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TRANSCRIPT
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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
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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