PRINCIPLES OF MARKETING

Summative Assessment :”Individual Portfolio”

INSTRUCTOR : Innocent MUGENZI

JUNE 17, 2023

KEPLER COLLEGE
NKUNDA Cyprien
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Table of Contents
Company Description.................................................................................................................3
Value Creation.......................................................................................................................3
Creating Value:......................................................................................................................3
Advantage of Inyange Industries marketing strategies in the society....................................4
Disadvantage of Inyange Industries marketing strategies in the society...............................4
CRITICISMS Inyange Industries Face..................................................................................4
STRATEGIES FOR SUSTAINING VALUE CREATION..................................................5
SWOT Evaluation of Inyange Industries Ltd.........................................................................6
Strengths.............................................................................................................................6
Weaknesses........................................................................................................................6
Opportunities......................................................................................................................6
Threats................................................................................................................................6
General Electric (GE) Technique and the Boston Consulting Group (BCG) matrix.................7
BCG Analysis of Inyange Product Portfolio..........................................................................7
Stars (High Market Share, High Market Growth)..............................................................7
Question Marks (Low Market Share, High Market Growth).............................................7
Cash Cows (High Market Share, Low Market Growth)....................................................7
Dogs (Low Market Share, Low Market Growth)...............................................................7
General Electric Approach.....................................................................................................8
Factors for Industry Attractiveness....................................................................................8
Factors for Competitive Strength.......................................................................................8
Influences on Inyange Industries Ltd marketing....................................................................9
Economic factors................................................................................................................9
Consumer trends and preferences......................................................................................9
Competitive environment...................................................................................................9
The key strategies Inyange Industries Ltd. has used to respond to changes and preserve the
business......................................................................................................................................9
How save the business across a variety of products, if I am one of the decision-makers?........9
Five Forces of Porter................................................................................................................10
Competition in the industry..................................................................................................10
Potential of new intrants into the industry...........................................................................12

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Power supplier......................................................................................................................12
Power customers..................................................................................................................12
Threats of substitute.............................................................................................................12
Product Description..................................................................................................................13
Our powdered milk:.............................................................................................................13
Steps of the Buying Process.....................................................................................................14
B2B and B2C Marketing..........................................................................................................14
Pros and Cons of B2B and B2C Marketing.........................................................................14
B2B Marketing (Pros)......................................................................................................14
B2B Marketing (Cons).....................................................................................................14
B2C Marketing (Pros)......................................................................................................14
B2C Marketing (Cons).....................................................................................................15
Marketing Recommendations..................................................................................................15
Applicable Market Segments and Value Creation...................................................................15
Customer Complaints and Root Causes...................................................................................15
Addressing Raised Complaints and Issues...........................................................................15
References................................................................................................................................16

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Company Description
Inyange Industries Ltd is a leading corporation specializing in the manufacturing and
distribution of magnificent dairy merchandise in Rwanda. With a numerous vary of offerings,
such as milk, yogurt, butter, cheese, and different dairy goods, they are committed to turning
in nutritious and delicious merchandise to their customers.
Mission and Vision: Inyange Industries is pushed with the aid of a mission to supply the
highest great dairy merchandise to consumers, promoting fitness and well-being through their
offerings. Their vision is to be a relied-on company of dairy products, bettering the lives of
individuals and families throughout Rwanda.
Target Customers: Inyange Industries caters to a huge vary of customers, which include
persons and households who value premium dairy products. Their choices are designed to
meet the numerous preferences and dietary desires of shoppers of all a long time and
backgrounds (Madichie, 2022).
Value Creation
Crea
Creating
ting

Customer
Exchange Value
Proposition Communica
ting

Delivering

Value:
Inyange Industries created value by producing high-quality food and beverage products that
meet customer expectations and preferences. This involved sourcing raw materials locally,
investing in research and development, and ensuring strict quality control measures.
Communicating Value:
Inyange Industries effectively communicated the value of its products to customers through
marketing and branding efforts. They highlighted the quality, variety, and local sourcing of
their products through advertising, packaging, and labelling. This helped customers
understand the benefits and unique features of Inyange products and kept loving it.
Delivering Value:
Inyange Industries delivered value by establishing an extensive distribution network across
Rwanda. This ensured that their products to be readily available in various retail outlets,
making it convenient for customers to access and purchase them. It also had Inyange

