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How to Enter Ethiopian Market: A Strategic Case Study

Indranil Bose () and Aamir Hussain
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Aamir Hussain: University of Bolton, United Arab Emirates

Journal of Applied Management and Investments, 2020, vol. 9, issue 1, 1-11

Abstract: This study concentrates on international expansion of Gul Ahmed Textile Mills Limited (Gul Ahmed) based in Pakistan to Ethiopia. As the target country is facing huge scarcity of textile industry which this case study shall focuses in a greater detail with the help of PESTEL and CAGE frameworks applied. Moreover, this study will also evaluate the competition and threats of the new market and determine the marketing strategies to be implemented considering the norms and culture of Ethiopia. At the end, the authors conclude with the major risks and threats vulnerability that are associated in the international trade and plausible recommendations to diminish and logically reduce the risks to run business operations successfully.

Keywords: PESTEL; SWOT; risks; investments; textile market; Ethiopia (search for similar items in EconPapers)
JEL-codes: M10 M16 M19 (search for similar items in EconPapers)
Date: 2020
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