Strengthening Marketing Capabilities to Foster the Growth of Sewing Entrepreneurs in Dodoma City, Tanzania

Danford Ahadson Sanga
Local Government Training Institute, Tanzania
Local Government Accounting and Finance Department
Email: dasanga72@gmail.com

Abstract: Sewing entrepreneurship is a key element of the informal economy in Tanzania, generating employment and livelihoods, especially among women and youth. However, poor marketing potential has constrained the growth and competitiveness of sewing entrepreneurs in Dodoma City. The paper examines how enhancing marketing potential through branding, customer relationship management, pricing, and e-marketing can foster the growth of sewing entrepreneurs. Using a mixed-methods approach, sewing entrepreneurs were interviewed and surveyed to gather data. The findings suggest that, although entrepreneurs recognize the importance of marketing, they are faced with limitations such as low knowledge levels, low digital literacy, and low access to promotion channels. Entrepreneurs who employed basic methods such as interaction with customers and social media usage reported an increase in visibility and sales. The study concludes that the development of marketing capabilities through training, digital technologies, and support initiatives can significantly improve the growth and sustainability of sewing businesses in urban Tanzania. Hence, practical recommendations are given to policy makers, business support organizations, and development partners who aim to empower micro and small-scale sewing entrepreneurs.