Challenge of Coffee Export Marketing Problem: The Case of Oromia Coffee Farmers’ Cooperative Union

Abstract

The main purpose of this study is to identify many objectives such as internal and external challenges that affect export coffee volume, Marketing problem and marketing strategy problem. So this study was done by taking 3 variables: internal challenge, external challenge and strategic challenge to identify the major internal challenges of coffee exports in OCFCU to increase export volume, to assess the major external challenges to coffee export in OCFCU to increase export volume, to identify the general marketing problem of OCFCU and to determine the marketing strategy problem and how to increase coffee export volume of OCFCU. The research conducted in descriptive type and researcher was used both primarily & secondary data for the successful accomplishment of the intended objective of the paper. the sample size of the thesis based on the participant of the research were from The population of the study was consisting of employees and different levels of managers whose work at management position with target population 198 among those employees the size of participant in this research thesis Sample size decision was determined using Yamane formula which become 132. The data was analyzed with a descriptive and correlational statistical analysis. Based on the finding of the study variety of outcomes were drawn considering the research question. According to the researchers finding the Internal and external challenges are the problem of coffee export Of the OCFCU. Therefore the researcher highly recommend the board of director and general manager of the organization should revisit organization performance against the aforementioned problem by evaluating on regular basis of their strategy so that improved quality of network, well structure effective communication and integrations can provide the power needed to gain productive volume and export volume