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authorized distributors and milk zones which all of them make it affordable for customers to
get products from Inyange.
Exchanging Value:
Inyange Industries engaged in the exchange of value by offering its products in the market.
Customers purchase their products, and in return, they received high-quality dairy products,
fruit juices, and bottled water. This exchanged of value benefits both the company and the
customers.
Advantage of Inyange Industries marketing strategies in the society
Meeting consumer demand: Inyange Industries Ltd contributed to meeting the increasing
consumer demand for dairy products, fruit juices, and healthy beverages in the domestic
market.
Local market focus: The company has gained attention and recognition in the local market,
which supports economic growth and job creation.
Strong distribution network: Inyange Industries Ltd had established a large distribution
network, allowing easy access to their products.
Potential for export: There are opportunities for Inyange Industries Ltd to expand into new
markets and export their products (Times, 2012).
Disadvantage of Inyange Industries marketing strategies in the society
Limited global market presence: Inyange Industries Ltd should focus on expanding its
presence in international markets to increase its global competitiveness.
Product innovation and diversification: The company should invest in research and
development to introduce new product variants and increase the variety of offerings to cater
to changing consumer preferences.
Digital marketing and e-commerce: Utilizing digital marketing strategies and e-commerce
platforms to reach a larger audience, engaging with customers, and boost online sales.
Partnerships and collaborations: Seek strategic partnerships and collaborations with
complementary brands, retailers, or distributors to expand market reach and enhance brand
visibility.
Sustainability and ethical practices: Emphasizing sustainability initiatives, such as eco-
friendly packaging and transparent supply chain procedures, to attract environmentally
conscious consumers and maintain credibility (Ngabonziza, 2019).
Although Inyange Industries had advantages such as meeting consumer demand, a strong
local market presence, and a robust distribution network, there were need for improvement in
areas such as global market expansion, product innovation, digital marketing, partnerships,
and sustainability practices to further enhance their marketing strategies in society
(Industries, 2023).
CRITICISMS Inyange Industries Face
While Inyange Industries had done large success in the Rwandan meals and beverage
industry, it has confronted some criticisms as well.

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Pricing and affordability: One criticism levelled in opposition to Inyange Industries is the
pricing of its products. Some customers argued that the company's merchandise was
relatively high-priced in contrast to different comparable merchandise on the market. This
could make them much less handy to lower-income consumers.
Competition and market dominance: As one of the leading players in the Rwandan dairy
and juice industry, Inyange Industries had confronted criticism for its dominant market
position. Some critics argue that the company's robust market presence limits competition
and may additionally lead to greater prices and fewer alternatives for consumers.
Product high-quality and standards: While Inyange Industries typically continued high
quality manage standards, there have been occasional reviews of product satisfactory issues.
Some buyers have raised worries about the consistency of taste, texture, and packaging high-
quality of positive products.
Environmental impact: As a manufacturing company, Inyange Industries has confronted
criticism concerning its environmental impact. Concerns have been raised about the
company's waste management practices, water utilization and pollution and standard
sustainability efforts. Critics argue that greater ought to be done to reduce the company's
ecological footprint.
Labour practices and working conditions: There have been occasional reviews and
allegations related to labour practices and working conditions at Inyange Industries. These
consist of worries about worker welfare, fair wages, and working hours (Ngabonziza, 2019).
STRATEGIES FOR SUSTAINING VALUE CREATION
Continuous Product Innovation: Inyange Industries could focus on continuous product
innovation to meet evolving customer needs and preferences. By introducing new and
improved products, flavours, and packaging options, the company can stay ahead of
competitors and maintain customer satisfaction.
Market Expansion: Exploring new markets and expanding geographically could contribute
to sustained value creation. Inyange Industries could identify potential markets within
Rwanda or neighbouring countries where their products were in demand but not yet available.
This expansion could lead to increased sales and revenue streams.
Customer Engagement and Relationship Management: Building strong relationships with
customers were crucial for value creation. Inyange Industries could invest in customer
engagement initiatives such as loyalty programs, feedback mechanisms, and personalized
marketing strategies. This helps in understanding customer needs better, improving customer
satisfaction, and fostering long-term loyalty.
Operational Efficiency and Cost Optimization: Inyange Industries should focus on
optimizing its operations to improve efficiency and reduce costs. This could be achieved
through streamlined production processes, effective supply chain management, and
implementing lean manufacturing principles. By reducing waste and minimizing costs, the
company can enhance profitability and value creation.
Sustainability and Corporate Social Responsibility: Embracing sustainable practices and
demonstrating social responsibility could add value to the organization. Inyange Industries

