Twiga Cement

TWIGA CEMENT Twiga cement is a company of Tanzania that manufactures Portland cement. The company’s objective is manufacturing, selling and distribution of high quality construction cement in Tanzania. Today the company remains the market leader in the cement industry in Tanzania. Twiga cement is produced in grades of Twiga Ordinary and Twiga Extra. The company’s marketing environment consists of forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

Twiga cement’s marketing environment is made up of micro environment and macro environment. The micro environment consists of other actors close to the company that combine to form the company’s value delivery network. The forces include internal environment, marketing intermediaries, competition, suppliers, publics and the customers. The company’s internal environment consists of several departments and management levels as it influences marketing decision making.

The marketing intermediaries which help the company to promote, sell, and distribute products to final buyers also affect the marketing decision making. They include resellers, physical distribution firms, marketing service agencies and financial intermediaries. All these work together in order to create customer value for the products produced. The company also faces stiff competition from competitors. The competitors tend to produce similar goods at a low cost making the company to take decisions in order to keep customers. Some of the competitors include Mbeya cement and Tanga cement companies.

The company’s suppliers also play a big part in the marketing environment. The company’s marketing managers usually watch supply availability and costs which helps them in decision making. The resources needed for manufacturing are usually available and obtained at a low cost which increases the sales in the short run and creates customer satisfaction in the long run. The company’s marketing environment also includes various publics which have an actual or potential interest in or impact on the company’s ability to achieve it’s objectives.

The various publics include financial publics, media publics, government publics, local publics, general publics, and many others. For example the financial publics enable the company to obtain funds in order to run the production process as a result creating customer satisfaction. The company’s marketing environment also includes the customers. Customers are the most important actors in the company’s marketing environment. The aim of the entire value delivery system of the company is to serve target customers and create strong relationships with them.

The company targets different types of customer markets which include consumer markets that is individuals and households, business markets that is buy goods for further processing, reseller markets that is buy the cement to resell at a profit, others include government markets and international markets. The company’s macro environment consists of larger societal forces that affect the entire micro environment. The company’s macro environment consists of; Demographic environment which is the study of human population in terms of size, density, location, age, gender, occupation, and other statistics.

The demographic environment is of major interest to marketers of the company because it involves people and it’s the people that make up the market. There has been an increase on the sales due to rapid population growth and an increase on the market share for the goods produced by the company. The economic environment consists of factors that affect consumer purchasing power and spending patterns. The economic environment offers both opportunities and threats for the company enabling it to take decisions accordingly.

Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. The company faces several trends in the natural environment which include shortage of raw materials, increased pollution and increased government intervention. The other factors that affect the marketing environment include the technological environment, political and social environment, and cultural environment. ????

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