horizontally linked firms and the relationships and embedded linkages

between

▪ End markets

▪ Input

▪ Support service markets

▪ Environment

Market System - Include

▪ Socio-cultural factors

▪ Geographic factors

▪ Political factors

▪ Infrastructure and institutional factors

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Session 5:The Market system development and Use of ICT

Learning Objectives: To understand the Market system development

To understand Making Market Works for Poor (M4P) approach

To understandCharacteristics of Market System Development and M4P Approach

To understand advantages and Disadvantages of Market Development Approach

To understand Conventional Approach VS M4P approach

To understand ICT, Marketing and ICT in Marketing

To understand the use of ICT in Marketing

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective1To understandthe Market system development

Activity: Understand the Market system development

Demonstrates the pictures to understand the Market system development

Pictures:

Ask participants to talk about the pictures/scene. Discuss about the Market system

development

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Messages The market development approach refers to utilizing private sector service providers to reach

the target small-holder with affordable technologies and services which will increase their

productivity and incomes.

Private sector service provider:

Partex for Board supplier, Technology provider & Design

Learning objective2Tounderstandthe Making Market Works for Poor (M4P)

approach

Activity: Understand the Making Market Works for Poor (M4P) approach

Demonstrates the pictures to understand the Making Market Works for Poor

(M4P) approach

Pictures:

Ask participants to talk about the pictures/scene. Discuss about the Making Market

Works for Poor (M4P) approach

Messages The ‘Making Markets Work for the Poor’ (M4P) approach seeks to make markets work

more effectively, sustainably and beneficially for poor people.

▪ It requires that development agencies and other external actors play a facilitation role

in the market system that is temporary and catalytic.

▪ M4P proposes that by addressing the underlying causes of weak market performance,

interventions can leverage the power of markets to bring about large-scale change.

Learning objective3Tounderstand the Characteristics of Market System

Development and M4P Approach

Activity: Understand theCharacteristics of Market System Development and M4P

Approach

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Demonstrates the pictures to understand the Characteristics of Market System

Development and M4P Approach

Pictures:

Ask participants to talk about the pictures/scene. Discuss about the Characteristics of

Market System Development and M4P Approach

Messages ▪ It provides guidance on understanding the poor in market systems (analysis) and how

to bring about effective change (action).

▪ It has a focus on developing market systems, by addressing underlying causes (rather

than symptoms) of weak performance.

▪ It has an ambition to unleash large-scale and systemic change.

▪ Sustainability is a prime concern of Market System Development and M4P Approach.

▪ A commitment to sustainability. This means considering not just the existing

alignment of market functions and players but how they can work more effectively in

the future, based on the incentives and capacities of players to play different roles.

▪ A facilitating role for external agencies; seeking to catalyze others in the market

system (while not becoming part of it themselves).

▪ A means to complement and strengthen established development methodologies

Learning objective4Tounderstand the advantages and Disadvantages of Market

Development Approach Activity: Understand theadvantages and Disadvantages of Market Development

Approach

▪ Ask participants to talk about the advantages and Disadvantages of Market Development

Approach. Discuss about the advantages and Disadvantages of Market Development

Approach

Messages

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Advantages

Tighter framing of objectives and budget Permits stronger facilitator ownership; allows

local players to be brought into assessment

process

Ensures consistency with wider funder or

government country strategy

Intelligence and insight is vital for intervention

so facilitators must have a role in assessment

Clearer guidance to bidders Reduces time delay between analysis and

action

Disadvantages

Separates analysis from intervention; time

elapsed between getting information and

taking action

Less specific planning and budgeting

Detailed planning creates unrealistic rigidity More time-consuming to ensure accountability

Tight specification to bidders encourages

overly-narrow response (e.g. skills and

solutions)

Donors become distant from ―what‗s going

on‖

Learning objective5Tounderstand the Conventional Approach VS M4P approach

Activity: Understand theConventional Approach VS M4P approach

▪ Ask participants to talk about the Conventional Approach VS M4P approach. Discuss about

the Conventional Approach VS M4P approach

Messages

Conventional approach

What problems do farmers and enterprises have?

How can I solve their problems?

Market System Development Approach

What problems do targeted beneficiaries and enterprises have?

Why isn‘t the market automatically providing solutions to these problems?

How can we intervene to support the market to provide solutions now and in the future?

Learning Objectives: To understand ICT, Marketing and ICT in Marketing

To understand the use of ICT in Marketing

Preparation

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Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minute

Learning objective1TounderstandICT, Marketing and ICT in Marketing

Activity: understand ICT, Marketing and ICT in Marketing

Ask the participants about ICT, Marketing and ICT in Marketing and discuss onICT,

Marketing and ICT in Marketing

Messages ICT (information and communications technology - or technologies) is an umbrella term

that includes any communication device or application, encompassing: radio, television,

cellular phones, computer and network hardware and software, satellite systems and so on, as

well as the various services and applications associated with them, such as videoconferencing

and distance learning. ICTs are often spoken of in a particular context, such as ICTs in

education, health care, or libraries.

Marketing: - Marketing is a method of communication the value of a product or service to

customers; for the purpose of selling that product and service.

ICT in Marketing: ICT use in marketing makes the company/producer more

innovative, as it perceives that its usage breaks down barriers to innovation and speeds

up processes that in turn become more efficient. Also increasing ICT use in marketing

encourages company predisposition to collaborate with and integrate particular agents

within the business environment in the development of the innovation process,

improving the degree of adaptation of the new product to market demands.

