Here is another document from the Ethiopian Business Development Network – the manual on Marketing Strategies For Micro and Small Enterprises in Ethiopia was published in Addis Ababa in February 2004.
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The 65 page manual starts with a review of the problems faced by the sector, which refreshingly emphasis business shortcomings rather than jumping to finances as is often the case in communities of uncommitted “entrepreneurs” in Africa.
Next it formulates a 5Ps of marketing consisting of Product, Price, Place, Promotion and the entrepreneur (Person) and then discusses approaches to a range of issues such as quality, location, pricing, distribution, finance and competition.
There are extensive sections on bidding for tenders and managing costs and pricing as well as sections on product development and market research.