Organization Marketing Plan of Babban Gona

CED Organization Marketing plan
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Executive Summary
Babban Gona contributes effectively to social change with its expert farmers, consistent development, and expanding job creation. However, the social enterprise faced complications with the threatening influence of the external environment. Therefore, it aims to expand its responsiveness to deal with the poverty, violence, and migrant crises with youth empowerment and agricultural development in the Nigeria and other regions of Africa. In this case, the marketing plan supports the organization in proposing advanced marketing objectives, strategies, marketing mix, and other implementation tactics to influence society.
Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc80382616 \h 2Introduction PAGEREF _Toc80382617 \h 4Company Analysis PAGEREF _Toc80382618 \h 4Market Definition, Potential and Demand PAGEREF _Toc80382619 \h 4Competitor Analysis PAGEREF _Toc80382620 \h 6Customer Analysis PAGEREF _Toc80382621 \h 6SWOT Analysis PAGEREF _Toc80382622 \h 7Marketing Objectives and Goals PAGEREF _Toc80382623 \h 8Marketing Strategy PAGEREF _Toc80382624 \h 8Target Market and Positioning PAGEREF _Toc80382625 \h 9Product and Brand Management PAGEREF _Toc80382626 \h 10Pricing Management PAGEREF _Toc80382627 \h 11Distribution Management PAGEREF _Toc80382628 \h 12Communication Management PAGEREF _Toc80382629 \h 12Implementation and Control PAGEREF _Toc80382630 \h 13Conclusion PAGEREF _Toc80382631 \h 14Reference PAGEREF _Toc80382632 \h 15
CED Organization Marketing Plan
Introduction
For the marketing plan, I have picked Babban Gona, a non-profit organization operating in Nigeria. The organization aims to train, empower, and enhance the potential of small-hold farmers in Nigeria, allowing them to achieve significant growth in their agricultural production. In this way, the organization advances the mission of Community Economic Development (CED) relating to contributions at the social level. I have chosen this organization mainly because it narrowly focuses on the youth and serves as the role model at the global level for how growth and prosperity can be achieved by enabling the youth to level up their skills and potential.
Company Analysis
Babban Gona's foundation is based on the inspiring life of the smallholder farmer from South Dakota, who leveraged farmers' networks to attain economies of scale for improved profitability. Babban Gona was founded in 2012 to attract youth in Northern Nigeria, focusing on reaching the full potential of Nigeria's agriculture sector and offering them relatable services to serve the smallholder farmers. The services, including training and education, financial credit, agricultural input, and harvesting and marketing support, are based on the smallholder partnership model. In this manner, the firm actively contributes to raising farmers' income levels and productivity with the Trust Group Leaders, who lead the team of 3 to 5 farmers (FMO, 2021). In addition, the social enterprise partnered with multiple organizations to fund resources and escalate its network but aim to expand further to availing more opportunities in the respective region.
Market Definition, Potential, and Demand
Babban Gona (BG) is a non-profit organization that serves farmers in escalating their productivity with modern training, resource funding, education, and support from the experienced farmers' network. Markets and Markets (2021) report investigated the potential demand for agriculture analytics, which is expected to rise by 12.2% and reach 1.4 billion dollars by 2025. The emerging digitalization and risk management fosters the demand for agriculture education within developed and developing nations to be more responsive to economic and environmental challenges (Statista, 2021). In addition, the pandemic crises affected such industries, which further enlarge the potential of adequate training and funding in this segment to meet the growing demand for organic eating (Markets and Markets, 2021). Specifically in Africa, the region's economy extensively depends on the import of food, cereals, pulses, fruits, and related products, which advances the potential of the agriculture industry and associated organizations.
For evaluating the macro business analysis, PESTEL analysis is the framework to evaluate the external opportunities and threats (Pan, Chen & Zhan, 2019). Based on the PESTEL analysis, the advanced plans for agricultural growth and political support for agriculture growth advantage BG to escalate its network. Further, technological advancement and economic disruptions affected the agriculture sector widely due to a lack of available resources and funding opportunities. Limited investment opportunities and an understanding of intelligent tools and systems affected their performance (Goedde, Ooko-Ombaka & Pais, 2019). The requirement for investment is mentioned in the figure below.