Learning objective2Tounderstand the use of ICT in Marketing

Activity: understand the use of ICT in Marketing

Ask the participants about the use of ICT in Marketing and discuss onthe use of ICT in

Marketing

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Messages Uses of ICT in Marketing

Online Advertising:Internet advertising whose goal it is to drive customers to your website

or location(s), or to make a call regarding your products or services.

While online advertising is a proven way to target and reach audiences with concise

messaging, myriad options make it tough to know which avenue(s) will be most effective for

a business. The major online advertising options (described below) offer enough variety so

businesses of any size, type, and budgetary constraints can conduct an ad campaign that suits

their needs. Online advertising affords certain benefits that business marketers can leverage:

Advertise only to those in the target audiences, with easily-customizable, specific

messaging, since ―online‖ is where customers are

Track effectiveness via metrics demonstrating an ad‘s impact on traffic to the website or

other measures, then modify in real-time as needed

Businesses of any size and type can participate – e-commerce business (sells only online);

local/regional service or product business (for customers in a specific location, i.e., retail

stores, restaurants, physicians, etc.); non-geographic services (not limited by location, such

as consulting or IT support)

Online advertising is much more fluid and dynamic than simple print ads. Online ads can

and should be precise in who they target, going only to viewers based on location, age,

interests, or other demographics relevant to the business. Most businesses structure and pay

for online ads in one of two ways: pay-per-click advertising or fixed rate advertising.

Pay-per-click (PPC) is paying for an ad based solely on the amount of clicks it gets. A

business can post multiple versions of the same ad and quickly see which gets the most

clicks and make changes as needed. This is effective for those with a strict budget, as

spending limits can be preset.

Fixed Rate is when businesses pay a set price for ads up front, and is used often on content-

focused sites where the target audience is likely already there.

In both cases, the ‗click‘ goes to the business‘s homepage or a content-specific landing

page.

Types of Online Ads Google Adwords > these ads appear on Google search result pages, on the side, for

businesses pertaining to the search criteria and accounting for the demographic parameters.

These are usually PPC ads and are effective for campaigns based on specific keywords.

Search Ads > these are similar to Google Adwords, except these ads appear as search

results (usually top results) instead of on the side. This example shows how ads appear ahead

of organic search results for search criteria of ―buy a PC‖.

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Google Display and Content Networks > Also similar to Google Adwords, these ads go on

sites related to your business. You can use both text and images, and they let

you remarket your site to past visitors.

Display Ads > these are classic ads, such as banner ads, that are distributed to several

different related websites. Instead of waiting for users to search certain terms, they

automatically appear on sites where users who may be interested likely visit. This example

shows a regional newspaper‘s website with display ads for local businesses on the top and

right.

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Social Media Ads > These are paid ads on social media sites such as Face book and Twitter.

These can be bought and sent to users based on data the sites collect and are especially

effective if your business already has a strong social media presence.

Business Directories > Sites like Yelp are built around helping people find new businesses,

and are now necessities for reaching curious customers. Many businesses make premium

accounts so they appear higher on searches in the site, and can highlight good reviews.

Yahoo Bing Ads > Similar to Google Adwords and Google Display ads, except they‘re on

the Yahoo Bing network, which may be where more of your customers are. Google Adword

campaigns can even be imported here to save time.

Something else to keep in mind is the process of remarketing to or retargeting people who

have visited a site but didn‘t become a buyer. It‘s the process of tagging key phrases on your

website and placing a cookie in the user‘s browser history, so after the user leaves your site,

your ads will appear on other sites they visit, as a reminder about your products or services.

Email Marketing:Email marketing is one of the most cost-effective marketing tools. It is

easy to manage, gives you full control and allows you to establish direct contact with your

customers.Email marketing is the method of sending a commercial message to a desired

person, or set of people, via email. This usually includes any email communication sent to an

existing or potential customer.

The Major Benefits of Email Marketing When done successfully, email marketing can lead to a number of benefits:

Increase Brand Awareness: Every time you send an email, day or night, you‘re exposing

your business and brand to consumers everywhere. By utilizing targeted content, strategic

planning, and a smart design, your business and brand‘s value will increase. In doing so, you

stay better connected with your audience. Increased brand awareness means that when a

customer needs a product or service, they‘ll be more likely to look to you, thus turning leads

into clients, and clients in loyal customers.

More Cost Efficient: Arguably the most attractive benefit of email marketing is the return on

investment. Compared to social media, email is one of the most affordable marketing

strategies available, with costs that are much less significant than any other marketing

channel.

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Track User Engagement: Thanks to the advanced software on the market today, drawing on

data to determine what‘s successful, and what‘s never been easier. Tracking how many

people open an email, click a link in an email, or even identifying if your email made it to

right inbox are a few of the capabilities email marketing solutions can offer.

Create Highly Personalized Content: Email marketing can outperform competing

marketing channels through the power of personalized experiences. With email marketing,

you can tailor specific ads for greater conversion rates, create and send personalized

messages to people with particular needs, and target social media ads for pre-determined

audiences. Email marketing allows you to send personalized messages or ads based on

previous sales and purchases that have a greater chance of conversion. Email marketing lets

you speak with your customers in a very intimate and personalized way that would not be

possible though other marketing channels.

Common Challenges of Email Marketing

Email marketing is great, but no marketing strategy is without its flaws. Let‘s look at a few of

the challenges that surround email marketing:

Improving Email Deliverability: The challenge of email deliverability can be tough, as you

need to be constantly acquiring and updating accurate information for available contacts.

Deliverability rates are determined by the ratio of emails you have sent versus the number of

emails that actually make it to the inbox of your intended recipient. It‘s frequently assumed

that an email sent will automatically make into the recipient‘s inbox, but this not the case, as

many emails are filtered and will go unread.

