Marketing Strategy for Competitive Advantage The case of United Ability Factory
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Date
2002-02
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Publisher
A.A.U.
Abstract
Market orientation emphasized addressing the needs, desires and wants of the
targeted market. Based on this concept market oriented firms gain competitive
advantage by delivering value to the customer with more convenience and lesser cost
than their competitors.
Thus the objective of this project paper is to have a conceptual understanding of
market orientation and to assess the status of its application in Ethiopia by taking the
case of United Abilities factory, which is the only producer of umbrellas and dry cell
batteries since 1964.
To gather the necessary information that will help to analyze and arrive at conclusion
as a basis for possible recommendations, interviews and secondary sources such as
documents of the factory on market study, strategic plan, production data, prices data
etc. are used.
As per the findings the factory has faced various problems due to usage of old
technologies, high level of imported inputs, increasing trend in imported competitive
products, and lack of well-established distribution channel.
At the prevailing situation the factory is not in a position to become market-oriented
firm and cannot gain any competitive advantage either in cost leadership or
responsiveness in addressing the needs of the market.
So, to address these issues the proposed recommendations include application of
recent technology, improving distribution of the products and promotional activities
Description
MBA Program
Keywords
Competitive Advantage