Marketing Strategy for Competitive Advantage The case of United Ability Factory
| dc.contributor.advisor | Ziauddin, Khairoowala (Dr.) | |
| dc.contributor.author | Emawayish, Addisu | |
| dc.date.accessioned | 2021-02-18T07:08:02Z | |
| dc.date.accessioned | 2023-11-04T09:38:24Z | |
| dc.date.available | 2021-02-18T07:08:02Z | |
| dc.date.available | 2023-11-04T09:38:24Z | |
| dc.date.issued | 2002-02 | |
| dc.description | MBA Program | en_US |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/25135 | |
| dc.language.iso | en | en_US |
| dc.publisher | A.A.U. | en_US |
| dc.subject | Competitive Advantage | en_US |
| dc.title | Marketing Strategy for Competitive Advantage The case of United Ability Factory | en_US |
| dc.type | Thesis | en_US |