MARKETING SYSTEM DEVELOPMENT AND IMPROVEMENT:

A CASE STUDY OF SESAME MARKETING SYSTEM IN NYUNGWE EPA

BY
•Alex Kapalasa
•Kenneth Lapkeni
•Madalo Issa
•Simbarashy Phiri

BSc. RESEARCH PROPOSAL

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INTRODUCTION
• Sesame (Sesamum indicum L.), belongs to Pedaliaceae
family.
• Historically is one of the first oil crops to be used (Wei, et
al., 2022).
• Sesame thrives well in a harsh environment and requires
limited fertilizer and water.
• It grows without the need for the use of pesticides.
• The Sesame seeds has 37% to 63 % of oil and 17%-32 %
of protein.
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INTRODUCTION
• The statistics on Sesame production has shown that global market and demand has been

increasing.

• 70% of Sesame demand is met by production from African countries.

• The biggest producing countries of Sesame are China, India, Myanmar, Sudan,

Ethiopia, Uganda, and Nigeria.

• In Africa Sudan is the biggest producers.

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INTRODUCTION
• In sub-Saharan Africa production has increased from 1,245,150
tonnes in 2019 to 1,365,000 tonnes in 2022.

• The top 5 producing country in Sub-Saharan-Africa in 2022 were

Sudan, Nigeria, Ethiopia, Burkina Faso, and Tanzania (Wei, et al.,
2022).

• The trend for the production of sesame in Malawi has increased

from 798 metric tonnes (MT) in 2011 to 4,949 metric tonnes in 2019.

• Farmers follow poor cultural practices and there are facing the
problem of pest and insects.
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INTRODUCTION
• In Malawi Sesame is grown in Lakeshore areas,

Phalombe, Shire valley plain and Karonga.

• The crops has potential to grow in Lilongwe,

Mzimba, Rumphi and Chitipa.

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Problem statement
• Sesame remains largely under-researched and

underutilized in Malawi.

• Sesame receives less attention and support than other

oilseed crops.

• In Malawi there is limited understanding of the marketing

channels used by smallholder farmers to sell their sesame.

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Problem statement
• The lack of information makes it difficult to identify the

actors and value farmers generate from trading activities.

• Studies done so far include CISANET,2014 which focused on

SWOT analysis sesame value chain.

• Leaving out key marketing and trading issues relevant for

smallholder farmers business decisions.

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Study objectives
Main objective
 The main objectives of this study is to evaluate the sesame marketing
system development and improvement in Nyungwe EPA .

Specific objectives
 To identify the key actors involved in the Sesame marketing system.

 To determine the marketing margins in sesame marketing system.

 To assess needs and opportunities for sesame market system

development and improvement

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Research questions
This study will answer the following questions:
 Who are the key players in the sesame marketing
system in Nyungwe E.P. A ?
 What are the marketing margins for actors in
Nyungwe Marketing system?
 What are the needs and opportunities for sesame
market system development and improvement?

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Justification of the study
1. It will also allow a better understand of system
dynamics and facilitate target intervention to improve
the overall performance and substantiality of the
sesame market.

2. Understanding the market system development and

improvement can lead to enhance market
competitiveness, increase incomes for key players and
sustainable development of the sesame sector.

3. By evaluating the sesame marketing system can

identify areas for improvement to enhance on the
competitive on the global market.
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 CONCEPTUAL FRAMEWORK

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Study Area

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Methodology
Study Design
• Cross-Sectional survey design will be use.

Sampling Procedure
• The study will use multi-stage sampling technique.

Selection Of Traders
• Snowball sampling technique will be use.

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THE METHODOLOGICAL MATRIX

Objectives Variables Method of data Method of data

collection analysis
 Producer  Face to Face interview  Descriptive statistics
To identify the key
 Wholesale using Semi -structured -Graphs
actors involved in questionnaire
 Retailers -Tables
the Sesame  Consumers -Frequency
marketing system.  Processor -Percentage
 Middlemen  Functional analysis
and -Flow charts
marketers
 Retailers
and
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wholesaler
Objective Method of data Method of data analysis
Variables
collection
Selling price Face to Face  Gross profit margin
•To determine the Purchasing price interview using Semi tool
Cost of production -structured
marketing margins in
Transportation cost questionnaire.  Descriptive
sesame marketing system. Storage cost statistics
Exportation cost
-Frequences
Volume produced
Consumer price -Percentages

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 Variables Method of data Method of data
Objectives
collection analysis
•To assess needs • Market
Focus group Descriptive
demand
and opportunities discussion statistics
Market price
for sesame Consumer Face to Face Frequency
market system preference interview using table
Supply chain Semi -structured -Percentage
development and
Access to questionnaire
improvement market
Poor
Infrastructure

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Work Schedules

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Budget
Materials Cost(MK)

Transport 100,000

Stationery 20,000

Meal 30,000

Accommodation 50,000

Others 20,000

TOTAL COST(MK) 220,000

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References
• umar Mishra, P. , & Dey, K. (2018). Governance of agricultural value
chains: Coordination, control and safeguarding. 64, 135-147.

• Abebe, A. e. (2020). Economic analysis of sesame value chain in

Ethiopia: Evidence from Gubalafto District, North Wollo Zone. African
Journal of Agricultural Research, 1255-1263.
• Abebe, T. N. (2016). Review of Sesame Value Chain in Ethiopia.
International Journal of African and Asian Studies, 19 (2409-6938).

• AGRIBALKAN. (2021). III. BALKAN AGRICULTURAL CONGRESS. In N.

BEŞER, & Y. KAYA (Ed.). EDİRNE: Trakya University Publisher.

• Albu, M. (2010). The Emergency Market Mapping and Analysis Toolkit.

Warwickshire: Practical Action Publishing Ltd.

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References
•Arbogast,, G. L., & Eastin, R. V. (2011). Demand and Supply
Analysis: Introduction. California: CFA Institute.
•B Munyua et. Jokward. (2018). open sesame;A value chain anaylsis
of sesame market in Northern Uganda. ICRISTA .
•B Munyua et.Aorr et. Jokward. (2018). open sesame;A value chain
anaylsis of sesame market in Northern Uganda. ICRISTA .
•Barnes, D. (2001). Understanding Business: Processes. New York:
Routledge.
•Bernard Munyua et.,Alastair Orr et. (2013). Open Sesame: A Value
Chain Analysis of Sesame Marketing in Northern Uganda. ICRISAT,
Nairobi, [email protected].
•Bernard Munyua et.,Alastair Orr et. (2013). Open Sesame: A Value
Chain Analysis of Sesame Marketing in Northern Uganda. ICRISAT ,
1-36.
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References
•Anzaku, T., & Achike, A. (2010). ECONOMIC
ANALYSIS OF THE MARKETING MARGIN OF
BENNISEED IN NASARAWA STATE, NIGERIA. Journal
of Tropical Agriculture, Food, Environment and
Extension, 9(1), 47 - 55.

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