Botswana Meat Company Expands Into Malawi

References: Lee, K., Carter, S (Dr.), (2009), Global Marketing Management. 2ndEd. USA, Oxford University Press. www.africanguide.com (1996 -2011), The African Guide [Internet]. Available from: [http://www.africanguide.com/country/malawi/culture ]. [Accessed on 11/01/2011] www.malawi-invest.net (1991-2011), Malawi Investment Promotion Agency [Internet]. Available from: [http://www.malawi-invest.net]. [Accessed on 23/12/2011] www.bmc.bw (2005-2011), Botswana Meat Company, [Internet]. Available from:[http://www.bmc.bw/history]. [Accessed on 15/12/2010] Masina, L., (2009), Rise of new African Star: Malawi’s economic performance continues to astonish. African Business, [Internet]. Available from: [http://findarticles.com/p/article].[Accessed on 14/01/2011] Roman, (2009), Top fastest growing economies in 2009, Financial Jesus, [Internet], 6 January 2009. Available from: [http://www.financialjesus.com/interesting-economies/topfastest growing]. [Accessed on 14/01/2011] www.howwemadeintoafrica.com (2010), Opportunity exist to invest in Malawi’s livestock industry, [Internet]. Available from: [http://www.howwemadeitinafrica.com/businessopportunities-in-malawis-livestock-industry].[Accessed on 12/01/11] www.malwivoice.com (2011), Malawi imports 120 tonnes, [Internet] Available from: http://www.malawivoice.com/business/malawiimports120tonnes [Accessed on 12/01/2011] www.bertelsmann-transformation-index.de (2010), Malawi country report, [Internet]. Available from: [http://www.bertelsmann-tranformation-index.de/bti/Malawi] [Accessed on 12/01/2011] Gondwe, T.N.P., Wollny, C.B.A., Changunda, M.G.G.,Safalaoh, A.C.L., Chilera, F.C., (2006), Community based promotion of rural poultry diversity and utilisation in Malawi [Internet] . [Accessed on 12/01/2011] 10 | P a g e PDP ‘reflection’ on the activity Writing this report took over a month. From the 10th of December 2010 to 15th January 2010, I was busy collecting and compiling information. My main source was the internet. I also went through some newspapers, books and a few interviews. I also used a book by K. Lee and Dr. Carter 2nd edition, Global Marketing Management for explanation of terms. Writing a marketing proposal to the BMC board of directors as an assignment has given me a great deal of skills. I have learned that a good market strategy entails a lot of information gathering and analysis. A market researcher needs to obtain detailed data of the potential market to establish its attractiveness and a fit between the market and the investing firm’s objectives, resources and capabilities. The market attractiveness can be considered through the following perspectives:  Size of the market, estimated growth rate of the market, competition, b rand loyalty of existing customers, market share, expected profit margins Meeting the objectives, resources and capabilities of the investing firm, the following are considered:  Access to distribution channels, capital investment and e thical and social responsibilities When preparing this report, I began by going through BMC objectives and strategic plan for the five years. The plans included intensifying sales into the region. This would be cheaper and would increase market share. I then went on to explore three (3) countries in Southern Africa, Angola, Zimbabwe and Malawi. Malawi was chosen owing to its versatility and growth potential in the short and long term. I then began to search information on Malawi through the internet. This included the history, economy, and culture and livestock industry. I also travelled to Malawi for a week from December 30, 2010. I did not get much information but was advised to search through the Malawi Investment Promotion Agency (MIPA) website. Given another opportunity to do this market proposal, I would improve it in the area Consumer behaviour of customers and competition existing. These are the areas I did not get information I needed. I would do more in the market segment analysis to get the needed demand on the product offering of the BMC. As an employee of the BMC, I would not have a problem availing this report to management for consideration and implementation as part of the strategic plan. Fine details, further opportunity analysis, sources of finance and possible training requirements would need to be collected. 11 | P a g e