From: Moçambique: Increasing economic growth and political stability in the post civil-war era:  Useful strategies:  Summary of an organizational consultation completed in November 1991

© 1992, 1999, 2016 by Stan De Loach, Ph.D., organizational consultant

7.   Export strategies

A natural product, preferably a natural one salable on the world market and already familiar to national agriculture, should be developed as the product identified with and promoted in close and repeated connection with
Moçambique.  In Europe, Israel is associated with citrus production; in the United States, lamb is often associated with New Zealand, and flowers with Colombia.  A central product marketing strategy provides a focus for the development of a policy and system for national exports.

This marketing technique has positive consequences.  The production and sale of the item stimulate the economy.  By always mentioning the source country, the publicity used to promote the product raises awareness of the country's existence as a tourist destination.  Global marketing of a product allied not to aggressive pursuits, but rather to humankind's fundamental need for food, is effective and secondarily invaluable from a public relations standpoint.  The growth of national pride in a quality product whose source is recognized worldwide is a worthwhile concomitant of such a program.

In the case of Moçambique, the cashew nut is an obvious candidate for the product associated with the nation.  No other country has attempted to appropriate the cashew for marketing purposes.  Various flowers and textiles are also possibilities.  The product selected should be available without interruption so as not to undermine the effectiveness or halt the momentum of the campaign.  The nation should be capable of producing a supply commensurate with the demand created.

Reports on consultations in other areas:
1.   Steps to stimulate and reward excellence
2.   Immigration policies
3.   Transportation
4.   Tourism: Stable source of economic, cultural, and political enrichment
5.   Education and the welfare of children
6.   Stimulating the production of key agricultural products
7.   Export strategies
8.   Rational tax and tariff structures
9.   Appeal to donated (and handy) resources
10. Managing corruption in government personnel and services
11. Political decision-making for long-range progress

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