Retaining Subscribers: Marketers who have trouble adding and retaining subscribers

sometimes turn to buying email lists in hopes that they‘ll convert potential consumers by

sending unsolicited messages (spam) to people who have no interest or affiliation with their

company or product. This is not a good practice to follow, as it‘s highly unlikely any of these

people will respond, and/or messages may be marked as spam.

Mobile-Friendly Emails: Nowadays, the majority of consumers check their email from their

smart phones or tablets, meaning businesses need to strongly emphasize mobile-friendly

emails. If your email isn‘t mobile friendly, you force consumers into scrolling left and right

to read the whole email, or even worse, cutting of part of the message so it‘ll fit on the screen.

Undersized text and images will likewise ruin readability.

Growing an Email List:The Marketers are pushed for time, and planning to implement a

successful email marketing campaignis a really struggle. In many cases, businesses and

marketers alike are wearing multiple hats. Along with managing schedules, contacts, and

employees, they also have to build an email list, segment contacts, and create personalized

tailored emails, all while tracking metrics. It‘s quite the challenge.

Measuring ROI: With regards to email, it‘s fairly easy to measure the size of a list, or

opened and click-through rates. However, measuring the actual ROI of an email is a bit

trickier, especially if you‘re not driving consumers to an online conversion metric or sale. If

you are unaware of how your email marketing campaigns are impacting your sales process,

you‘ll never truly know if your email marketing efforts are effectively driving conversions.

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Best Practices for Successful Email Marketing

Creating a successful email marketing strategy is no easy feat, but there are certain

considerations that come into play. Here are some best practices to keep in mind:

Write a Good Subject Line: Crafting a strong and solid subject line is essential, as they

directly impact both email deliverability and open rates. Poor subject lines will be ignored by

recipients, and also lead to your email being marked as spam, or even blocked. However, a

good subject line will ensure your message will reach your intended recipient, thus improving

your open rates.

Create Multipart Messages: When sending multipart messages, it‘s important that both

HTML and text versions are sent simultaneously, as spam filters expect it. Some email clients

don‘t recognize HTML, some people simply prefer plain text emails and it guarantees that all

recipients can read your emails. The Emarsys email marketing software ensures that a text

version is automatically generated and sent for template-based email campaigns.

Size Matters: Look to find that email content sweet spot. Too much content will

significantly slow down the load time launch of your campaign, in turn negatively impacting

your deliverability. Unfortunately, there‘s no one-size-fits-all solution available, as it‘s

difficult to measure any CMS, and deliverability is strongly influenced by reputation. Pro

Tip: Aim for less than 300KB for the best deliverability rates.

Be Patient with Deliverability Issues: Deliverability issues happen all the time. Whether it‘s

emails being sent to spam folders, extensive engagement issues, or contacts complaining

about unwanted emails, there always appears to be some sort of potential challenge. The best

way to fix these issues is to remember that significant improvement won‘t happen overnight.

Rome wasn‘t built in a day, and even though you‘ve emphasized fixing these issues, it will

likely take time before you see noticeable results.

Social Media Marketing: or SMM, is a form of internet marketing that involves creating

and sharing content on social media networks in order to achieve your marketing and

branding goals. Social media marketing includes activities like posting text and image

updates, videos, and and other content that drives audience engagement, as well as paid social

media advertising. Great marketing on social media like Face book, Twitter, Instagram, and

Pinterestcan bring remarkable success to your business, creating devoted brand advocates and

even driving leads and sales.

Using Face book for Social Media Marketing Face book‘s casual, friendly environment requires an active social media marketing strategy.

Start by creating a Face book Business Fan Page. You will want to pay careful attention to

layout, as the visual component is a key aspect of the Face book experience. Face book is a

place people go to relax and chat with friends, so keep your tone light and friendly. And

remember, organic reach on Face book can be extremely limited, so consider a cost-effective

Face book ad strategy, which can have a big impact on your organic Face book presence as

well!

Using Google+ for Social Media Marketing Google+ entered the scene as a Face book competitor, but it now serves a more niche

audience. It won't work for everybody, but some communities are very active on Google+.

On Google+ you can upload and share photos, videos, links, and view all your +1s. Also take

advantage of Google+ circles, which allow you to segment your followers into smaller

groups, enabling you to share information with some followers while barring others. For

example, you might try creating a ―super-fan‖ circle, and share special discounts and

44 | P a g e

exclusive offers only with that group. You can also try hosting video conferences with

Hangouts and experiment using the Hangout feature in some fun, creative ways. Some social

media marketing ideas: if you're a salon, host a how-to session on how to braid your hair. If

you own a local bookstore, try offering author video chats. If you're feeling adventurous,

invite your +1s to your Google+ Community. Google+ Communities will allow you to listen

into your fan's feedback and input, truly putting the social back into social media.

Using P interest for Social Media Marketing P interest is one of the fastest growing social media marketing trends. P interest‘s image-

centered platform is ideal for retail, but anyone can benefit from using P interest for social

media purposes or sales-driving ads. P interest allows businesses to showcase their product

offerings while also developing brand personality with eye-catching, unique pin boards.

When developing your P interest strategy, remember that the social network's primary

audience is female. If that's your demographic, you need a presence on P interest!

Using Twitter for Social Media Marketing

Twitter is the social media marketing tool that lets you broadcast your updates across the

web. Follow tweeters in your industry or related fields, and you should gain a steady stream

of followers in return. Mix up your official tweets about specials, discounts, and news with

fun, brand-building tweets. Be sure to retwitt when a customer has something nice to say

about you, and don‘t forget to answer people‘s questions when possible. Using Twitter as a

social media marketing tool revolves around dialog and communication, so be sure to interact

as much as possible to nurture and build your following.

