Marketing GATE seeds to and through Agrovets in Banke and Bardiya regions of Nepal : Seed Marketing in Nepal
Sen, Ashesh (2013)
Sen, Ashesh
Arcada - Nylands svenska yrkeshögskola
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304114266
https://urn.fi/URN:NBN:fi:amk-201304114266
Tiivistelmä
Global Agritech Nepal Limited (GATE) is a seed producing company founded in year 2010 with the vision of ensuring continuous supply of high quality seeds for general farmers in Nepal. The company market segment consists of farmers, non-profitable or-ganizations and Agrovets - who are small or large retail and wholesale stores selling agri-cultural products to general farmers. Majority of the company sales are through agrovets. However, the company being relatively new to the market was facing difficulties in nego-tiating with the agrovets. The purpose of this study was to find answers to the two re-search questions: how to help agrovets sell company seeds to the general farmers, and how can the company sustain a profitable relationship with the agrovets. The author felt motivated to undertake this study, because he hopes to do business in Nepal in the near future, and therefore, saw this study as an opportunity to gain experiences in doing busi-ness in Nepal. This study begins with a brief introduction, followed by literature review covering both agricultural and marketing literatures. Then the study discusses the research methodology, and findings from the survey, unstructured interviews and observations. After that, in the discussions, the findings are discussed with the relevant marketing literatures from which the recommendations based on the research questions are made. In relation to helping the agrovets sell to general farmers
• Seed quality and packaging should not be compromised.
• Packaging should be semi-transparent and modified to suit the local context.
• Production should be based on actual demand.
In relation to sustaining a long term profitable relationship with agrovets
• Company return back policy; warranty policy; pricing and collection policy and terms and conditions for both company sales and purchase should be revised.
• Furthermore, innovative solutions based on the understanding of agrovet business should be taken into account while revising them.
• Preferred target segment among agrovets would be the retailers.
• Seed quality and packaging should not be compromised.
• Packaging should be semi-transparent and modified to suit the local context.
• Production should be based on actual demand.
In relation to sustaining a long term profitable relationship with agrovets
• Company return back policy; warranty policy; pricing and collection policy and terms and conditions for both company sales and purchase should be revised.
• Furthermore, innovative solutions based on the understanding of agrovet business should be taken into account while revising them.
• Preferred target segment among agrovets would be the retailers.