In terms of the market situation and marketplace in Ethiopia, there are many issues that need to be modernized and improved. Of these, the marketing process and implementation, which has not redeemed the time, takes the biggest portion. Paying attention to this issue will greatly help the challenging journey of the Ethiopian economy to maintain its health and move on the path of modernization.
It is very difficult to communicate and move along with the global marketing system while running a marketing application that lacks modernity. Transforming the process of how the trading practice is done is becoming inevitable in all our marketplaces. It makes the issue serious when we think of the famous foreign companies that have entered the country—and are preparing to enter—following the economic reform Ethiopia is carrying out. Eliminating these challenges in time and changing it to a modern marketing process should be one of the main issues.