Marketing strategies of textile companies: the case of selected

1.3 Research Objectives 
1.3.1 General Objective 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 strategy gaps which the companies need to fill to 
enhance  their  competitiveness  in  the  market,  and  to  contribute  to  existing 
body of knowledge in marketing strategy. 
1.3.2  Specific Objectives of the Study 
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  

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