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could invest in eco-friendly packaging, efficient waste management systems, and energy-
saving technologies. Engaging in community development projects and supporting local
farmers could also enhance the company's reputation and create value.
Employee Development and Engagement: Nurturing a skilled and engaged workforce was
essential for sustained value creation. Inyange Industries could invest in employee training
and development programs, provide opportunities for career growth, and foster a positive
work environment. Engaged employees were more likely to contribute to innovation,
productivity, and overall business success.
Strategic Partnerships and Collaborations: Collaborating with strategic partners, suppliers,
and distributors could strengthen Inyange Industries' market presence and value creation.
Partnering with local farmers for the supply of raw materials, forging distribution agreements
with established retailers, or collaborating with research institutions for product development
could yield mutual benefits and create value.
It's also important for Inyange Industries to regularly evaluate the effectiveness of the
existing strategies, adapt to changing market dynamics, and stay responsive to customer
expectations.
SWOT Evaluation of Inyange Industries Ltd
Strengths
The local market pays the organization a lot of attention and recognition.
A wide range of products, including milk, yogurt, fruit juices, and various dairy goods.
Significant market penetration and a large distribution network.
Investment in modern processing technology and precise control.
Strong connections with local farms for milk supply.
Weaknesses
 Comparatively little global market presence compared to global rivals.
 Relying on a local milk supply that may be subject to seasonal changes.
 Limited innovation and product distinction in several product areas.
 A tolerable underutilization of digital advertising methods, with a reliance on
traditional marketing and advertising channels.
Opportunities
 Increasing consumer demand for dairy goods, fruit juices, and healthy beverages in
the domestic market.
 Expansion into new product categories or varieties in response to changing needs of
customers.
 Markets in the area and beyond may offer opportunities for export.
 Using digital advertising strategies to reach a larger target audience and enhance
brand visibility.
Threats
 Strong resistance from domestic and international dairy, beverage, and food business
organizations.
 Increases in the cost of raw goods including milk, fruit, and packaging materials.
 Influencing consumer towards healthy items, expensive drinks, or sustainable options.
 Increasing regulations and high standards in the food and beverage sector.

