Entrepreneurship and Management degree programme

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Impact of Marketing Strategies on Export performance of Ornamental Fish Industry in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2012) Ajanthini, S.
The ornamental fish industry is categorized as the gainful income source to our country. It generates jobs, incomes and foreign exchange to our country.Sri Lanka ornamental fish industry is ranked tenth in the world as an ornamental fish supplier. The world market growth rate of ornamental fish is 5 percentages and also Sri Lanka's growth rate is 4.7 percentages. However, major challenges facing by this industry is packing technology and direct flights facilities from Sri Lanka to the final market destination etc. According to the current context ornamental fish export industry is undergoing inefficient market condition. Therefore, the aim of this paper is to investigate the impact of marketing strategies on export performance of Ornamental fish industry in Sri Lanka. The relationship is empirically tested using multiple regressionanalysis. Marketing strategies covered all the aspect of product, price, place, and promotion.The result obtained that, with regard to the marketing strategy the most discriminating variables on contribution of export performance were of degree of product and promotion.