Using LinkedIn for Social Media Marketing LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a

great venue for entering into a professional dialog with people in similar industries and

provides a place to share content with like-minded individuals. It's also great for posting jobs

and general employee networking. Encourage customers or clients to give your business a

recommendation on your LinkedIn profile. Recommendations make your business appear

more credible and reliable for new customers. Also browse the Questions section of

LinkedIn; providing answers helps you get established as a thought leader and earns trust.

Using YouTube for Social Media Marketing YouTube is the number one place for creating and sharing video content, and it can also be an

incredibly powerful social media marketing tool. Many businesses try to create video content

with the aim of having their video ―go viral,‖ but in reality those chances are pretty slim.

Instead, focus on creating useful, instructive ―how-to‖ videos. These how-to videos also have

the added benefit of ranking on the video search results of Google, so don't under-estimate

the power of video content!

Target Marketing:

Target market is the end consumer to which the company wants to sell its end products too.

Target marketing involves breaking down the entire market into various segments and

planning marketing strategies accordingly for each segment to increase the market share.

In simple words, not all products can be consumed by all customers and each product has a

different set of consumers who want to purchase the product. In order to attract a particular

segment of the market, the company at times, modifies the product accordingly. Creating the

target market involves conceptualizing the product, understanding the need of the product in

a market, studying its target audience etc. Target marketing would revolve around deploying

marketing techniques for a particular segment of markets which could be key to attract new

customers, expand business opportunities across geographies and expand distribution

network to widen the reach. There are various steps involved in defining the target market.

The first is to understand the problem of a customer whom you are addressing. Once it is

done, the customers can be identified who are interested in that product. For example, you

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make water purifiers – so you address the problem of contaminated water quality. We know

that farm houses do not have a regular water connection and the water they get from

underground is hard. So, there is a wide opportunity for water-purifier makers to enter into

this segment and tap the market. The next step is to understand your customer according to

the region, income level, etc. Always think about the market, know your competition and the

pricing of the product. It will help you in creating a benchmark. There are two important

features, which the company should always consider before it decides to capture a separate

market segment. First is the attractiveness of the segment, which means that it has less

competition, high margin business etc. The second is that it falls in line with the company‘s

objective, vision etc.

SMS Marketing: SMS marketing (short message service marketing) is a technique that uses

permission-based text messaging to spread promotional messages.Short Message Service is a

special communications protocol created for the purpose of sending and receiving text

messages over cellular networks. The SMS message only contains text.

To receive text message specials, new product updates or more information, customers are

usually required to opt in to an automated system by texting an initial short code. When the 5

digit code is texted, that user‘s phone number is then stored by whatever SMS marketing

software is issuing the texts. A confirmation response is usually sent as receipt for opting in,

with an opt-out code included for potential future unsubscribing. Generally speaking, the goal

of SMS marketing is to build a database of subscribers to increase customer loyalty. When

implementing close range marketing tactics, text messages are an ideal way of notifying

people within your vicinity of any immediate offers, without having to use push-notification

applications. More than informing your customers of upcoming deals, it can also be a great

way to send reminders for upcoming events and engage your customers by polling their

opinions. In fact, for at least 60% of consumers, SMS marketing is preferred to other email

marketing and push-notification services. Many delivery platforms allow for easy

segmentation and management, so the most relevant text messages can be sent to those who

are most likely to convert. It‘s also preferable in that it tends to be less expensive when

compared to other methods of distribution, making it a cost effective mobile solution. Keep in

mind that while similar, SMS marketing is not the same as close range marketing. To learn

more about the relationship between SMS and close range marketing, read my brief on the

differences between the two. Furthermore, see how we can help you with your SMS

and mobile marketing needs.

MMS Marketing:MMS marketing is a method of mobile advertising that uses MMS, or

Multimedia Messaging Service, to send enhanced text messages. It‘s the smarter, stronger,

splashier cousin of SMS marketing.Multimedia Messaging Service is an extension of the core

SMS protocol, and it was developed to enable the transmission of multimedia content via text

message.The MMS message includes an embedded image.

With MMS, you can add all kinds of rich media right inside your messages, including

images, gifs, videos, and audio files. Plus, you can write up to 1,600 characters in a single

message. That‘s not possible with SMS, which only allows for regular text and up to 160

characters in the U.S. MMS marketing is also known as photo messaging, video messaging,

and multimedia messaging. But what you call it doesn‘t matter nearly as much as what you

can do with it.

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Let’s take a look at how an SMS message appears compared to an MMS message.

Mobile Marketing: consists of ads that appear on mobile devices, which has grown beyond

just smartphones and tablets. Today, almost everything that we use on a daily basis is

switching to the mobile concept, including cars and smart watches. With all of these

opportunities to reach your target audience in real-time, it would be a shame if you didn‘t use

this effective channel to deliver personalized digital content from your brand or company.

MOBILE MARKETING STRATEGIES

VIDEO ADS

With more and more users watching TV and video on their mobile devices, it is clear

that video ads have become one of the fastest-growing sectors in mobile marketing. Many

businesses are turning to mobile video ads as a way to interact with their target audience,

because it gives you a more authentic voice. Consumers tend to feel more of a personal

connection to brands that share videos, because they find them to be engaging and less-

intrusive than other types of ads. You will notice that a lot of advertisers are using videos

inside of apps and geo-targeting to effectively reach their target audience.

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MOBILE PAY

Consumers continue to jump on the mobile pay bandwagon and use their devices to make

purchases on-the-go. By 2018 it is predicted that 50 percent of consumers will use

smartphones or wearables, like the Apple Watch, to make mobile payments. Payment options

like Google Wallet and Apple Pay, will soon become standard on smartphones. In order to

encourage consumers to use mobile pay, businesses need to advertise special deals and

discounts like coupons and rewards.

