TITLE:
Assessment of Challenges in Export Marketing: The Case of Ethiopian Vegetable and Fruit Commercial Growers
AUTHORS:
Mohammed Alebachew Sisay
KEYWORDS:
Marketing Challenges, Ethiopian Vegetable and Fruit Export, Export Challenges, Ethiopia, Export Marketing Challenges
JOURNAL NAME:
iBusiness,
Vol.10 No.1,
March
6,
2018
ABSTRACT: Globalization forces companies to internationalize their
operation in the global market. Exporting plays a vital role in economic
development of a nation as well as for the development of the particular
exporting company. Although, the benefits derived from exporting in an
increasingly globalized marketplace are enormous, but for many companies,
exporting is constrained by numerous challenges. The purpose of the study was
to assess export marketing challenges of Ethiopian vegetable and fruit
commercial growers. The study investigated 20 Ethiopian vegetable and fruit
commercial growers and 8 stakeholders with questionnaires and interviews. The research utilized a mixed
research design and analysis techniques specifically concurrent embedded
approach. It is found out that the Ethiopian vegetable and fruit commercial
growers export volume and sales lacks consistency and constrained by different
challenges. Of the major challenges which were classified as internal barriers
and external barriers, macro environmental barriers highly affected the
growers. Local investors were highly affected by both the internal and external
problems whereas foreign and joint ventures are affected in some extent with
those problems. Less experienced growers were highly affected by the export
problems than those who are more experienced. Management commitment problem;
technological advancement problem; financial; lack of accessible transport
system; low awareness of stakeholders; seasonality of Ethiopian supply;
shortage of cargo; shortage of infrastructure; government bureaucracy; lack of
potential markets; and shortage of inputs were identified as problems for the
vegetable and fruit export. Therefore, to minimize these problems creating
enabling policy environment; fair and competitive air freight cost; the growers
to incorporate challenges in their export marketing strategy; the government to
explore new markets, provide technical supports and long-term loans to growers;
to create new competitive input suppliers; integration of stakeholders of the
sector; and to recruit skilled manpower are forwarded as recommendations.
