Marketing Strategy Practices In Generating Sustainable Export Revenue (a Perspective Of The Ethiopian Textile And Garment Industry)

This research is conducted to analyze the relationship of Marketing Strategy Practices inrnGenerating Sustainable Export Revenue (A Perspective of the Ethiopian Textile and GarmentrnIndustry). The researcher’s attempt is to find out what strategies are used by the companies’rnand propose the possible strategies that assures sustainable export revenue. The researcherrnfocused on the analysis of marketing mix strategies - the 4ps (product, price, promotion andrndistribution), the number of markets served and the firm’s export performance by usingrndeterminant factor (Profitability, Sales growth and Market share) of the firms. After analyses,rnall the variables mentioned in the above the researcher should replied for these basicrnobjectives: to identify the types of products that recurrently exported by the companies, knowrnthe number of foreign markets served by the companies, investigate the marketing strategiesrnadopted by the company to export their products, examine the export performance trend of thernselected textile and garment companies, understand the share of export at national level, andrnto identify the major export barriers that affecting the export performance. In doing so,rnprimary data obtained through questionnaires that are distributed to marketing managers andrnexport Department/division heads and the secondary data collected from annual reports andrnthe likes. The research type is descriptive and quantitative and the data analyzed by the help ofrnSPSS and used percentage, mean and standard deviation, and analysis of correlation to tell thernstrength of the relationship between the variables. The finding of this research indicated thatrnOut of the four marketing strategy price strategy is implemented in a very low manner by thernselected companies which results on having a low to medium level of implementation on thernothers. In relation with the measurement of export performance, most companies are not findingrntheir export wing very attractive and prefer focusing on domestic markets in which the collectedrndata indicates better profitability. The companies have also focused in a much selected markets.rnDue to the results and the collected data, the exporting companies are basically dissatisfied byrnthe performance of their export venture. Researchers who are interested to conduct furtherrnstudy on the field can focus on policy barriers which hinders the implementation of marketingrnmix strategy which is not covered by this study. Furthermore, future researchers could alsornreflects the relationship of other variables such as, segmentation, targeting and positioningrnstrategies with export performance.

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