Challenges Facing Handicraft Businesses in Implementing Promotion Strategies for Their Products

Makyao, Rose Ignas (2013) Challenges Facing Handicraft Businesses in Implementing Promotion Strategies for Their Products. Masters thesis, The Open University of Tanzania.

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Abstract

The main objective of this study was to examine challenges faced by handicraft businesses in implementing product promotion strategies. It was specifically focused on strategies, effectiveness of the strategies and the challenges in implementing the promotion strategy. Descriptive approach was adopted that enabled researcher to apply various methods of data collection and analysis where questionnaires were used for data collection while tabulation and graphs were put into use for data analysis. Data were gathered at Makonde Handicraft Village which is located at Mwenge area, along Sam Nujoma road and Tingatinga Arts Cooperative Society, Oysterbay. The major findings showed that personal selling is the effective strategy and the other promotion strategies like newspapers, radio, billboards, television, magazine, public relations, email and internet use, personal selling and trade fairs are not commonly applicable. Government negligence, exploitation, lack of training, lack of financial support, lack of promotion assistance from stakeholders, tax related complaints, expensive working tools, inability to engage with ICT and lack of ownership to the working places were the most critical challenges facing these businesses. Other striking results include the finding that the handcraft sector is dominated by owners/operators with low education level and is also attracting extremely few youngsters, a threat to its future sustainability. The study recommends that the Government through its relevant ministries, departments and agencies should come forth with support or policies that would create an environment for all stakeholders, including financial institutions, training institutions, and NGOs, to lend a helping hand in promoting skills development in the area as well as the promotion of handcraft businesses and products.

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