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Market Audit and Competitive Market Analysis

Essay by review  •  February 10, 2011  •  Research Paper  •  4,017 Words (17 Pages)  •  3,806 Views

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Market Audit and Competitive Market Analysis

Executive summary

The lack of access to mosquito nets and coils and to sanitation systems are central public health concerns, globally and in Rwanda. No single intervention has greater overall impact upon national development and public health than does the provision of mosquito nets and coils. Inadequate mosquito nets and coils contribute to 70 percent of diseases in Rwanda. In 2000, 40% of outpatient visits to health facilities were for malaria and an additional 12% for health problems (diarrhea diseases, skin diseases, and acute eye infections) that are a direct consequence of poor control of mosquito related diseases. Poor sanitation and drainage provide breeding places for mosquitoes, and are critical factors in the high level of malaria infections.

In Rwanda, the incidence of some water borne diseases, including Malaria, has increased, unless proper sanitation is provided to the widest possible area, water-borne diseases are likely to remain prevalent throughout the entire population. Malaria can only be reliably prevented by ensuring that all populations have access to adequate sanitation systems and mosquito nets and coils.

Affordability of mosquito nets and coils are a serious concern. Rwanda is a low-income country, with an average annual Gross Domestic Product of $400 per person which is slightly above $1, or 8,000 RwF, a day. Like most African countries, Rwanda is experiencing a growing situation of feminized poverty and children living in difficult conditions. 78% of the urban poor have no regular access to mosquito nets and coils, compared with 53% of the total population.

The government of Rwanda promotes private investment as an engine of development. A law establishing the investment promotion agency was passed in 1998 and the government is in the process of putting in place appropriate mechanisms to stimulate investments, from nationals and foreigners. To qualify for benefits under the act, foreigners must make a minimum investment of $100,000 in Rwanda. Qualified investors are exempted from import and sales tax when importing plants, machinery and equipment. Registered business enterprises owned by investors cannot be subject to discriminatory measures whether through legislation, decree-laws, by laws or orders regulating activities of commercial and industrial enterprises. Business enterprises registered with the agency will automatically be entitled to three work permits for expatriate employees. These expatriate employees will be exempt from import duty and sales tax for the importation of a vehicle and personal and household effects. In order to facilitate foreign investments and access to Rwanda, the GOR has removed the visa requirements for several countries including the United States, South Africa, Mauritius, Great Britain, and Kenya.

This has really made it easier for us to trade with this country. UBUZIMA which it literally means "giving life" will make great sales in this country considering it's the most densely populated country in Sub - Saharan Africa with a population growth rate of nearly 3 percent . Majority of this population die from mosquito related diseases.

Mosquito nets and coils prevent malaria and saves lives, "The lives of some 300,000 Rwandese might be saved each year from malaria, if nets are used."

We have created demand by promoting health: UBUZIMA branded advertising campaigns are complemented by generic communication aimed at increasing awareness about malaria risks. These messages are delivered through mass media and trained interpersonal communicators, often working in remote rural areas, monitoring the market.

This has also been promoted by Rwanda highly developed a good network of primary and feeder roads. Major roads are well maintained, particularly compared to neighboring countries. A crucial element of the Coverage Plus model is a monitoring tool (composed of a series of indicators) that guides the evolution of program strategy consistent with maximizing coverage and developing the commercial market, any barriers that we might face in bringing the product to market, such as government regulations, competing products, high product development costs, the need for manufacturing materials, etc. will be discussed.

Introduction: Market Audit and Competitive Market Analysis

The product

Evaluate the product as an innovation as it is perceived by the intended market

Product name;: COILS: Coiled clay-like material which is set on top of included stands. The coils will serve as repellents to mosquitoes and other house hold flying pest when lit. When smoldering, they will release a pleasant odor to people but one that is highly repellent to pests. They will burn slowly and generally will last 2 or 3 hours per coil. NETS: mosquito bed nets, 5 -10 meter feet of net material attached to a central rim which has straps. The straps are meant to attach to the ceiling or roof in all houses

Relative advantage

The market for mosquito nets and coils is virtually untapped. The price for mosquito nets is currently the same as the price if malaria medication


The products are affordable and available in different sizes. The mosquito coils comes with a stand and so can be placed in all parts of the house; the coil smolders rather than burns. The nets are suitable for both mud and stone houses.


The products do not require technical expertise in installation and use hence they can be used by virtually everyone in society.

Major problems and resistances to product acceptance based on the preceding


Laxity in trying out a new product and the high levels of illiteracy coupled with ignorance may prove to be the biggest hurdles to overcome in entering the products in the market.

The market

Describe the market(s) in which the product is to be sold

The description is based on the geographical area, forms of transportation and communication available in that region, the consumer buying habits, distribution of the products, and advertising and promotion.

Geographical region(s)

Kigali City, Kigali Ngali province: these are the least populous regions in the



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