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INTRODUCTION
Areka. The commodity trading has grown so rapidly where it became necessary to move the
establishment to the capital city forth coffee trading while continuing the other trading in Wolayta.
Mullege has been an exporting company since 1996 and have enjoyed the number ONE spot in
volume of coffee exported and has won several awards of excellence in services and quality product .
Therefore, the scope of my study mainly concentrates on investigation of Mullege's export market
philosophy.
One of the biggest coffee exporting companies in Ethiopia is Mullege Plc. As mentioned above this
company uses product oriented approach as its export marketing activity. The current market
approach of the company is facing a big challenge in today's world market.
Therefore, the
researcher is interested to address a vital role of using market oriented export business approach and
implementation of a strong export market orientation, which should focus on world customer
demand and drive the export based on the demand. The core problem here is the use of product
oriented market strategy to sell out what they have to world market.
In general, the scope of the study is limited to assessment of current marketing approach of
Mulleges coffee export activity in an international market and proposes a possible value addition on
their foreign currency earnings by implementation of a market oriented approach. This study covers
the time from the year 2012 up to 2015 E.C.
1.9 Limitation
The case study in this research has been limited to one Export Company amongst several export
companies in Ethiopia. Hence, the generalization of this study is limited to the generality of other
export companies. Data was collected from few selected employees of the company, i.e Mullege plc,
which made the administered questionnaire limited. Results might be different if collected from
more than twenty employees. The interview was conducted only with the company's general
manager and not getting the views of other managers also limited the findings on the study. The time
period assigned for the study was also a constraint as it did not allow the opportunity to administer
more questionnaires and conduct more interviews.