Marketing strategies of textile companies: the case of selected

5.2. Objectives of the Study  
The general objective of this study was to examine the marketing strategies 
formulation and implementation practices of Ethiopian textile firms in order 
to  identify  key  marketing  strategic  issues  which  the  companies  need  to 
improve to enhance their competitiveness in the market and to contribute to 
existing body of knowledge in marketing strategy. 

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The specific objectives of the study were to: 
- 
Assess the level of emphasis given to marketing strategy at corporate 
level 
- 
Examine how the firms formulate their marketing strategies 
- 
Examine how the firms implement their marketing strategies  
- 
Appraise how the firms link their marketing enabling environment 
with their marketing strategies  
- 
Assess how firms‘ marketing strategies influence their competitiveness  
- 
Scrutinize the extent to which firms‘ marketing enabling environments 
are linked to their marketing performances 
- 
Recommend  both  theoretical  and  managerial  propositions  regarding 
effective marketing strategy formulation and implemenation