A study of the factors affecting the export performance of the food and beverage manufacturing firms in Zimbabwe

Abstract

The study investigated the factors affecting the export performance of the food and beverage manufacturing firms in Zimbabwe. A mixed sequential approach using qualitative and quantitative techniques was used. The study found that product and place (distribution) have been the most adapted marketing-mix strategies (out of the 4Ps that are a fundamental aspect of the marketing literature) for the firms, with promotion and price highlighted as the least adapted strategies. The study confirms positive relationship between international experience, export commitment, and export-marketing-mix strategy (4Ps), with export performance. Export commitment, place, product and foreign market attractiveness have emerged as strong antecedents (precursors) of export performance in the study.