Impact of Marketing Strategy on Market Share of Ornamental Horticultura Exports ; The SFfLankan Case.

Abstract

This study examines the marketing strategy adopted by Sri Lankan exporters of Ornamental Horticultura Products. Sri Lanka; as a country, has a very small and shrinking market share in the expanding main world markets for these producis. Product, promotion and marketing information are the facets of strategy under consideration. Research was carried out using a cross sectional survey. Primary data were gathered from personal interviews using a questionnaire. Representatives from a total of 40 private sector firms were interviewed.Hypotheses were tested using one tail hypothesis testing of the population mean. Statistical analysis was done using ANOVA, regression and correlation analysis. This study suggests that Sri Lanka has a poor strategy of Product, promotion and marketing information. Product,promotion and market information strategies individually and interactively showed positive correlation with sales revenue of export firms. It is concluded that, breadth of product assortment and reliability of delivery have been satisfactory while product innovation,manipularon of product assortment, frequency of advertising, personal selling, participaron in trade fairs, marketing information from main markets, resource allocation in search of marketing information, activities with local organizations and markerng intelligence have been below expected levels. Above 11 strategic factors proved contributory towards market share.