MOBILE APPS

With 82 percent of mobile media time spent on apps, many businesses are looking into using

mobile apps to increase customer interaction. With the advantage of using location data,

marketers can target the right audience with the right content. There are many options that

businesses can choose from when it comes to in-app advertising, such as Twitter sponsored

posts, Instagram ads or videos and display ads. The best way to figure out what type of ad

works best is by testing various ad formats and see which one performs the best and why.

TEXT MESSAGING

Although text messaging is not a new technology, it is still a great way for certain businesses

to directly interact with their consumers. For example, doctors can send appointment

reminders or restaurants can send a special promotion that they are offering that night. This

type of content can be specifically tailored to the person who is receiving the text message.

Text messaging provides an immediate and affordable way to connect with consumers.

Blog Marketing: Blog marketing is the process of reaching your home business' target

market through the use of a blog. Initially, business owners had a blog separate from their

websites, but today, you can easily integrate the two to make it easier for you to manage, as

well as easier for visitors to access. Many business owners use a blogging platform, such as

WordPress, for both their site and blog. Further, as blogging has grown in ease and

popularity, many people have created businesses from blogging all on its own (as opposed to

having a business first and then blogging).

How to Do Blog Marketing

Starting a blog and using it to promote your business can be set up within minutes. It's the

ongoing management and marketing that will take time.

1. Make a blog marketing plan. What are you going to share on your blog? News, tips,

resources, etc? Further, how often will you update your blog? Daily, weekly, etc?

2. Create your blog. Decide on your blogging platform, and set it up, including

customization that fits your business. Be sure to use the same logo on your blog as on

your website (if you have a separate website) to retain consistency. If you use a free

blog platform (not recommended for business blogging), have a domain name

pointing to the blog so make it easier for consumers to get to your site.

1. Fill your blog with several posts ASAP. Readers don't like to visit a blog with only

one or two posts. Add ten or more posts quickly, and then go to your regular post

schedule.

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2. Market your blog. It's very easy to integrate social media into your blogs, so that your

blog posts go out to your followers. Include your blog on your marketing materials as

well.

3. Reply to comments. Remember, blogs are social, so people will ask questions,

provide feedback, or share their opinion. Delete spam posts.

4. Use your blog to encourage email signups. This is another great way to keep people

who are interested in your business coming back to your blog, which again, gives

them more opportunity to spend money with you.

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Session 6:What is Value Chain and What is value Chain Development

Learning Objectives: To understand the definition of Value Chain

To understand theDiagrammatic presentation of Value Chain

To understand the implication of value chain development

To understand the sector, sub sector and analysis of sub sector

Preparation Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective1Tounderstand the definition of Value Chain

Activity: Understand thedefinition of Value Chain

Ask participants to talk about the pictures/scene. Discuss about the definition of Value

Chain

Messages

Value chain: The sequence of productive process from the provision of specific inputs for a

particular product to primary production, transformation, marketing and up to final

consumption or

The full range of activities which required to bring a product or service from conception,

production, transformation, marketing and up to final consumption (delivery to the final

consumers). It creates

- Win-win situation among actors

- adding value to products

- Improving relationship between actors

A ‗value chain‘ in describes the range of activities and set of actors that bring product from

production in the field to final consumption, wherein at each stage value is added to the

product.

The production stages entail a combination of physical transformation and the participation of

various producers and services up to product‘s disposal after use.

Value Chains encompass the full range of activities and services of market actors required for

product or service from beginning to end use and beyond. It includes farmers/producers,

processors, input suppliers, exporters, retailers, etc. (both vertical horizontal linkages). It can

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be defined by particular finished product or service (wood furniture, green beans for export,

etc.). A subsector can be defined in the same way as a value chain (earlier definition). Value

chain analysis includes analytical techniques complementary to those traditionally used in

subsector analysis.

VC selection criteria:

Number of MSEs (CBO/HHs involved)

Growth potential & Outreach (concentration areas)

Scope of Job creation (employment of EP, Women)

Benefits & profit of the poor & EP

Scope of ownership of poor & EP

Comparative Advantage

Market Demand (Export potential, Local, Niche market)

Private sector involvement (company, LSP, SPA)

Profitability (Income, Seasonality)

Organization of VC

Infrastructure facility

Environment & Socially Responsible Business (ESRB)

Vertical & horizontal expansion opportunity

Market actors & their linkages

Seasonality

Fig: A diagrammatic presentation of Value Chain

Pre-

Productio

n

Productio

n

Post-

Productio

n

Industrial

Processing

Harv

est

Tillage Operations

Direct Sales

Food and Product preservation

Market Manufacturers

Food and Product Packaging

Agro Inputs; seeds, Fertilizer

Transportation

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Price 25BDT/L Farm 40BDT/L

collection

/chilling

45BDT/L

Transport

75BDT/L

Factory

80BDT/L Retail 95BDT/L

Consumer

Suppl

y

Costs Labor

Land

Feed

Equipment

Cow Shed

Animal Care

Testing

Chilling Tank

Building

Electricity

Labor

Vehicle

Fuel

Repair

Driver

Machines

Buildings

Electricity

Packaging

Marketin

g

Admin

Shop Rent

Storage

Labor

Advertising

Admin

VAT

Consumerpays

for all costs

added

Traditional supply chain versus value chain:

Traditional supply chain: Supply chain is a connection of all the actors, resources, business

and activities involved in the marketing or distribution through which a product reaches the

end user. It creates a link between the channel partners like input suppliers, producers,

wholesalers, retailers and the consumers. Supply chain is based on operation management

and customer satisfaction.

