THE MARKET CHALLENGE OF DOMESTICALLY ASSEMBLED AUTOMOBILES IN ETHIOPIA: A CAS OF MESFIN INDUSTRIAL ENGINEERING PLC

Abstract

This thesis studies the market challenge of domestically assemble automobiles for case company; Mesfin Industrial Engineering PLC. The main objective of this study is to assess the marketing mix of the company and its external factors that have an effect on the market of locally assembled automobiles by the case company. The marketing mix like product; price, promotion and distribution and the external factors government policy, competition, vehicle financing, impact of second-hand motor vehicles in the local market have been discussed. This study was conducted using the case study method in the form of descriptive research. To carry out this study both primary and secondary data have been used. For the theoretical foundation and analysis, the existing literatures were investigated. To collect the primary data from the customers of the company and company employees, questionnaire has been employed. In addition to this, an interview was conducted face-to-face and questions were asked according to the interview schedule with different stakeholders .The author relied on various marketing concepts to validate and justify assertions and suggestions discussed. SWOT analysis is utilized to present the strengths, weaknesses, opportunities and threats of the case company. Results indicate that poor marketing mix strategy, integrated promotional tools was not well used, poor delivery, poor after sales service and weak government regulation. Based on the findings of this study, the researcher has put valuable recommendations on what the company should do to improve its existing conditions and to play a great role in the automotive industry