Business and canned carrot will be exception. It is critical that adequate resources be devoted to market development efforts on an ongoing basis if the business is to succeed. Market development and sales are two different things. Sales is about finding buying for the products and service already developed. Marketing is about understanding the emerging needs of customers explaining how a business’s products and services can a address those needs and developing new products and services where appropriate. 

Marketing includes the fine art of becoming recognized by buyers end potential buyers in the market place and building on that recognition to increase sales. Marketing includes market research that allows a business to stay on top of emerging trends among competitors, technological advances, and emerging rich markets. Finally, marketing may include seeking out and establish ing strategic partnership to increase product and service viability and market penetration . each of these aspects of marketing should be fleshed out in a complete business plan, though continued evolution is essential as conditions change.

Competitive Advantage of Canned Carrot
The competitive advantage of the canned carrot lies in its focus on local (regional) products for the local (regional) market. The canned carrot must be able to capture customers by having a high quality, reasonable priced product, and excellent service, in addition the canned carrot will be able to appeal to those customers who perceive value in supporting Nigeria agriculture and small family farms.
            In addition to a differentiated image based on product source, the canned carrot focus on regional markets creates additional competitive advantages. Large fresh-cut supplies require high sophisticated, very expensive technologies in order to preserve product over long periods of time while the products are in transit. We assume that by maintaining high standards in procurement, production, and distribution, canned carrot can meet and exceed the quality of product offered by its competitors by shortening the time period between harvest and consumption thereby increasing quality without incurring substantial costs required to maintain quality over longer period of time. Possibly recyclable containers with their own logo as part of a market strategy to build customer loyalty.

The competitive Environment
            To better understand the competitive environment in which the canned carrot processing. Business would operate, we conducted limited research on other vegetable processors in Nigeria.

Vegetable Processors
Traditional Processors
            To understand more about the competition in processing and whether any companies were planning on expanding into canned carrot processing, we spoke with a traditional processor which has been family-owned and operated for over 25 year  are producer and processors of food-grade white and yellow corn, with plants in Nigeria. In addition, Hartung Brothers, inc. are new product suppliers of processing vegetables including sweet corn, snap beens, pickling cucumbers, carrot and beets. They are also contract producers of organic grown and vegetables with packaging available. In speaking with them, we learned that they deal with Agrolink to process their produce. They are not in trusted  in getting into the fresh processing business, now or in the future.

Seasonality of Produce
            The supply of most Nigeria grown produce is seasonal, yet most institutional buyers have year-round demand. For example, seventy –five percent (70%) of schools surveyed for an Oklahoma farm to-school program report said they had a prime vendor from whom they purchase the majority of their food items throughout the year.
            Nigeria buyers also tend to rely on relatively few renders. For many buyers, having one vendor makes all purchasing agreements much more convenient.
            Successful marketing  of Nigeria processed produce depends on building and maintaining strong, ongoing relationships with buyers. Seasonal breaks in the relationship between Nigeria and buyers will make it much more difficult, if not impossible, for business to create and increase market share. Therefore, we cannot recommend limiting the business strictly to Nigeria raw product in season. However, a business model that maiximizes the use of Nigeria. Produce when available, supplemented by produce from small family farms in other parts of the country , can distinguish itself in the market place from other suppliers of while and canned carrot produce who rely on large grower and imported produce. Some locally- grown products, such as root vegetables, can be stored for long periods of time under proper conditions. If significant quantities of these vegetables are harvest during their growing season, it may be possible to satisfy demand for these products throughout the year for other vegetables such as lettuce and peppers, it is necessary to find other sources of raw product during the off season.
            At first glance, importing produce from other parts of the country may seem inconsistent with goals of a locally based canned carrot produce facility. However, due to the constraints mentioned above, it may become necessary to go beyond Nigeria’s borders. In doing so there still exists a significant opportunity to obtain premium products that distinguish the regional, small-scale canned carrot facility from other competitors. Best foods global, Nigeria cooperative is a group of organic farmers in Southeast Nigeria who sell fresh produce year-round farmer’s markets and community supported Agriculture delovenies. The cooperative is dedicated to the viability of small family farms  and connects consumers and producers through a controlled distribution system throughout the Nigeria. By securing supply contracts from small family owned farms in other states out of season and for products that cannot be produced in Nigeria, the cooperative can provides fresh, safe, and healthy food to families in Nigeria, throughout the year, while, at the same time, securing markets for small-scale farmers.
            By developing a network of suppliers from across the country who share the same standard and values, a business can continue to distinguish itself as a supplier of a quality product to its buyers.
            Although non 100% local, such a system helps meet the needs of the buyers while helping to make the operation of the facility financially feasible, and makes a positive contribution to small farm viability.
            Furthermore, the development of a canned carrot facility required a large capital investment. In order for the facility to be profitable, it should ideally be processing product throughout the year. Otherwise, the fixed costs for the project (i.e. loan payment, utility bills, etc) will likely outweigh any profit earned during the production season.

Estimates of Institutional Demand Market Share
To determine the size of the potential institutional market for fresh and fresh processed produce in Nigeria, we
1.      Organized data for each type of institution by product, quantity, and price.
2.      Calculated average price and quantity per unit (e.g. bed, Student, etc.)
3.      Determined the number of units on a state wide basis
4.      Calculated overall demand and value of product sold for each product
5.      Considered a range of market shares in relation to a minimum viable market share of 20% of the identified institutional market for canned carrot processed vegetables.            
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