Figure 1: Requirement for Investment in Africa (Goedde, Ooko-Ombaka & Pais, 2019)
Nevertheless, improved awareness of sustainable living and lifestyle supports agriculture business growth and environmental regulation. The African environmental regulators emphasize green development and intelligent tools to reduce carbon emissions. Further, legal arrangements are prolific due to promoting equal rights, improved lifestyle policies, and no discrimination (Opeyemi et al., 2019). In this manner, there is the potential role of Babban Gona in that region to educate and train farmers for adopting the modernized agricultural tools and manage funds for smallholder farmers in scaling their productivity to support the states' economy.
Competitor Analysis
For determining the competitive intensity of Babban Gona in the African region, Porter's five forces are worthy of addressing the competition within the region (Bruijl, 2018). First, as a social enterprise, it is easy for GB to expand its reach because of its strong dominance with its job creation, income generation, high productivity, and impact on the local community. Further, the bargaining power of donors and funders is low due to its differentiation strategy of creating change in Western Africa by decreasing poverty, violence, and migration with the expansion of agriculture productivity (Babban Gona, 2021). However, GB leads the competition in the market by generating more income by empowering the youth and productive land. The strong rivals of GB are Akorion and Rift-Valley Corporation (Owler, 2020). Therefore, Babban Gona maintains a competitive position among its competitors in the agriculture service industry with its significant impact on society.
Customer Analysis
For proposing effective marketing strategies, assessing customers is substantial. The Babban Gona (2021) report reflected that the business focuses on declining poverty and violence by offering opportunities to rural youth, specifically in Northern Nigeria and West Africa, with technological platforms and farming programs. The concern for turning risk into a valuable opportunity for youth is the prime aim of the social enterprise. Besides that, BG associates with other stakeholders, including experienced farmers, investors, partners, technological suppliers, government, communities, land dealers, and employees. The firm emphasizes creating value for African society by introducing modern agricultural technology and end-to-end services for farmers and youth.
SWOT Analysis
Evaluating the internal business effectiveness is crucial to take significant measures in limiting the threats and weaknesses with the available strengths and opportunities. In this case, SWOT analysis is the exceptional framework for assessing internal strengths and weaknesses and external threats and opportunities (Vlados, 2019). For example, the SWOT for Babban Gona illustrated that the business contributed well to social change with its expert team of farmers, consistent development, expanding job creation for 299,494 youth, double the income with a farmed agriculture 354,392 acres land withs smallholder farmers, and impact 849,925 individuals. Further, investing millions of dollars in the movement to support migrants from Europe and rural youth in availing opportunities in the agriculture industry (Babban Gona, 2021). However, lack of funding, limited workforce, and expansion affected its performance on a large scale.
By reflecting on the external business environment, Babban Gona has dynamic opportunities to grow with the expanding exposure to new technologies in green development, intelligent innovations in farming, and sustainable practices. The political, legal, and social ground is supportive for the firm to grow massively in the African region by serving farmers and supporting youth (Opeyemi et al., 2019). Contrarily, the economic crises, inflation, trade barriers, competition, covid crises, and lack of education affected the enterprise with reduced productivity (Goedde, Ooko-Ombaka & Pais, 2019). For handling those concerns, BG needs to take potential marketing measures to boost investment to tackle those challenges.
Marketing Objectives and Goals
By observing the emerging economic crises and growing demand for intelligent technology for sustainable farming and agriculture, Babban Gona needs to focus on the following SMART marketing goals and objectives (Statista, 2021). Those objectives will support BG to grow in the next five years by creating potential change in the region with youth empowerment.
* To expand the movement into more regions in Africa with digital platforms,
* To meet the changing needs of agriculture development with the introduction of the latest innovation in farming, training smallholder farmers and youth,
* To create more impact in the society and thrice the income levels from farming,
* To magnify the scope for smallholder farmers in multiplying their income with more job opportunities,
* To promote the movement in urban regions and encourage youth to participate in farming activities with online exposure,
* To advance agricultural sustainability with the use of natural resources and green innovations.
Marketing Strategy
By highlighting the 3C's model, offering value to youth, outperforming customers, and creating change in the community with its agriculture technology and end-to-end services, BG sustains a reputable position in the market. For accomplishing the above marketing objectives, Babban Gona adopts the market and product development strategy based on Ansoff's matrix of business expansion (Tsatsoula, 2018). According to Loredana (2017), product development introduces new services into the present market, such as training for youth, agriculture seeds, and fundings, but online training and innovation solutions for agriculture will support youth in raising their income levels. On the other side, market development enhances Babban Gona's exposure to new regions to limit the migration, poverty, and violence crises among youth by promoting the current services and training them f...