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General Electric (GE) Technique and the Boston Consulting Group (BCG)
matrix
BCG Analysis of Inyange Product Portfolio
The BCG (Boston Consulting Group) analysis, also known as the BCG matrix, focuses on
evaluating a company's portfolio of products or business units based on two primary
dimensions: market growth rate and relative market share.
Stars (High Market Share, High Market Growth)
Inyange Milk (Orange): With a significant of high market share and high market growth
potential, Inyange Milk can be considered a star product. It is popular among consumers and
has the potential for further growth in the dairy market. People of different kind like it, young
people, and adults because of its concentration in nutrition elements and test which allow its
facility of marketization.
Question Marks (Low Market Share, High Market Growth)
Inyange Mineral water (Black): The introduction of new flavours in Inyange Mineral Water
presents a growth opportunity. While it may have a relatively low market share currently, its
high market growth potential makes it a question mark product that requires further
investment and marketing efforts to increase its market share. And its marketing expands
more, during summer time, and periodically to the warm weather.
Cash Cows (High Market Share, Low Market Growth)
Inyange Fruit Juice (Blue): Inyange Fruit Juice is a well-established product with a high
market share in the dairy industry and it is a practical choice for people who lead
rapid existences because it eliminates the need for chopping, peeling, or pressing fruits. Fruit
juice is preferred by many customers as an improved alternative for beverages with sugar as
their focus on being healthy and happy grows. However, due to the slower growth rate in the
juice market, it can be considered a cash cow. It generates steady revenue and profits, but its
growth potential may be limited comparably to the people who like using water.
Dogs (Low Market Share, Low Market Growth)
Inyange Yogurt (Red): Inyange Yogurt, with its low market share and limited growth
potential, can be classified as a dog product. While it remains an essential offering for the
company's product portfolio, it may require more extensive research to revitalize its
performance and market presence, and it is the product that many people don’t like at the
market place so that it requires its special marketing strategy.

Inyange Mineral
Market Growth Inyange Milk
Water

Inyange Fruit Juice

Inyange Yogurt
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Market Share
General Electric Approach
The General Electric (GE) approach, also known as the GE–McKinsey Nine-Box Matrix, is a
strategic portfolio analysis tool that helps evaluate a company's business units or product
lines based on their industry attractiveness and competitive strength.
Factors for Industry Attractiveness
Identification of key factors that determine the attractiveness of Inyange Industries' target
markets. These factors include market size, growth rate, competitive intensity, regulatory
environment, technological advancements, and consumer trends specific to the food and
beverage industry in Rwanda.
1. Fruit Juice Concentrates: The market for fruit juice concentrates is probable to have
average to excessive attractiveness. The demand for natural and healthful drinks is growing,
which offers a chance for Inyange Industries to capitalize on this trend.
2. Fruit Juice Drinks: The market for fruit juice drinks additionally suggests average to
excessive attractiveness. Consumers are an increasing number of looking for fresh and
flavourful beverage options, and Inyange Industries and various range of fruit juice drinks
can cater to these preferences.
3. Dairy-related Products: The market for dairy-related products, such as yogurt and
flavoured milk, might also fluctuate in beauty relying on increase quotes and
market share. Further evaluation is required to decide the market elegance for these products.
Factors for Competitive Strength
These are the factors that contribute to Inyange Industries' competitive strength within the
market. This can include brand recognition, product quality, distribution network, production
capabilities, supply chain efficiency, innovation capacity, and customer loyalty.
1. Wide Variety of Products: Inyange Industries various vary of fruit merchandise gives an
aggressive gain by using catering to exclusive customer preferences. This suggests a pretty
sturdy aggressive position.
2. Local and Regional Presence: The company nearby and regional presence permits it to
extend its client base and make bigger market reach. This regional presence contributes to its
aggressive strength.
3. Established Brand: Inyange Industries might also have a hooked-up company presence in
its neighborhood market, contributing to client loyalty and trust. This can be viewed as an
aggressive strength.
Influences on Inyange Industries Ltd marketing
Economic factors
The purchase motivation and demand for the products of INYANGE INDUSTRIES Ltd. may
be impacted by changes in consumer spending habits and economic volatility. The company
wants to take these factors into consideration while setting its product's price and
implementing marketing policies.

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Consumer trends and preferences

Inyange Industries Ltd advertising strategy may be impacted by shifting consumer
preferences toward easier, sustainable, and healthful solutions. The company must identify
market trends and change its product choices and advertising messaging accordingly.
Competitive environment
Inyange Industries Ltd marketing strategies are influenced by the existence of competitive
local and international rivals in the dairy, beverage, and food industries. To maintain and
grow its market share, the company wants to stand out via quality, branding, innovation, and
fantastic advertising campaigns (InyangeIndustries, n.d.).

