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Strategic Marketing Problems in the Uganda Maize Seed Industry

Author

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  • Larson, Donald W.
  • Mbowa, Swaibu

Abstract

Strategic marketing issues and challenges face maize seed marketing firms as farmers increasingly adopt hybrid varieties in a modernizing third world country such as Uganda. The maize seed industry of Uganda has changed dramatically from a government owned, controlled, and operated industry to a competitive market oriented industry with substantial private firm investment and participation. The new maize seed industry is young, dynamic, growing and very competitive. The small maize seed market is already crowded with six firms and the possibility of new entrants including more foreign firms. Maize seed firms must develop a marketing plan (marketing strategy and the 4Ps of product, price, place, and promotion) to analyze what each firm can do to improve customer satisfaction and strengthen its competitive position in the market.

Suggested Citation

  • Larson, Donald W. & Mbowa, Swaibu, 2004. "Strategic Marketing Problems in the Uganda Maize Seed Industry," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 7(4), pages 1-8.
    • Handle: RePEc:ags:ifaamr:8126
    DOI: 10.22004/ag.econ.8126
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    Cited by:

    1. Fredrick Bagamba & Proscovia R. Ntakyo & Geoffrey Otim & David J. Spielman & Bjorn Van Campenhout, 2023. "Policy and performance in Uganda's seed sector: Opportunities and challenges," Development Policy Review, Overseas Development Institute, vol. 41(3), May.
    2. Tusiime, Sharon M. & Nonneck, Gail R. & Jensen, Helen H., 2020. "Tomato seed value chain analysis and seed conditioning among seed companies in Uganda," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(4), June.
    3. Liu, Zhen & Kemp, Ron G.M. & Jongsma, Maarten A. & Huang, Caicheng & Dons, J.J.M. & Omta, S.W.F, 2014. "Key Success Factors of Innovation Projects of Vegetable Breeding Companies in China," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(4), pages 1-28, November.
    4. Erenstein, Olaf & Kassie, Girma Tesfahun, 2018. "Seeding eastern Africa’s maize revolution in the post-structural adjustment era: a review and comparative analysis of the formal maize seed sector," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(1).

    More about this item

    Keywords

    Crop Production/Industries; Marketing;

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