Sales and Marketing Strategies of Elfora Agro-Industries Plc

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A Project Report on

MARKETING AND SALES STRATEGIES OF ELFORA AGRO-INDUSTRIES PLC

A Thesis Submitted to the School of Graduate Studies of Addis Ababa University in Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration (MBA) in The Department of Management By: GETINET HAILU

Under the Supervision of:
Dr. Rakesh Belwal Assistant Professor, Faculty of Business & Economics Addis Ababa University

July 2007 Addis Ababa

Addis Ababa University School of Graduate Studies

Title: Marketing and Sales Strategies of ELFORA Agro-Industries Plc. By:

Getinet Hailu Faculty of Business and Economics MBA Program

Approved by Board of Examiners

_________________________ Advisor

_______________________ Signature

________________________ Examiner

_______________________ Signature

________________________ Examiner

_______________________ Signature

________________________ Examiner

_______________________ Signature

Dr. Rakesh Belwal Assistant Professor, Faculty of Business & Economics Addis Ababa University

CERTIFICATE

This is to certify that Getinet Hailu has worked on “Marketing and Sales Strategies of ELFORA Agro-Industries Plc” under my supervision. This work is original in nature and it is suitable for submission in the partial fulfillment of the requirement for the Degree of Master of Business Administration.

____________________
Dr. Rakesh Belwal

DECLARATION

I, Getinet Hailu Adera, declare that the study entitled “Marketing and Sales Strategies of ELFORA Agro-Industries Plc” is the result of my own effort in research undertaking. The study has not been submitted to any Degree or Diploma in any college or university. It is submitted in the partial fulfillment of the requirement of the Degree of Master of Business Administration.

_____________________ Getinet Hailu

ACKNOWLEDGEMENT
I, first of all would like to thank Dr. Arega Yirdaw, Chief Executive Officer, MIDROC Ethiopia, for allowing me to conduct my study on one of the MIDROC Group companies, ELFORA Agro-Industries Plc, and for facilitating for unreserved access to the company data. I am also deeply grateful to Dr. Rakesh Belwal, for his unreserved guidance, invaluable assistance and constructive comments. Particularly I am deeply touched by his kindness, quick response and relentless hard work and advice. Thanks again to my advisor, Dr. Rakesh, for the long hours he spent over the weekends in making this research a success. I also would like to thank Ato Getachew Hagos, General Manager of ELFORA AgroIndustries Plc, for his wholehearted support during the entire period of my postgraduate study. A special tribute goes to members of ELFORA Agro-Industries Plc, W/ro Tahsas Wondimneh, the manager of local marketing and sales, Ato Bekele Wolde, manager of foreign marketing and sales, and Ato Wondwossen Tadesse, manager of customer service, for sparing their precious time for interview and providing invaluable information for the conduct of the study. Special gratitude goes to my best friends, Million Kibret, Bereket Asheber, and Alemayehu Takele for providing me with relevant reference materials for the project preparation and moral support during the entire period of the postgraduate program. Last but not least, my appreciation and indebtedness goes to my entire family and all individuals for their strong backing and overall assistance without which my entire study of the postgraduate program would have not been successful.

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TABLE OF CONTENTS

CHAPTER ONE:
1.1 Overview 1.2 Company Background 1.3 Statement of the Problem 1.4 Objective of the Study 1.5 Methodology 1.6 Scope of the Study 1.7 Significance of the Study 1.8 Limitations of the Study

INTRODUCTION

Page 1 3 5 7 7 8 9 10

CHAPTER TWO:

LITERATURE REVIEW

2.1 Introduction 2.2 History of Agriculture and Agro-Industry in Africa and Ethiopia 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6. Ancient Agricultural...
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