Focus on customers? needs
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CTA. 2002. Focus on customers? needs. Rural Radio Resource Pack 02/2. Wageningen, The Netherlands: CTA.
Permanent link to this item: http://hdl.handle.net/10568/57154
A poultry farmer from South Africa explains how she has built up her business as a reliable supplier of poultry products, by focussing on the needs of her customers. This has included recruiting agents to sell her chickens, investing profits from the business in a vehicle to solve transport problems, developing a good system of communication with customers, and adding value to her chicken products.
Focus on customers? needs CUE: When Sabina Khoza began her poultry business in Gauteng Province, South Africa, she had just ten broiler chicks that she raised and sold for meat. This year she is expecting to sell 190,000 chickens. Such an expansion has only been possible because of her excellent marketing strategy. Indeed from an early stage, Sabina realised that she would need to train specific staff just to sell her birds. More importantly, she has been thoughtful and innovative, carefully identifying the exact needs of her local communities, and finding new ways to add value to the produce and service that she offers. The result ? Many satisfied customers, and a thriving poultry business. For this interview, Lesibana Mantshiu visited Sabina at her farm in Gauteng to find out more about the secrets of her success. She begins by describing the local area where she sells her chickens. IN: ?We sell them in the ? OUT: ? what we have produced?. DUR?N 3?35? BACK ANNOUNCEMENT: Sabina Khoza, showing how important it is for farmers to understand the needs of their customers. Transcript Khoza We sell them in the informal market, as there is a lot of informal settlement in my area. It is a disadvantaged area, whereby people don?t have refrigerators and they need fresh meat. We started being four, myself and three other helpers. We used ourselves as the people who would be selling to the end users. We then decided that we had got to add some more people, agents, who are going to sell to the end users. And those people were invited, were trained on the farm, as to sell our own produce. Mantshiu How are you delivering your commodity to your customers? Khoza We started delivering using public transport, until finally there was a need for us to work hard and plough back the profit that we were making by buying a vehicle. Now we have got a vehicle which is helping us on sustaining the project, and making sure that we deliver to our agents, who are then supplying to our end users. And by having that transport it?s cost effective. Everyone knows that on Thursday of each and every week at a certain time they are getting their stock, and we make sure that we deliver the stock that will last for a weekend. If there is a need of the extra orders that will be needed, the end user, if he phones, he is actually going to refunded for the expenditure incurred of phoning for an additional order. That way we enhance the market, and that way we make sure that there is enough good quality chickens that we are delivering to our end users. Mantshiu Now tell us more about the value adding with your business of selling these birds? Khoza We are mainly specialising on live birds, but there is a need for value adding whereby we slaughter. We do have our own abattoir, that can process fifty birds per day, and we add value by spicing our chickens, selling the intestines, the feet, the legs, which is an additional money that is also catering for the repairs of whatever we may incur with the abattoir. We do our waste management by fertilising the garden, and from their we grow our own vegetables, whereby we have got a ?One Stop Shop?. A customer comes in to buy only a chicken, and he or she ends up buying four or three commodities from our project. Mantshiu Specify more about those commodities that are produced in your garden here as well. Khoza In fact we have identified the type of the community where we are staying, and we have identified the type of the commodity that they will need such as cabbage, spinach, we have also got carrots. But we do specialise in the spinach which is a year round cultivar, that is more profitable as long as it is well maintained. We do our own vegetable packing whereby we will just clean them, make sure that they are kept very clean, healthy, well presented to our end users so that they must come back in order to sustain what we have produced. End of track.