The key strategies Inyange Industries Ltd. has used to respond to changes
and preserve the business
Product innovation and diversification: In response to shifting consumer tastes and market
trends Inyange Industries Ltd has kept investing in research and development to launch new
product versions or increase the variety of its current offerings. This has involved offering
additional alternatives for healthy beverages, developing new tastes, or creating innovative
packaging.
Inyange Industries Ltd has used digital marketing and advertising strategies as well as e-
commerce platforms to reach a larger audience, engage with customers, and boost online
sales. This involved also influencer partnerships, social media marketing, and website
optimization for online sales.
Partnerships and collaborations
In order to expand its market reach, increase brand exposure, and get access to new
distribution channels, Inyange Industries Ltd found strategic partnerships or collaborations
with complementary brands, retailers, or distributors.

How save the business across a variety of products, if I am one of the

decision-makers?
Initiatives related to sustainability: Highlight the organization's commitment to
sustainability through eco-friendly packaging, ethical sourcing, and transparent supply chain
procedures. This might help the company stand out and attract environmentally conscious
shoppers.
Implement strategies to actively engage with customers, get their input, and incorporate
their preferences into attempts to enhance products and advertise. This might involve
running polls, planning events for customers, and using social media platforms to facilitate
two-way contact.
Market expansion: Investigate potential growth opportunities into new geographic markets,
both locally and abroad, based mostly on market research and feasibility studies. This can
help diversify our sources of income.

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Five Forces of Porter

In order to differentiate its goods and acquire a competitive edge, and to boost itself to
expand economically and commercially Inyange Industries Ltd. must trend by moving its
activities within Burundi county and target on analysing competitors market strategies found
in Burundi. In addition, it must evaluate the danger of competing products as well as the
strength of suppliers, consumers, and possible new competitors. Inyange Industries can
position itself strategically and take market share in new country by undertaking thorough
market research to uncover unique selling propositions and market gaps. Inyange Industries
can reduce supply chain risks and boost its market position by establishing trusting working
relationships with suppliers, broadening the supplier pool, and negotiating advantageous
terms. In this research, I'll look at how Porter's Five Forces might affect Inyange Industries
Company Ltd.'s strategy for international growth. It is critical for the business to comprehend
the competitive environment, market dynamics, and any possible risks or rewards associated
with expanding its operations outside of Rwanda. The appeal and viability of entering new
markets may be evaluated, and important elements that may affect Inyange Industries
performance can be identified by examining the Five Forces.
Competition in the industry
In order to achieve a competitive edge and position itself strategically, Inyange Industries
must evaluate the competition to identify strengths, weaknesses, and market gaps in Burundi.
Inyange Industries must be aware of its capabilities, the substantial number of competitors,
and the number of comparable goods and services they provide. Target on making research
on the products offered by competitors from abroad and compare them by its products before
conduct on market globalization. In Burundi, Inyange Industries can meet with the
competitors like Budacor (Burundi Dairy Corporation) as a major milk processing company
and produce various dairy products, and Laiterie de Muyinga, which is a dairy company, it
operates in Muyinga, Burundi, it processes milk and creates dairy goods, and Labubu
(Laiterie du Burundi), Labubu is a strong and popular dairy company in Burundi, concerned
in milk collection, processing, and the manufacturing of dairy products.
I order to assess competitors in Burundi country, Inyange can assess competitor marketing
strategy in Burundi or elsewhere as follow: (Inyange Competitors in Burundi)

Compan Product Strengths Weaknesses Customer Assessment

y Name
Burundi Various 1. Major player 1. Limited product 1. Budacor supplies a big number of
Dairy dairy in the dairy diversification customers, including households, retailers,
Corporati products industry in beyond dairy and food service establishments. It has a
on Burundi products strong presence in the domestic market
(Budacor and is known for its quality dairy
) products.
2.Strong milk 2. Reliance on 2. Budacor's customer base primarily
processing local market consists of Burundian consumers who
capabilities demand, limited value locally sourced and processed dairy
export potential products. It has built a loyal customer
following due to its commitment to
quality and its understanding of local