Value chain: Value chain refers to the range of activities that adds value at every single step

in producing, processing and delivering a quality product to the consumer. Value chain is

based on business management and gaining competitive advantage.

Learning objective2Tounderstand the implication of Value Chain Development

Activity: Understand the implication of Value Chain Development

Demonstrates the pictures to understand the implication ofValue Chain

Development

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Pictures:

Ask participants to talk about the pictures/scene. Discuss about the implication of Value

Chain Development

Messages ▪ Value Chain Development‖ means an improvement of cooperation between

stakeholders of a particular sub sector and the coordination of their activities along

different levels of a value.

▪ Initiative aiming at improving the competitiveness and market integration of a sub

sector chain.

Value Chain Development:It aims to improve (or change) the market systems around

the livelihoods of the poor & extreme poor by making economic opportunities more

Accessible to them.

Importance of value chain development (VCD):

Contribute to planning

Assist farmers in getting market access/market information

Find out strong chain (map) that is beneficial for poor producers

To know the actors‘ relation within the value chain

To know the market dynamics within the value chain

To know the value chain constraints

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To know the value chain opportunities

To design intervention and activities to address the value chain constraints

Value chain development process:

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Session 7:Value Chain Analysis

Learning Objectives: To understand the concept of Value Chain Analysis

Example of value chain

Vegetable /Dairy VC analysis

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective1To understand the concept of Value Chain Analysis

Activity: Understand theconcept of Value Chain Analysis

Demonstrates the pictures to understand the concept ofValue Chain Analysis

Pictures:

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Seed-125 BDT/Decimal

Irrigation-500BDT/Decim

al

Loan Interest-100 BDT/Decimal

Marketing-

500BDT/Decimal Production Expense-

1000 BDT/Decimal

Harvesting-500 BDT/Decimal

Labour-1500 BDT/Decimal

Land-2000 BDT/Decimal

Ask participants to talk about the pictures/scene. Discuss about the Value Chain Analysis

Messages It is an approach that analyzes a production unit or process in a market chain—from input

suppliers to final buyers—and the relationships among them.

Understanding VC is a useful analytical tool that helps understand overall trends of

industrial reorganization and identify change agents and leverage points for policy and

technical interventions.

It breaks the value chain into its constituent parts in order to better understand its

structure and functioning.

It identifies chain actors at each stage and discerning their functions and relationships;

determine the chain governance, or leadership, to facilitate chain formation and

strengthening

It identifies value adding activities in the chain and assign costs and added value to each

of those activities.

It identifies the flow of goods, information and finance through the various stages of the

chain

It evaluates each stage in order to detect problems or identify opportunities to improve the

contribution of specific actors and the overall performance of the chain

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Examples of Value Chain Dairy

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Examples of Value Chain Vegetable

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Session 8:Triggers of Value Chain

Learning Objectives: T understand thefactors affecting VC and Details discussion on different factor of VC

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective1 Tounderstand the factors affecting VC and Details

discussion on different factor of VC

Activity: Understand thefactors affecting VC and Details discussion on different

factor of VC

Demonstrates the pictures to understand the factors affecting VC and Details

discussion on different factor of VC

Pictures:

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Ask participants to talk about the pictures/scene. Discuss about the factors affecting VC

and Details discussion on different factor of VC

Shifting to Modern Design

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Messages 1. System Efficiency System Efficiency describes the way in which a given target is achieved and the costs that are

related to this process are lowered

2. Product Quality If enterprises want to stay in the market, they need to make sure that their products and

services meet continuously changing market requirements and demand conditions.

3. Product Differentiation (Competition) Consumers are always demanding new products. These products often require consistently

high quality, proof of standard processing and marketing channels.

4. Social and Environmental Standards Consumers are increasingly becoming more conscious of social and environmental standards

and are increasingly demanding products that fulfill these requirements

5. Enabling Environment Every value chain and every enterprise operates in a business environment. Business

environment includes immediate environment and wider environment.

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Session 9:Market Map

Learning Objectives: To understand the concept of Market Map

To understand diagrammatic presentation of marketing map. To understand the component wise detail discussion on Market Map

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minutes

Learning objective1Tounderstand the concept of Market Map

Activity: Understand theconcept of Market Map

Demonstrates the pictures to understand the concept of Market Map

Pictures:

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Ask participants to talk about the pictures/scene. Discuss about the concept of Market Map

Messages Market Map concept?

▪ A picture of a market system.

▪ A way to understand and communicate the small-scale producers‘ operating

environment.

▪ Learning objective2Tounderstand the Component wise Market Map

▪ Activity: Understand theComponent wise Market Map

▪ Demonstrates the pictures to understand the Component wise Market Map

Pictures:

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▪ Ask participants to talk about the pictures/scene.

Discuss about the Component wise Market Map

Messages Component One: Core Market

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WHAT: A chain of market actors and their linkages is core market.

Picture of the flow of income to the producer, NOT the movement of the product

WHO:

• Small and large-scale producers

• Input suppliers

• Traders

• Processors

• Transporters

• Wholesalers

• Retailers

Component Two: Service Providers

WHAT:

Context-specific support services that enable the Core Market to function

WHO:

• Input suppliers (e.g., seeds, livestock, fertilizers, pesticides)

• Financial services (e.g., credit, savings, insurance)

• Transportation (e.g., deliveries, cold chains)

Component Three: Enabling Environment

WHAT:

Powers and interests/incentives,that shapes the market system, usually beyond the control of

the Market Actors.

