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...
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