Market and Channel Preference of Manufacturing Exporters: A Study of Zimbabwean Companies

Abstract

This article reports the results of a study on market and channel selection and preferences of manufacturing exporters. The main objective of the study is to identify market and channel preferences of Zimbabwean firms. Results show that exporters from Zimbabwe target their exports at developing neighbouring markets. Exporters realise there is a high probability of failure if they focus their effort exclusively at developed markets. Although developed markets absorb a higher proportion of Zimbabwe’s aggregate exports, they take only a very small proportion of purely manufactured exports. Channel selection and preferences show 19% of the exporters using sales offices to spearhead exports in regional markets but preferring agents and distributors in most developed markets.