• Market demand (e.g., production volumes, prices, quality)

• Changes infrastructure, technology and transport

• Land registration

• Business licensing

• Product standards and quality assurance

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Session 10:Market Map Exercise

Learning Objectives: To exercise the Market Map (Mapping market relationship and Mapping business

services)

Materials Markers, tape/sticky putty, vip card, brown paper

Flip chart

White board

Duration60 minutes

Learning objective1Toexercise the Market Map

Activity: Exercise theMarket Map

Demonstrates the pictures and exercisethe Market Map by the participants (Group

work)

Pictures:

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Ask participants to talk about the pictures/scene. Present the group work and discuss about

theproduced Market Map

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Session 11:Market Constraint analysis

Learning Objectives: To understand the Market constraints analysis

To identify andmake a list of the constraints

To identify and make a list of the underlying causes and solution of the constraints

Preparation

Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration2hrs and 15minutes

Learning objective1Tounderstand the Market constraints analysis

Activity: Understand theMarket constraints analysis

Ask participants to talk about the Market constraints analysis. Discuss about the Market

constraints analysis

Messages

The problem/constraints analysis seeks to define the issues which are currently affecting the performance of the market system being investigated.

• Constraints should be relevant (directly or indirectly) to the particular actors which the project or action seeks to support, for example potato producers in a remote location or local female product vendors.

• Constraints are the direct issues which the actors in the market have to contend with and can be identified through triangulation of information in field investigation.

• Constraints can exist in the core market (the movement of the good or product), or in either the supporting functions (services) or enabling environment which affect the core market system.

Learning objective2To identify and make a list of the constraints

Activity: Identify and make a list of constraints by the participants (group exercise)

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Picture:

Present and discuss the list of constraints by the participants

Messages

Goal:

To identifyand make a list of different market constraints at beneficiary and system level for selected IGAs.

Instructions:

• Constraints can be both at the beneficiary level (Internal Factors) as well as the system level (External Factors). To understand constraints, both the producers as well as the other market actors need to be interviewed. Constraints should be covered in the following template T 3.1 for each IGA under each Upazilla separately. There are filled in information for the template that should guide the participants on the type of information that needs to be collected.

Constraints Analysis

Name of IGA:

Area Internal (weaknesses) External (constraints)

Access to Market

Access to Information

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Infrastructure

Policy/Advocacy

Quality input supply

Management & Organization

Technology/ Product Development/ Production

Access to Finance

Others

Learning objective3To identify and make a list of the underlying causes and

solution of the constraints

Activity: Identify and make a list ofunderlying causes and solution of the

constraints by the participants (group exercise)

Present and discuss the list of underlying causes and solution of the constraintsby the

participants

Messages

Goal:

To identify root causes of market constraints

Instructions:

• To understand the ‗Underlying Causes‘, it is necessary to examine the issues more closely and ‗dig deeper‘ to understand the root causes of the Constraints, this is the ‗why?‘ question which be asked constantly throughout field investigation.

• The underlying causes must be deduced through analysis of verified and triangulated information from the field. It is important to try to ‗project back‘ until the root cause of the problem is identified – this can be at least two or more levels in analysis of the problems. Underlying causes can also be understood as the weakness in the supporting functions (service market systems) and the enabling environment.

Generally, most of the underlying causes of the problem in the core market system lie in the supporting function and/or the enabling environment.

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Identifying Underlying Causes

Name of IGA:

Area Constraints Underlying Causes

Who is/are affected (Target)

Potential facilitation/ Business Services

Existing Providers of Services

How to address the constraints?

Access to Market

Access to Information

Infrastructure

Policy/

Advocacy

Quality input supply

Management & Organization

Technology/ Product Development/ Production

Access to Finance

Others

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Session 12:Potential Partner Identifying Matrix

Learning Objectives: To understandpotential partner identifying matrix

Practical example of potential value chains and exercise

Preparation Read the session carefully

Prepare all necessary multimedia presentation

worksheets

Materials Multimedia Projector with stand, markers, tape/sticky putty

Copies of worksheets

Flip chart

Duration60 minute

Learning objective1Tounderstand the potential partner identifying matrix

Activity: Understand thepotential partner identifying matrix (Group exercise)

Ask participants to talk about the potential partner identifying matrix. Discuss about

potential partner identifying matrix.

Messages

Will and Skill Matrix

Implementation of activities is done by partner with market actors that have will and skill to invest and maintain interventions independently without program support. Will and Skill tools can be used to assess, identify and select potential partners (market actors)

What is the willingness and ability of a partner to take up a particular innovation or behaviour change?

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Potential Partner

High

Skill

Low Will High

Understand the market actor‘s mindset, behaviors‘, gaps, opportunities, and more!

Learning objective2To understand the Practical example of potential value chains

and exercise

Activity: Understand thePractical example of potential value chains and exercise

Ask participants to talk about the Practical example of potential value chains and exercise

. Discuss about the Practical example of potential value chains and exercise

Messages Sector: Agriculture, Fisheries, Livestock etc.

