Programme Design

TTO in the Retail Sector, South Africa, 2005

    Description
    This case study, by Marshall Bear, presents the story of TTO's market research and project design experience from June 2002 through January 2004. It captures TTO's process of getting and using market information to inform project design decisions. TTO's project focuses on "spaza shops," tiny, homebased retail shops in poor, urban areas in Capetown, South Africa. TTO's project aims to improve the competitiveness of spaza shops and their trading partners vis a vis large retail chains in serving poor communities.

    The case study is divided into 4 sections. Section 1 introduces the spaza market and explains why TTO decided to study it. Sections 2 and 3 dissect TTO's market research experience from two perspectives: the first begins at the end - the design decisions - and describes the flow of logic that connects key research findings to these decisions; the second starts at the beginning and traces the process TTO used to arrive at these decisions. The analysis of the reserach and design process provides helpful hints on how to gather and use market information for decision making in weak market situations. The case concludes with TTO's recommendations to development organisations and agencies interested in conducting market research to design market development programs.

     
    Associated Activities and Documents
    Market Assessment
    »Assessing the Spaza Shop Market in South Africa - Triple Trust Organization 2003
    »Using Non-conventional Research Methods to Understand BDS in Weak Markets, TTO South Africa, Tladi & Isaacs, 2004
    »The "What If" Service Concept Test, TTO, Bear, et al, 2004