Marketing Strategy Practices In Generating Sustainable Export Revenue (A Perspective Of The Ethiopian Textile And Garment Industry)
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Date
2017-06-18
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Addis Ababa University
Abstract
This research is conducted to analyze the relationship of Marketing Strategy Practices in
Generating Sustainable Export Revenue (A Perspective of the Ethiopian Textile and Garment
Industry). The researcher’s attempt is to find out what strategies are used by the companies’
and propose the possible strategies that assures sustainable export revenue. The researcher
focused on the analysis of marketing mix strategies - the 4ps (product, price, promotion and
distribution), the number of markets served and the firm’s export performance by using
determinant factor (Profitability, Sales growth and Market share) of the firms. After analyses,
all the variables mentioned in the above the researcher should replied for these basic
objectives: to identify the types of products that recurrently exported by the companies, know
the number of foreign markets served by the companies, investigate the marketing strategies
adopted by the company to export their products, examine the export performance trend of the
selected textile and garment companies, understand the share of export at national level, and
to identify the major export barriers that affecting the export performance. In doing so,
primary data obtained through questionnaires that are distributed to marketing managers and
export Department/division heads and the secondary data collected from annual reports and
the likes. The research type is descriptive and quantitative and the data analyzed by the help of
SPSS and used percentage, mean and standard deviation, and analysis of correlation to tell the
strength of the relationship between the variables. The finding of this research indicated that
Out of the four marketing strategy price strategy is implemented in a very low manner by the
selected companies which results on having a low to medium level of implementation on the
others. In relation with the measurement of export performance, most companies are not finding
their export wing very attractive and prefer focusing on domestic markets in which the collected
data indicates better profitability. The companies have also focused in a much selected markets.
Due to the results and the collected data, the exporting companies are basically dissatisfied by
the performance of their export venture. Researchers who are interested to conduct further
study on the field can focus on policy barriers which hinders the implementation of marketing
mix strategy which is not covered by this study. Furthermore, future researchers could also
reflects the relationship of other variables such as, segmentation, targeting and positioning
strategies with export performance.
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Keywords
Marketing Strategy, Export Performance, EXPERF scale