Market Analysis

Market analysis is a sub-section of Agricultural Marketing & Agribusiness, whereby market research activities are undertaken. 

Market research requires 2 main activities:

  • Finding out how the market works,
    • The channels through which products pass.?
    • Who the important people and companies are?
    • How they do their business and who they currently buy from (sourcing)?
    • Their interest in trading with farmers from your area.
    • Who they sell to?
  • Finding out what products the market demands
    • Product specifications – varieties, colour, size, grade, quality, and packaging,
    • Prices – price patterns, price variations according to the season, quality and supply,
    • Supply – volumes, competing suppliers and seasonality.
    • Preferences of customers and consumers
    • Opportunities for additional products to be marketed.

Why is Market Analysis Important?

  • Understand the main trends in global trade
  • Advocate policy changes
  • Formulate export strategy
  • Assess our (farmers) performance
  • Find new market opportunities
  • Prepare negotiations
  • Diversify (farmer) export portfolio
  • …and others

Different research tools & information hubs are used to perform market analysis such as Trade MapMarket Access MapStandards Map, Quantec, Food and Agricultural Organization (FAO), World Bank databases, etc.  

If you need any advice or assistance please contact the following individuals:

Ms Masego Moobi

Office no: 021 808 5208

Cell: 073 254 3378


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