Analyzing The Influence Of Marketing Mix Strategies On Export Performance In The Garment Industry Of Ethiopia The Case Of Garment Exporters In Addis Ababa

Export performance is the extent to which a firm effectively uses its resources and capabilitiesrnfor the international market that indicates the success of a firm’s export operations wherernmarketing strategy is one factor that a firm can manipulate to achieve its marketing objectives.rnThis study aims to analyze the influence of marketing mix strategies on export performance inrnthe garment industry of Ethiopia: the case of Addis Ababa. Explanatory research design wasrnapplied using census technique and all the garment exporters in Addis Ababa were selected.rnPrimary data were collected using self-administered structured questionnaire that was submittedrnto 5 respondents in the respective companies where by there was a 77.3% response rate.rnSecondary data about objective export performance was collected from ETIDI. The majorrnfindings of this study revealed that 51.3% of export performance can be explained by marketingrnmix strategies. Moreover, while product, price and distribution marketing mixes showsrnsignificant and positive association, promotion marketing mix had positive but insignificantrnassociation. Recommendations were given accordingly.

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