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Marketing Mission July 2006
The WED /YED Project was implemented by PTC/SME to reduce the vulnerability
of the Municipalities of Bam and Baravat and its adjoining villages, especially
the marginalized sections of society, unemployed women and youth, and to enhance
their capacity to cope with the consequences of the earthquake that struck the
area on 26 th December 2003. Vulnerability is determined by a wide range of
factors among which people's access to assets , productive activities &
employment opportunities rank high . Promoting and implementing job creation
strategies can considerably reduce it . The project will, amongst other actions
, establish a training and services' programme, both via direct training , and
through interactive e - learning using computers and networking, for women and
youth, for those of whom entrepreneurial activities are an option after the
earthquake, for those who wish to be entrepreneurs and demonstrate the
determination to progress. Pilot Demonstration Centres are being established to
provide demonstrations of production processes and technologies and to allow
hands-on training of entrepreneurs and selected personnel. Business Development
Centres will provide administrative support and advice. Networks of
entrepreneurs and community clusters are being encouraged and organized to
obtain the benefits of exchange of information and other group activities.
Finally, mechanisms will be established for enterprise and job sustainability in
order to assist the entrepreneurs to acquire c omplete and practical knowledge
and understanding of the markets and where possible, to extend sales outside of
their locality.
In order to identify sectors and business options to be promoted, a mission was
undertaken during the first two weeks of July 2006 by a marketing consultant.
The market potential of under-represented products and services urgently
required for the overall reconstruction and rehabilitation of those affected
communities was also a crucial factor that needed to be studied. Special
attention was also paid to sectors that would increase sustainable opportunities
for cultural heritage and industries and therefore the mission was partly
supported by UNESCO. The obvious lack of market awareness and market
possibilities amongst key stakeholders (i.e. TVTO, private businesses in Bam and
Baravat, NGOs) was the main reason for the need of such a mission.
An in-depth market survey was also carried out with the help of surveys and
questionnaires, with the assistance of students from Azad University , to assess
market sizes, preferences and assess opportunities. Data was also collected
during interviews and meetings with the heads of relevant governmental and
counterpart bodies, international organizations and private businesses based
mostly in Bam and neighboring Baravat area. The data was used to estimate the
type and volume of products and services required as well as to identify
possible market niche linkages for the same. Once the sectors to be developed
were identified, plans for the appropriate training, both direct as well as via
e-learning, were drawn up for inclusion in the work plan.
The following sectors were identified as being the most immediately employable
and in the long term, sustainable, given marketing needs and potential market
linkages:
Food Processing (Date Packaging and Dairy Production)
Niche Production of Handicrafts and Home Furnishing Lines
Tourism and Related Services (e.g. Restaurants, Lodging, ICT, Internet
Facilities etc.)
Marketing strategies were closely analyzed and recommendations for training and
improvement were major inclusions in the mission report. A sound knowledge of
market potential, both internal as well as external, is an important foundation
to have for programmes targeting women and youth entrepreneurs if they are to be
successful contributors to society.
Market analysis has been conducted together with UNESCO to see how the project
could support the tourism sector in BAM
July 2006
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