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preferences.
3. Established 3. Potential 3. Budacor's customers appreciate the
brand reputation vulnerability to company's long-standing reputation and
fluctuations in trust in its brand. However, the company
milk supply and may face challenges if there are
price disruptions in milk supply or significant
price fluctuations that could impact its
ability to meet customer demand and
maintain competitive pricing.
Laiterie Dairy 1. Located in 1. Relatively 1. Laiterie de Muyinga primarily serves
de products Muyinga, a smaller scale customers in the Muyinga region and
Muyinga strategic compared to other surrounding areas. Its strategic location
location for companies allows it to source fresh milk efficiently,
milk sourcing enabling the production of high-quality
dairy products to supply to the preferences
of local consumers.
2. Focus on 2. Limited 2. The company's customer base
local market marketing reach comprises individuals, households, and
demand and and brand small businesses within its operational
catering to awareness region. It understands the local market
regional well and tailors its products to meet the
preferences specific preferences of the target
customers. However, it may face
challenges in expanding its market reach
beyond the immediate region due to
limited marketing efforts.
3. Close 3. Potential 3. Due to its close location to milk
location to milk challenges in producers, Laiterie de Muyinga can
producers, expanding beyond collect milk quickly and keep a supply of
enabling its current market fresh milk.
efficient milk reach
collection
Laiterie Dairy 1. Well-known 1. Relatively 1. Labubu has a diverse customer base,
du products, and established limited product including households, retailers, and food
Burundi milk dairy company diversification service providers across Burundi. Its
(Labubu) collection, in Burundi established presence and reputation make
and it a preferred choice for customers seeking
processing a wide range of dairy products and milk
supply solutions.
2. 2. Potential 2. Labubu has successfully built long-term
Comprehensive dependency on relationships with its customers by
involvement in local milk supply offering reliable milk collection,
milk collection, and availability processing, and distribution services
processing, and
production

Potential of new intrants into the industry

Inyange Industries Company Ltd. must assess the threat posed by new entrants in each target
market. Understanding the entry barriers, such as regulatory constraints, distribution

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networks, and economies of scale, is necessary for evaluating the competitive landscape.
Industries with high entry barriers benefit from Inyange firm's ability to establish higher price
and negotiate for better terms. By assessing how easy or difficult it will be for new
competitors in Burundi to enter the market, Inyange can devise strategies to erect entry
barriers and strengthen its position there.
Power supplier
Businesses' input costs are influenced by factors such as the number of suppliers, the
particularity of the inputs, and the cost of switching sources. As Inyange Industries expands
worldwide, it is crucial to evaluate the impact of suppliers in each country Rwanda or
Burundi or elsewhere. Evaluating the price, availability, and reliability of crucial inputs like
raw materials and packaging is necessary for a business to maintain a competitive cost
structure. Inyange Industries can lower supply chain risks and ensure a smooth operation in
new areas by developing strong relationships with suppliers, expanding the supplier base, and
negotiating competitive prices according to recent competitors.
Power customers
Understanding the power of Inyange Industries’ customers is crucial if it wants to become
worldwide. By studying customer tastes, behaviour, and purchasing power in each of its
target markets, Inyange Industries will be able to effectively modify its goods and marketing
initiatives. We know that the number of customers and the expense of recruiting new ones
both have an impact on how much consumers may affect price. Because a smaller and
wealthy customer base results in lower pricing and better offerings, businesses can be able to
charge higher rates to increase profitability. By supplying more consumer value, catering to
specific needs, and offering exceptional customer service, Inyange Industries may develop a
devoted clientele and gain a competitive edge.
Threats of substitute
Porter's Five Forces can help Inyange Industries change its business strategy to provide
investors better returns by focusing on substitute goods or services. When alternatives are
available, consumers may choose not to buy a company's products, which lessens the
company's impact. Inyange Industries must assess the threat posed by competing goods that
might satisfy similar customer desires as it grows into new markets. By examining the
availability, price, and quality of competing products, Inyange Industries will be able to
identify potential competitors in new country Burundi or in existing one or elsewhere it needs
to operate. By continually investing in product innovation, sustaining high standards of
quality, and effectively communicating the unique value proposition of its products, Inyange
Industries may reduce the threat of substitutes and strengthen its market position.
Porter's Five Forces model identifies five market-shaping factors: competition, possibility for
new competitors, supplier and customer influence, and replacement danger. Businesses could
change their strategies in order to increase profitability and adjust to shifting market
conditions. For Inyange Industries Company Ltd.’s strategy of international expansion,
Porter's Five Forces analysis offers insightful information. Inyange Industries may make wise
judgments and create successful strategies to enter new markets by considering the
competition, possible new entrants, supplier power, customer power, and the danger of
alternatives. Inyange Industries development and success in the worldwide market will

