Niche Marketing as an Innovative Approach for the Sustainability of Entrepreneurs of the Trinidad and Tobago Cocoa Industry
Feb 21, 2022 | Views:208796 |
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Niche Marketing as an Innovative Approach for the Sustainability of Entrepreneurs of the Trinidad and Tobago Cocoa Industry
An Oral Defence by Mr. Devant Maharaj
Trinidad and Tobago enjoys a comparative advantage as an exclusive producer of fine or flavour cocoa beans. Despite this, the Trinidad and Tobago cocoa industry currently faces numerous challenges and has been on the decline in the past few years. Globally a number of factors have resulted in an increased demand for fine and flavour cocoa, while the supply of this has been largely unchanged during the period. This has resulted in a shortage of fine or flavour cocoa and has contributed to an upward movement of prices paid per metric ton.
This paper aims to identify marketing strategies to close the gap between the current and the potential conditions in the cocoa industry in Trinidad and Tobago, by (1) interviewing experts and (2) comparing the similar markets in Dominican Republic, Ecuador, and Honduras, then using this data to surveying stakeholders. The stakeholders and cocoa local experts were invited to share their impressions, opinions and ideas with questionnaires and interviews, which were designed appropriately given the objective of this paper. On this foundation of significant background evidence obtained, a further comparison was made of the countries and their cocoa industry, potential marketing strategies to improve the Trinidad and Tobago’s cocoa industry were developed utilising a simulation model.
Monday 21st February 2022 at 10:00 a.m.
Mr. DEVANT MAHARAJ is a graduate of the University of Calgary, Alberta, Canada with a major in Marketing and Human Resources with a Bachelor of Commerce. He also holds a Master of Business Administration (MBA) from Anglia Ruskin University with specialisation in Leadership, Entrepreneurship & Innovation.
Maharaj was employed at the National Lotteries Control Board (NLCB) first as its Marketing and Public Relations Manager, and later as Deputy Director. Maharaj left the NLCB to become the Chief Executive Officer of Central Broadcasting Services Limited (Radio and TV Jaagriti), an organisation which he played a critical role in establishing.
In 2010, he was appointed as Chairman of the Public Transport Corporation of Trinidad and Tobago (PTSC). On June 27, 2011, he became a member of the Senate for the Government of the Republic of Trinidad and Tobago (GoRTT) and Minister of Transport, and in 2012 he assumed the portfolio of Minister of Food Production.
Maharaj has presented several papers at a variety of fora on cultural and political topics within Trinidad and Tobago. Maharaj is also the co-editor of the book "Hostile & Recalcitrant" and author of the book “The Line of My People”.
He has served as an Executive Member of the Sanatan Dharma Maha Sabha (SDMS), Chairman of the Indian Caribbean Museum, Chairman of Self Employed Womens’ Association (SEWA - Social Establishment for the Welfare of All) Home for Battered Women, Chairman of Hindu Scouts, Chairman of Ramleela in SDMS Schools, SDMS Delegate in the Inter-Religious Organization, President of the Global Organization of People of Indian Origin (GOPIO) Trinidad and a weekly columnist for Newsday newspaper.
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