Example of potential value chain: field crops, fruit, flower, vegetable, cattle (meat &

dairy), poultry (meat & egg), duck (meat & egg), fish

Identification of area specific potential s through attractiveness matrix:

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High Furniture Fishery Dairy

Medium Green

Beans

Ve

get

abl

es

Low Sugarcane Handicraft Species

Low Medium High

Session 13:Open Question and Answer

Session 14:Course Evaluation

Examination conduct

Po

ten

tial

to

incr

ease

inco

me

Potential no. of benefiting producers’ group members

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Annexure I

Bangladesh Agricultural Extension Network

Web:baenbd.net

Schedule of training program Day Time Title Contents

1st

Day

9:00-9:30 am Registration

9:30-10:30 am Inaugural

session Introduction to The Course, Pre Test

10.30-10.50am Tea Break

10:55-11:55

am

Market Concept of market, types of market, characteristics

of efficient and inefficient market

12.00-01.00pm The market

actors Concept of market actors, roles of market actors,

input suppliers, output buyers and service providers

1.00- 2.00 pm Lunch & Pray

2:00- 3:00 pm Market system Concept of marketing system

Factors of marketing system

Composition of marketing system

3.00-3.15 pm Tea Break

3.15-5.00 pm The market

system

development &

use of ICT in

marketing

The market system development

Advantage and disadvantage of market system

development approach

M4P approach

Conventional approach Vs M4P approach

Use of ICT in marketing

5.00-5.10 pm Participant‘s

feed back Sharing feelings with given sticker

2nd

Day

9:00-9:30 am Recap of 1st day

9:30-10:30 am What is value

chain? What is

Value chain

development?

Definition of VC Diagrammatic presentation of VC

Implication of VC development

Analysis of sector and sub-sector

10.30-10.50 am Tea Break

10:55-11:55

am

Value chain

analysis Concept of VC analysis

Example of value chain Vegetable /Dairy VC analysis

12.00-01.00pm Triggers of

Value Chain Factors affecting VC

Details discussion on different factor of VC

1.00- 2.00 pm Lunch & Pray

2:00- 3:00 pm Market map Concept on market map

Diagrammatic presentation of market map.

Component wise detail discussion on market map.

3.00-3.15 pm Tea Break

3.15-4.15 pm Market map Concept on market map

Diagrammatic presentation of market map.

Component wise detail discussion on market map.

4.15-5.00 pm Market map Concept on market map

Diagrammatic presentation of market map.

Component wise detail discussion on market map.

5.10-5.20 pm Participant‘s Sharing feelings with given sticker

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feed back

3rd

day

9:30-10:00 am Recap of 2nd

day

10:00-

11:00 am

Market map

exercise Market map exercise (Mapping market relationship

and Mapping business services)

11.00-11.20 am Tea Break

11:15-

01:15 pm

Market

constraints

analysis

Market constraints analysis

Make a list of constraints, identifying underlying

causes of constraints andsolution of the constraints

1.15- 2.15pm Lunch & Pray

2:15- 3:15 pm Potential partner

identifying

matrix

Potential partner identifying matrix

Practical example of potential value chains and

exercise

3.15-4.00 pm Evaluation Post evaluation & Training evaluation

4.00-4.15 pm Tea Break

4.20-4.50 pm Closing & Certificate distribution

4.50-5.00 pm Participant‘s

feed back

Sharing feelings with given sticker

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Annexure II

Feedback Form for assessing the effectiveness of training

Name of the trainee:

Designation:

Address:

Please make your opinion on the following issues:

1. Mention your opinion on the content of the training course.

Please tick mark in right box

Excellent good fair poor Very

poor

2. Mention the topics which were very relevant to the training course.

Please tick mark in right box

1.Market concept

2.Market actors

3.Market system

4.Market system development and M4P approach

5.Value chainand Value chain development

6.Value chain analysis

7.Triggers of value chain development

8.Marketing Map

9.Marketing map exercise

10.Market constraints

11.Market services and inputs

12.Mapping service provider

13.Identifying Training Service Providers

14.Use of ICT in Marketing

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3. Mention the topics which were unnecessary for the training course. Please tick mark

in right box

1.Market concept

2.Market actors

3.Market system

4.Market system development and M4P approach

5.Value chainand Value chain development

6.Value chain analysis

7.Triggers of value chain development

8.Marketing Map

9.Marketing map exercise

10.Market constraints

11.Market services and inputs

12.Mapping service provider

13.Identifying Training Service Providers

14.Use of ICT in Marketing

4. Mention the topics you like most. Please tick mark in right box

1.Market concept

2.Market actors

3.Market system

4.Market system development and M4P approach

5.Value chainand Value chain development

6.Value chain analysis

7.Triggers of value chain development

8.Marketing Map

9.Marketing map exercise

10.Market constraints

11.Market services and inputs

12.Mapping service provider

13.Identifying Training Service Providers

14.Use of ICT in Marketing

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5. Mention the topics you don’t like. Please tick mark in right box

1.Market concept

2.Market actors

3.Market system

4.Market system development and M4P approach

5.Value chainand Value chain development

6.Value chain analysis

7.Triggers of value chain development

8.Marketing Map

9.Marketing map exercise

10.Market constraints

11.Market services and inputs

12.Mapping service provider

13.Identifying Training Service Providers

14.Use of ICT in Marketing

6. Mention the topics which are to be included in the training course.

a)

b)

c)

d)

e)

7. Mention about the duration of the training. Please tick mark in right box

Appropriate To be

increased

To be

decreased

Duration

may be

........ days

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8. Mention your opinion about the trainers of the training by putting (√) tick mark in

the appropriate column.

Sl.

No.

Name of the trainers Degree of fitness of the trainers

Excellent Good Moderate Poor Very

poor

1.

2.

3.

4.

5.

6.

7.

9. Mention your opinion about the facilities of the training by putting (√) tick mark in

the appropriate column.

Sl.

No.

Items of facilities Degree of facilities of the training

Excellent Good Moderate Poor Very

poor

1. TA, DA & Honorarium

2. Food & lodging

3. Use of training materials

4. Environment of the training place

5. Others (Specify .............................)

6. Overall

10. Please mention your overall recommendation to improve the quality of the training.

a)

b)

c)

d)

e)

Signature of Trainee with date