Measuring the Potential Marketing Growth Considering the Marketing Mix in the Exporting Floricultural Sector
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Date
2014
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Uva Wellassa University of Sri Lanka
Abstract
Floriculture has been identified as one of the most profitable agro enterprises. This could generate increased self- employment from the unit land area and the industry has identified as one of the major industries in many developing and underdeveloped countries. Netherlands is the market leader of the floriculture industry as they have secured the place as the largest cut flower exporter.
In the case of Sri Lanka, a limited number of people are growing flowers as enterprises, and in the present context, Sri Lanka in a booming era. Therefore the sector itself is focusing on entrepreneurial development. With the rapid development of the floriculture industry, there is an emerging need for better market access and for targeting new international markets. This study is mainly focused on identifying the marketing mix elements which can be used in the floriculture industry and finding the potential of increasing the export volume of Sri Lanka by obtaining help from the marketing mix elements.
The objectives of the study are, to identify the relationship between the export volume of floriculture and the related marketing mix factors and to identify the factors which influence the growth of exports in the floricultural industry. To achieve these objectives; the survey was conducted Eby interviewing and questioning flower exporters in floricultural companies listed in the Export Development Board (EDB).
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Entrepreneurship And Management Degree Programme