Imperatives of Marketing for the Manufacturing Sector Performance in Ethiopia
In a competitive
global market, marketing Strategy of firms’ activities needs emphasis to customer
value. The significance of marketing as a means of improving company profitability
has never been given more attention than it is today. Recent developments reveal
that the new market thinking along with the existing dynamic environment (i.e. globalization
and technology) has forced companies to change their strategy from the manufacturing
to that of marketing phase of production clearly seen; technological changes and
the effect of globalization are making national economies undergo rapid transformation.
In line with this development, the marketing practice in manufacturing sector needs
strategic thinking with a paradigm shift from production orientation to market orientation
to improve the operational performance of manufacturing sector. The traditional
thinking of ‘making profit through increasing volume of sales ‘should be changed
to the mindset of ‘making profit through customer satisfaction’. The
findings through literature review on Ethiopian manufacturing
sector indicates the following about the sector: Underperforming operational performance
is impacted by the absence of market-oriented approach. As a result, the competitiveness
of the sector is very low both in local and global markets.
Keywords: Marketing, Competitive
advantage, Ethiopian Manufacturing sector, Market orientation, Production orientation
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