ASSESSMENT OF COFFEE EXPORT MARKETING STRATEGY AND PRACTICE IN ETHIOPIAN TRADING BUSINESS CORPORATION

Abstract

The study has been designed to Coffee Export Marketing Strategy and Practice in Ethiopia Trading Business Corporation. Both primary and secondary data collection instruments were used to collect data. Closed ended and open ended questionnaires along with interviews were used for the purpose of data collection. The selection of the respondents were carried out by using census sampling research method because no other departments were concerned about marketing strategies and the researcher took all the respondents of marketing staffs and planning as a total population of the study, The collected data were analyzed and interpreted using SPSS analytical software. Ethiopia Trading Business Corporation provides quality export coffee with affordable prices by promoting its products by using high and effective advertising mechanisms with the determination of the buyers' accessibility to the products. Even though the marketing strategies of the company are somewhat effectively practiced, there are some problems that the company faced with implementing it. These are the capability of the company to compete in the export international market is becoming difficult due to the structure of the company it have high member of the employee not enable the company to have cost advantage, and complex marketing challenge, limited access to market information, communication problem and poor planning.