Impact of Marketing Information System on Target Export Market Selection: Evidence from Coffee Export Sector in Ethiopia
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Date
2024-11
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Addis Ababa University
Abstract
The main objective of conducting this survey is to investigate the impact of marketing information systems on target Ethiopian coffee export market selection. To do so, the ITC market analysis tools of Trade map, Export potential map, and market access map, rules of origin and general ITC market analysis tools have been used as independent variables to predict the dependent variable target export market selection. To attain the goal of the study, quantitative research technique has been employed to investigate the impact of ITC market analysis tools on target export market selection decision of selected coffee exporting firms located in Addis Ababa. Both primary and secondary data sources were used in conducting the research. The primary data were collected by using a questionnaire and the secondary data were collected from various websites, and mainly from the International Trade Center Database. In order to arrive at meaningful results, findings and conclusions: The data was analyzed by using descriptive and inferential statistics. After interpreting the results of the study, it was concluded that the selection of the Ethiopian coffee export market is influenced by the ITC market analysis tools, such as Trade map, Export potential map, market access map, Rules of Origin, and general ITC market analysis tools. In conclusion, based on the findings of the study, coffee exporting firms from Ethiopia should search for countries with high import potential but not significant amounts from Ethiopia and promote and develop strategies that enable them to increase export quantities to such countries. Coffee exporting firms, trade advisors, and policymakers from the government body recommended working in collaboration and interactively on the competitive and comparative advantages of Ethiopian coffee export businesses with respect to the top coffee exporters in the world market.
Key words: market selection, marketing information system, market share, coffee export, market analysis tools, Trade map, Export Potential map, Market access map and Rules of Origin