MARKETING MIX PRACTICES AND CHALLENGES WITH SPECIAL FOCUS ON SESAME PRODUCT THE CASE OF ECX

Abstract

The purpose of the research is to find out obstacles of the business activity and recommend a better solution for the system in order to assist ECX attain its objectives successfully. The country benefits from the foreign currency it gets from export of sesame. The earning can only increase when the business is on the right track. Mixed type of research methodology is applied here for the analysis purpose. Primary data from different sources are viewed for support of the research. The issue is the type which has been analyzed differently by some scholars and academicians. The input from these and secondary data collected from responses from the different groups of the sector actors is the other source of data. Sample representatives of the population have been calculated on the basis of Godden’s sample representative formula for infinite population. The term infinite in this respect represents to mean relatively large number spread widely. Establishment of ECX was helpful to remove some malfunctions of the sesame marketing as observed against the marketing mix elements. The irregularities in the business activities by some of the actors have undeniably affected the export of the crop. Production, Price, Promotion and place or distribution of the seed was managed by different groups who were behind their own interests. Split in idea has severely damaged the whole member of the group from attaining what they deserve. All actors are not at an equal of awareness on market situation prevailing in the world. ECX also has its own objective set and follow the fulfillment only. What should be done is, ECX must look and evaluate its moves with respect to its objective. Some activities should be added to ECX control scope. The existence of too many actors is the reason why price is not going with external export price. Therefore, ECX may study if it could include the supplying to its warehousing activity and this may bring down the extra money paid to brokers which will enable the exporter to act competitively in the international market. With regard to free market, the government may also revise its policy of control to avoid the anarchy of price irregularities.