Samenvatting

Wakati is a Belgian company that aims to eliminate food loss in developing countries with its primary product the Wakati One. The Wakati One is an innovative technology that increases the shelf life of fruits and vegetables for smallholder farmers in developing countries by creating a micro-climate that dramatically increases the shelf life of fruits and vegetables. Wakati sells its product to selected distribution intermediaries whom are in close contact with the smallholder farmers.
The following thesis contains the research collected and analysed for the Nigerian market and its agricultural sector to examine how Wakati can best market their Wakati One within that country concerning an entry strategy and marketing communication activities towards the smallholder farmers and distribution intermediaries. The research question established to provide an understanding of the complexity of entering Nigeria and to reach the determined objectives can be stated to be:
With what export and marketing communication strategy can Wakati successfully operationalise its business in Nigeria, in an effective and profitable way starting January 2017?