. Tilahun, Teklu(Dr)Yirga, Tesfaye2021-03-012023-11-042021-03-012023-11-042005-07http://etd.aau.edu.et/handle/123456789/25264In partial fulfillment for the requirements of Master of Business AdministrationStudies on the Ethiopian economy show that the relative contribution made by the manufacturing sector is too low. The sector is characterized by old and outdated technologies) poor management practices and above all not being export oriented. Despite the rich endowments of abundant labor) arable land) livestock and agro-ecological climate) Ethiopia is not in a position to benefit from natural resource based manufacturing activities like sugar) textile) garment and leather products. In this research work conducted on a public owned garment manufacturing company) it was found out that the could not manage its international marketing mix in order to be competitive in global markets. Its orientation towards becoming a learning organization has been found as being not strong) as observed in its strategic decision making processes in export manufacturing and marketing activities. The two decision processes that are controllable and determine the case company)s global competitiveness are the manufacturing process layout and procurement process) both affecting the product cost structure and hence its price.enThe Case of Adei Abeba Yarn S.C.Thesis