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eventually be driven by this analysis' assistance in identifying opportunities, minimizing

risks, and strengthening a competitive advantage.

Product Description
High-Quality Powdered Milk Products
Inyange Industries, a renowned beverage organization, offers a diverse range of everyday
products, including dairy beverages, fruit juices, and bottled water. Expanding our product
line, we now introduce a range of high-quality powdered milk products.
Our powdered milk:
Superior Quality: Meticulously crafted from locally sourced milk, our powdered milk
guarantees exceptional quality and taste. Nutritional Value: Packed with essential nutrients
like calcium and protein, our powdered milk promotes a healthy lifestyle.
Versatile and Convenient: Ideal for reconstitution, baking, cooking, or as an ingredient, our
powdered milk offers versatility and convenience. Benefits: Trusted Source: Inyange
Industries is known for its reliability and support for local agriculture.
Long Shelf Life: With an extended shelf life, our powdered milk ensures convenience and
reduces waste.
Value for Money: Competitive pricing combined with quality and versatility make our
powdered milk a cost-effective choice.
Milk Powder Factory Investment: Inyange Industries' funding in a milk powder
manufacturing unit demonstrates their dedication to increasing their dairy processing
capabilities. They can leverage this facility to produce top class powdered milk merchandise
with regular first-class and greatest taste.
Established Market Dominance: Inyange Industries' dominance in the Rwandan market as a
dairy-products association offers them a aggressive advantage. By introducing powdered
milk products, they can leverage their current company cognizance and distribution
community to attain a large vary of consumers.
To correctly provide extraordinary powdered milk products, Inyange Industries ought to
make certain strict fantastic manage measures at some stage in the manufacturing process.
They ought to make investments in product improvement to cater to special purchaser
segments, packaging improvements to preserve product freshness, and nice advertising
techniques to promote the advantages and versatility of powdered milk. By introducing
powdered milk products, Inyange Industries can leverage their investment, meet customer
needs for dairy products, and increase their product portfolio. They can support their function
as a main dairy enterprise in Rwanda and seize extra market share in each B2C and B2B
segments.
Experience the excellence of Inyange powdered milk preferred option for households,
foodservice establishments, and industrial use. Enjoy the richness and convenience it brings
to your daily routines (Press, 2023).

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Steps of the Buying Process

In my every day shopping for decisions, I usually contain the following steps:
Need Recognition: Identifying the want for a specific product (e.g., craving for a snack).
Information Search: Gathering statistics via private knowledge, on-line research, or looking
for recommendations.
Evaluation of Alternatives: Comparing one-of-a-kind manufacturers or selections primarily
based on elements like quality, price, and convenience.
Purchase Decision: Making the closing choice to purchase a unique product or brand.
Post-Purchase Evaluation: Assessing delight with the product and considering future
repurchase or company loyalty.

