• Endalkachew Abebe
• P.Viswanadham

Marketing strategies are probably the most vital instruments that allow an organization to focus its limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. Export marketing strategy is the means by which a firm responds to market forces to meet its objectives, via all aspects of the marketing mix, including, product, price, promotion and distribution, and in international marketing, the key determining factor affecting marketing strategy includes the decision to standardize or adapt to the conditions of foreign markets (Cavusgil & Zou, 1994; Douglas & Craig, 1989).The main objective of the study was to examine the impact of marketing strategy on export performance of floriculture industry in Ethiopia. The research employed explanatory research design. Primary data was gathered from respondents using standard questionnaire and secondary data from various sources. The data collected has been analyzed using inferential statistics specifically correlation to see relationship between predictors and dependent variables and ANOVA test to test proposed hypothesis. The result of the analysis reveals that all predictor variables (Product adaptation, Price adaptation, Promotion adaptation, Placement adaptation & targeting) has significant relationship with Export Performance. The result of ANOVA test also shows all hypothesis are accepted at 0.01 significant level.

Product Adaptation, Price Adaptation, Promotion adaptation, placement Adaptation Targeting, Export Performance

"THE IMPACT of MARKETING STRATEGY on EXPORT PERFORMANCE: A STUDY ON FLORICULTURE INDUSTRY IN ETHIOPIAN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.239-248, January-2019, Available :http://www.jetir.org/papers/JETIR1901934.pdf

"THE IMPACT of MARKETING STRATEGY on EXPORT PERFORMANCE: A STUDY ON FLORICULTURE INDUSTRY IN ETHIOPIAN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp239-248, January-2019, Available at : http://www.jetir.org/papers/JETIR1901934.pdf