Abstract:

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

References:

[1].   Admasu, A. (2015). Kiazen Impelmentation in Ethiopia Evidence in Literature. Journal for Studies in Management and Planning, 1(8).

[2].   Alemu B, (2006). Supply Chain Performance and Challenges (A Case study in Anbessa Shoe Share Company.

[3].   Ethiopia. College of Arts and Commerce, Department of Commerce and Management Studies Andhra University.

[4].   Asmamaw S (2016)Assessing the perceived performance of supply chain management - the case of two brewery companies in Addis Ababa, Addis Ababa-Ethiopia: Addis Ababa University.

[5].   Beyene ZT (2015). Green Supply Chain Management Practices in Ethiopian Tannery Industry: An Empirical Study. International Research Journal of Engineering and Technology (IRJET) 2: 587-598.

[6].   Cooper M.C., D.M. Lambert, J.D. Pagh. 1997. Supply Chain Management, more than a new name.

[7].   Dametew AW, Ebinger F (2017). Performance Analysis of Manufacturing Industries for System Improvement. Industrial Engineering Management 6: 228. Page 7 of 9.

[8].   Dametew, Beshah, & Ebinger:( 2017). Performance Analysis on the Demand and Supply of Basic Metal Products: Focused on Ethiopian Basic Metal Industries. International Journal of Scientific and Engineering Research · August 2017.

[9].   Daniel & Fasika, (2003). Efforts and Problems in Ethiopian Manufacturing Industries, p59.

[10].  Desta (2013). Kaizen Management Techniques to Manufacturing Plants in Ethiopia. ‖ Asian Journal Business and Management Sciences. Vol. 1, No. 6. (09-19), 2011.

[11].  Desta, A. (2011). The Conceptual Framework for Assessing the Transferability of the Japanese Kaizen Management Techniques to Manufacturing Plants in Ethiopia. Asian Journal of Business and Management Sciences, 1(6), 09-19.

[12].  Desta, A., Asegedom, H. B., Gebresas, A., & Asheber, M. (2014, April). Analysis of Kaizen Implementation in Northern Ethiopia's Manufacturing Industries. International Journal of Business and Commerce, 3(8).

[13].  Fasika (2014). Supply Chain Integration in the Manufacturing Firms in Developing Country: An Ethiopian Case Study. Journal of Industrial Engineering Volume 2014.

[14].  Gebrehiwot & Wolday (June 2004). Micro and Small Enterprises Development in Ethiopia: Survey Report, Ethiopian Development Research Institute (EDRI).

[15].  Getinet (2005) Institute of Development Research and Economics Department, Addis Ababa University.

[16].  Goldbar, (1995),” Multiple Niche Competition: The Strategic use of CIM Technology”, Manufacturing Review., p195 206.

[17].  Haftu, H. (2015). Critical Success Factors for Sustainable Kaizen Implementation in Manufacturing Industry.

[18].  Harrison, A. and C. New. 2002. The Role of Coherent Supply Chain Strategy and Performance Management in Achieving Competitive Advantage, an International Survey 53 (3).

[19].  Imai, M. (1986). Kaizen: The Key to Japan's Competitive Success. NewYork: McGraw Hill.

[20].  Keith, Robert J. (1960). "The Marketing Revolution", Journal of Marketing, 24, (January) 35-38.

[21].  Kotler, Philip (1977). "From Sales Obsession to Marketing Effectiveness", Harvard Business Review, 55, (November-December) 67-75.

[22].  Kotler, Philip (1991). Marketing Management: Analysis, Planning Implementation, and Control. Englewood Cliffs, New Jersey: Prentice-Hall, Englewood Cliffs. Logistics Management, 8.

[23].  McCarthy, E. Jerome, William D. Perreault, Jr. and Pascale G. Quester (1997). Basic Marketing - A Managerial Approach. Sydney, Australia: McGraw-Hill Book Company Australia Pty Ltd.

[24].  Michaels, Edward G. (1982), "Marketing Muscle: Who Needs It?", The McKinsey Quarterly, (Summer) 37-55.

[25].  Netsanet& et al. (2013), “A Review on the Integration of Supply Chain Management and Industrial Cluster” International Journal of Marketing Studies; Vol. 5, No. 6; 2013.Canadian Center of Science and Education.

[26].  Ohno, I., Ohno, K., Uesu, S., Ishiwata, A., Hosono, A., & Kikuchi, T. (2009). Introducing Kaizen in Africa. Tokyo: GRIPS DEVELOPMENT FORUM. Policy Studies.

[27].  Pearson, Gordon J. (1993), "Business Orientation Cliché or Substance", Journal of Marketing Management, 9, 233-243.

[28].  Peterson, Robin T. (1989), "Small Business Adoption of the Marketing Concept vs. Other Business Strategies", Journal of Small Business Management, 27, (January) 38-46.

[29].  Porter, Michael E. (1980) Competitive Strategy: Techniques for Analyzing Industries. New York: The Free Press.

[30].  Prabhaker, P., Goldhar, J. (1995). "Marketing Implications of Newer Manufacturing Technologies": The Journal of Business & Industrial Marketing, Vol. 10 No.2, pp.48-58.

[31].  Radder, Laetitia (1996), "The Marketing Practices of Independent Fashion Retailers: Evidence from South Africa", Journal of Small Business Management, 34, (No. 1, January) 78-84.

[32].  Robinson, A. (1991). Continuous Improvement in Operations. Cambridge, Massachusetts: Productivity Press.

[33].  Schlie, T., Goldhar, J. (1995), "Advanced Manufacturing and New Directions for Competitive Strategy". Journal of Business Research, Vol. 33 pp.103-14.

[34].  Tetsushi, S., Keijiro, O., & Kimiaki, J. (Eds.). (2018). Applying Kaizen in Africa: A new Avenue for Industrial Development. Palgrave Macmillan. USA: Allyn & Bacon. Schumacker, Randall E.

[35].  Wong, Veronica and John Saunders (1993), "Business Orientations and Corporate Success", Journal of Strategic Mssarketing, 1, (No. 1, March) 20-40.