MARKETING OPPORTUNITIES AND CHALLENGES OF TRADE FAIR – IN THE CASE OF ORGANIZING AND PARTICIPANT FIRMS

Abstract

One of the key strategies companies use to create market is trade fair. In that situation organizers and participants will be the game makers or breakers. The basic purpose of trade fair is to increase profitability/sales, create partnership, introducing new products, and so on. So organizers, participants/exhibitors, and visitors are a strategic partner in trade fair. Since organizers and participants are basic in trade fair, the determinant variable is Opportunities and Challenges in the fair. Currently in Addis different events are organized by private enterprises, sectoral associations, and the government. The main objective of this study is to examine the opportunities and challenges in trade fair with respect to their effects and forward possible solution to the problem. Data for the study was collected from 180 participant firms and 3 organizing firms, using semi structured interview, observation, and focus group discussion. The study has used qualitative method and the data of the study has been analyzed by describing the respondents answer using photographs. The result indicates that the opportunities of trade fair encourage and initiate both the organizers and participants to future participation in the sector. In contrast the challenges of trade fair have negative impact on organizers and participant firms. Based on the finding Exhibition Center and Market Development Enterprise and all other stakeholders have an assignment to rebuild or rehabilitate the center in accordance to the international standard