Marketing strategies of textile companies: the case of selected

The interview guidelines were the following 
 
1.  How important do you think is marketing strategy to your company? 
- 
top level management involvement 
- 
marketing assets allocation 
- 
technology 
- 
employees skills and leverage 
- 
marketing expertese avaliable  
- 
marketing plan 
- 
enviornmental assessment (opportunities and threats) 
- 
level of operation in local and global markets  
 

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2.  how do you formulate your marketing strategy (for both local and 
global marekts) 
- 
the preconditions for formulations 
- 
the integrateion of marketing strategy with corporate strategy 
- 
individuals who formulate it 
- 
segemeantion and targeting area and criteria 
- 
differentiation of the product and its strategies (branding) 
- 
postioning strategies (branding)-  
3.  how do you implement your marketing strategy as per the formulation 
- 
product development strategies (bases for new product 
development, frequency, speed of development, branding, design 
etc...) 
- 
pricing strategies (bases of pricing for local and international 
marekts) 
- 
distribution strategies ( the distribution channel for local and 
international markets, the effectiveness, etc...) 
- 
promotion strategies (the promotional strategies and media applied 
for local and international marekts, how effective they are, 
available means of communication, etc..) 
4.  Perceptions about the companies performances  
- 
the proportion of export to total sales 
- 
the sales volume of local sales, interational sales 
- 
the customers feed back in both local and intentional markets 

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- 
the market share 
- 
cutormers satisfaction 
 
 
5.  how do evaluate the marketing strategies of your competitors both in 
the local and international marekts? 
- 
relative to the local competitors 
- 
relative to the global competitors 
6.  Any openion about textile industry in genral, the current marekt, the 
would be futire marekt (if Ethiopia joins world trade organization), and 
their companies future directions. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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