Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Marketing of Un-Manufactured Tobacco In Zimbabwe and the Export Market

Author(s): Tayengwa Chitauro

This paper analyses the tobacco marketing growth opportunities in Zimbabwe. The marketing of flue cured tobacco in Zimbabwe has been investigated to establish the impact on the growth in export revenue generated from tobacco exports. The research has established that Zimbabwe should seriously consider adding value to the tobacco that is exported. The country exports unmanufactured flue cured tobacco to very lucrative markets. With even more of the crop to be produced under contract farming in the future, and bearing in mind the tobacco merchants’ preferences, and international debates regarding traceability, there is scope for one or few companies to corner the market. Much as the country is grateful to tobacco merchants for reviving the country’s tobacco sector through contract farming, the Tobacco Marketing and Industry Board, as the regulatory authority, has to explore alternative price setting arrangements as an incentive for the tobacco growers. This study contributes to the on-going discussion on enhancing tobacco marketing systems in Zimbabwe so as to increase export earnings from the tobacco sector.

Get the App