B2B and B2C Marketing

Inyange Industries notably engages in B2C (business-to-consumer) marketing. They focal
point on attaining and attracting character shoppers for their dairy, juice, and water products.
However, it is necessary to be aware that Inyange Industries may also additionally have B2B
(business-to-business) advertising activities, such as offering their merchandise to hotels,
restaurants, and other companies in the foodservice industry.
Pros and Cons of B2B and B2C Marketing
B2B Marketing (Pros)
Higher extent and larger-scale orders can lead to elevated revenue.
Establishing long-term enterprise relationships with key customers can furnish stability.
Customized pricing and product choices can be tailor-made to meet commercial enterprise
needs.
B2B Marketing (Cons)
Longer income cycles and extra complicated decision-making processes.
Dependence on a smaller wide variety of clients, making income inclined to their
performance.
Greater emphasis on constructing relationships and offering customized consumer service.
B2C Marketing (Pros)
Wider consumer base and plausible for greater income volumes.
More direct interplay with cease consumers, permitting for higher grasp of their wants and
preferences.
Potential for constructing manufacturer loyalty and growing a sturdy customer following.
B2C Marketing (Cons)
Intense opposition in the customer market, requiring non-stop efforts to stand out.
Consumer developments and preferences may additionally exchange rapidly, disturbing
adaptability and innovation.
Reliance on fantastic advertising and marketing and advertising and marketing techniques to
attain and entice character consumers.

Marketing Recommendations
Based on the cutting-edge popularity of Inyange Industries, it would be beneficial for them to
proceed their advertising and marketing efforts, particularly in the B2C domain. The business
enterprise must centre for the attention on retaining company visibility, perception patron

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needs, and adapting to altering market trends. They can make investments in focused
advertising, digital marketing, and attractive social media campaigns to attain and join with
consumers. Additionally, gathering and addressing client comments via surveys, reviews, and
social media interactions can assist enhance client pride and construct more desirable
relationships.

Applicable Market Segments and Value Creation

Health-Conscious Consumers: Inyange Industries can create cost for this phase by way of
providing low-fat dairy products, lactose-free options, and juices with no introduced sugars.
Emphasizing the dietary advantages and exceptional elements would resonate with health-
conscious customers.
Convenience Seekers: For busy humans or families, Inyange Industries can create cost by
using imparting pre-packaged breakfast options, ready-to-eat sandwiches, and grab-and-go
snacks. Highlighting the convenience, freshness, and portability of their merchandise would
enchantment to this segment.
Celebration and Special Occasions: Inyange Industries can cater to this section by way of
supplying personalized cakes, pastries, and muffins for birthdays, weddings, and different
events. Providing personalised designs, special flavours, and dependable transport offerings
would add price to clients looking for to make their events memorable.

Customer Complaints and Root Causes

 Some conceivable root motives of complaints/issues should include:
 Product first-class issues, such as stale or expired goods.
 Inconsistent availability of merchandise main to consumer dissatisfaction.
 Poor consumer provider experiences, inclusive of lengthy wait instances or
unresponsive staff.
 Lack of readability related to ingredients, allergens, or dietary data on product
packaging.
 Pricing concerns, such as perceived excessive expenditures in contrast to competitors.

Addressing Raised Complaints and Issues

 To construct sturdy client relationships and tackle complaints, Inyange Industries

must reflect consideration on the following actions:
 Implementing strict fantastic manipulate measures to make sure freshness, shelf life,
and product integrity.
 Maintaining regular product availability and fine stock administration systems.
 Investing in consumer provider education and making sure instantaneous and pleasant
help to customers.
 Providing clear and complete product records and labelling.
 Conducting ordinary market lookup and competitor evaluation to make sure
aggressive pricing.

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References
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KENTON, W. (2023, April 21). SWOT Analysis: How To With Table and Example.
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Ngabonziza, D. (2019, 1 8). MILK FARMERS SUFFER MASSIVE LOSS AS INYANGE
INDUSTRIES SEEKS WIDER MARKET. Retrieved from KT Press:
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seeks-wider-market/

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Press, A. (2023, 2 17). $45m milk powder factory to start production in May. Retrieved from
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start-production-in-may
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Times, T. N. (2012, 6 4). Inyange urged to boost production to tap into regional market.
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urged-to-boost-production-to-tap-into-regional-market

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