ASSESSMENT OF EXPORT MARKETING MIX ON EXPORT PERFORMANCE: THE CASE OF SOYBEAN EXPORT IN ETHIOPIA

Abstract

The purpose of this study is to assess the export marketing mix (4ps) strategy on export performance of Ethiopian Soybean exporters. The study investigated 104 soybean exporters’ with questionnaires. The research utilized descriptive research design, quantitative approach, and statistical analysis techniques. The study finds that the Ethiopian soybean export volume and sales lacks consistency and constrained by different export marketing mix (4ps) strategy challenges. Of the major challenges which were classified as product marketing strategy, Price marketing strategy, Place (distribution channel) marketing strategy, and Promotion marketing strategy. Exporters were moderately affected by all the marketing mix (4ps) strategy. More experienced exporters had better performance than experienced exporter. Therefore, to alleviate these constraints it is advisable to give attention for marketing strategy variables; create enabling policy environment and improve the service delivery reliability; market exploration and technical capacity building; search for potential markets; much cooperation between stakeholders; and recruit skilled man power and using high communication technologies are forwarded as recommendation