ASSESSING THE EFFICIENCY OF MARKETING COMMUNICATION TOOLS USED BY TANZANIAN HANDCRAFTS FOR ENHANCING EXPORT PERFORMANCE

Mariam Ally Tambwe

Abstract


Tanzania has a wide range of high quality crafts that if properly marketed could do well in the global market. Handcrafts have been using various communication tools to promote their products. It has been noted that these firms have not progressed fast enough in export markets because of inefficient use of marketing communication tools. The main objective of the study was to assess the efficiency of marketing communication tools used by Tanzanian Handcrafts in enhancing export performance. The study approach was a combination of exploratory and descriptive in nature. A sample of 50 Handcrafters was used in the study. The findings of the study show that 16% of the Tanzanian Handcrafts, whose marketing communication was highly efficient had gross sales amounting between 5,000,000 and 10,000,000 USD per year as opposed to those with low efficiency level who earn less than 500,000 USD per year. Also the chi-square test reveals that there is an insignificant relationship between the marketing communication tools used and their efficiency for enhancing Handcrafts’ export performance. Tanzanian Handcrafts are recommended to invest in marketing communications and evaluate the efficiency of the marketing communication programs used in order to enhance their export performance. If Tanzanian Handcrafts want to excel in exporting, they should have a well-prepared (export) marketing plan with Integrated Marketing Communications strategies

Keywords


Marketing Communication Tools, Handicrafts, Marketing Communication Efficiency, Export Performance

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