Addis Ababa University Libraries Electronic Thesis and Dissertations: AAU-ETD! >
College of Business and Economics >
Thesis - Business Adminstration >

Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/1155

Advisors: Dr. Arega Yirdaw,
Copyright: 2007
Date Added: 21-May-2008
Publisher: Addis Ababa University
Abstract: The main purpose of the research was to analyze the marketing and sales strategies of ELFORA Agro-Industries Plc. Since its establishment, the company’s profitability and return on investment has been very low, even when it is compared to the current bank saving rate of 4%. The study tried to identify the major marketing and sales problems that contributed to such unsatisfactory level of financial performance. In order to address those problem issues, the researcher conducted interview with the relevant company managers and referred secondary data sources. The collected data and information were compiled and analyzed for possible indications of problem areas. It was found that the main marketing and sales factors that contributed to the low profit level to be the under utilization of existing production and auxiliary facilities, inconsistency in product supply and delivery, inadequate and inconsistent demand for some of the company’s products, high cost of production due to low capacity utilization and untimely purchase of raw material inputs, which resulted in higher prices than competitors leading to loss of market share. It was finally recommended a series of measures that the company should take in order to improve the current situation. These measures will ultimately provide the company with the advantage of cost-leadership that will strengthen its market position in terms of market share, price competitiveness, and eventual customer satisfaction.
Description: A Thesis Submitted to the School of Graduate Studies of Addis Ababa University in Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration (MBA) in The Department of Management
URI: http://hdl.handle.net/123456789/1155
Appears in:Thesis - Business Adminstration

Files in This Item:

File Description SizeFormat
GETINET HAILU.pdf393.06 kBAdobe PDFView/Open

Items in the AAUL Digital Library are protected by copyright, with all rights reserved, unless otherwise indicated.


  Last updated: May 2010. Copyright © Addis Ababa University Libraries - Feedback