The Leather and leather sub-sector occupied a place of importance in the Ethiopian economyrnwith a potential for employment, development and as a source of foreign exchange. There arernlarge and diversified numbers oflivestock population which make the sector more competitive inrnboth local and foreign markets. These and other related opportunities are not properly utili zedrndue to lack of effective marketing integrations and sustainable quality raw materials. Measures tornresolve these challenges were limited because of less emphasis given to continuous marketingrnresearch. The objectives of the study were to assess the existing marketing opportunities andrnchallenges of the Tanneries and identifying and analyzing both domestic and export marketingrnproblems with the aim of increasing marketing capabilities in both domestic and export market.rnThe study was conducted based on the data gathered from 10 tanneries found in Addis Ababarnand the available relevant secondary data with the aid of close-ended and open-endedrnquestionnaire. The analysis of the marketing challenges and opportunities was made with thernhelp of explanatory description and SPSS software tools. Effolis were made to uncover thernexisting marketing opportunities and challenges of the tanneries. In addition, overall problemsrnrelated to the marketing mix variables of the tanneries were also identifieÂ·d and analyzed.rnFurthermore, activities carried out by the company to overcome some of the challenges werernmentioned. Regarding to the marketing opportunities; Ethiopian's endowments in high livestockrnpopulation, institutional supports and the growing demand for leather products in the worldrnmarket were identified. On the other hand, the study revealed the poor quality raw materialsrnsupplied to the tanneries, the low demand for fini shed products in export markets and otherrnrelated problems as major marketing challenges. Promisingly, attempts were made to tackle thesernproblems by hiring ski lIed man power and importing technology to produce competitivernproducts. Therefore, to increase the success and competitiveness of the tanneries in both localrnand foreign markets, identifying the right target markets, improving the quality and sustainabilityrnof raw hides and skin, facilitating backward integration and marketing chain coordination,rnharmonizing the flow of products, using integrative marketing communications and preventingrnenvironmental pollutions were recommended.