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Janet Sandra - 19SJCCMIB023

Maria Amulya - 19SJCCMIB027
Martina Roshini - 19SJCCMIB028
Priscilla Sharon - 19SJCCMIB030
Rajatha - 19SJCCMIB047
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SOCIO-CULTURAL ANALYSIS OF ETHIOPIA
Language
Ø It’s a multi-ethnic state with variety of language.
Ø Only African country with its own written and spoken language.
Ø Ethiopia consists of 84 languages ,the main one called Amharic the official language.
Ø Geʿez the ancient language.
Religion
ØThe perception of Ethiopia as an Island of Christianity in a sea of Islam.
ØIslam and Christianity was introduced in Ethiopia in the 4th and 7th century.
ØAnimist who worship a variety of African deities.
Food and Clothing
ØInjera – staple food of every meal bread made from teff grain.
Ø Honey wine called Tej.
ØCoffee ceremony is a common ritual.
ØThe dress of Habesha and Shamma.
ØEthiopian clothing e-com website became fully functional in 2015.
Traditional beliefs and Behavioral characteristics
ØBuda or ( Bouda) – evil eye belief
ØEthiopia is rich in folk belief.
Ø“Unity in diversity” being the distinct
feature
ØSociety is very hierarchical and wealth
brings respect and recognition.
ØEthiopians live a communal life .
ØTrust being the major factor in Ethiopians.
Economic Analysis
Ø Current population -11,49,63,588
Ø Working population-15 to 65 aged Ethiopian population amount to 81.69%.
Ø Age distribution - 15 to 65 age
Ø Density of Population- 104.11 people per square kilometer .
Income
ØGDP- $ 253 billion
ØPer Capita Income- $650
ØAverage Family Income- 8900 ETB p.a
Natural Resources and Exchange rates
ØEthiopia has small reserves of gold, platinum, copper, potash and natural gas.
ØIt has extensive hydropower potential.
ØOut of total land area 20% is under cultivation.
Ø1 Ethiopian Birr equals to 1.99 Indian Rupees.
Major Industries/ Business
ØAgriculture, Construction, Manufacturing, Resources and energy, Tourism , Food processing,
Leather, Chemicals etc.
 Political Ideology and Role of Politics

Ø The 1994 constitution created ethnically based regional states and two ABIY AHMED (PRIME MINISTER)

self-governing administrations, the cities of Addis Ababa and Dire

Dawa.
Ø Members of the former are directly elected to a five-year term.
Ø The government is a republic with a powerful prime minister as head
of government and a titular president as head of state.
Ø Almost one party rule (EPRDF)
Ø HPR has 547 seats and HF has 108 seats.
Ø In the 2000s women held about one-fifth of the seats in both
legislative houses
 JAPAN

ITALY

THE UNITED STATES OF AMERICA

INDIA

CHINA

EGYPT
STARBUCKS
ØOpened in 1971 at Seattle, USA

ØNamed after the first mate in the classic novel Moby Dick

ØLargest coffee-house chain in the world

 Whipped cream
Starbucks wasn't Different colored
and caramel
founded by coffee aprons mean
drizzles can go on
connoisseurs something
any drink for free

If you buy
There are
Starbucks beans, You can order
customized mugs
baristas will grind discontinued drinks
for every city
them for you

Loyal customers go
The original logo
to Starbucks 16
was rated "R"
times per month
 Marketing Strategies
Product
Ø Product Segmentation

Ø Branding

ØPackaging
Price

Ø Government Quoted Price

Ø Retail Price

Ø Geographical Pricing

Ø Promotional Pricing
PLACE
ØImporting

ØRetail outlets

ØAccess to the best coffee

ØOnline Websites
PROMOTION
ØAuthenticity

ØQuality

ØTrademark
References:
Ø UKEssay. (2018). Coffee Marketing in Ethiopia. Retrieved from
https://www.ukeassays.com/eassys/economics/coffee-marketing-ethiopia-5584.php?vref=1
Ø Coffee Sesh. (2020). The best coffee brands from Ethiopia on the Market. Retrieved from
https://coffeesech.com/best-coffee-brand-from-ethiopia/
Ø Tsegaye Tadesse. (2006). Starbucks blocks Ethiopian coffee framers. Retrieved from
https://www.reuters.com/article/businesspro-britain-starbucks-dc-idUSL2662837520061026
Ø Trading Economic. (2020). Ethiopia-Employment to Population Ratio. Retrieved from www.tradingeconomics.com
Ø Macro trends. (2020). Ethiopia Population Density. Retrieved from www.macrotrends.net
Ø Salary explorer. (2020). Average Salary in Ethiopia. Retrieved from www.salaryexplorer.com
Ø Dr. P. Nandeeswara Rao, Tassew Dufera Tolcha. (2016). Determinants of Real Exchange Rate in Ethiopia,
International Journal of Research Granthaalayah, Vol 4(6). Retrieved from www.granthaalayah.com
Ø Rodrigo. (2012). Supply Chain Management in Starbucks and its impact on Company Performance. Retrieved from
https://writepass.com/journal/2012/11/supply-chain-management-in-starbucks-and-its-impact-on-company-
performance-2/
Ø Marketing Week. (2008). Ethiopia creates quality coffee brands. Retrieved from
https://www.marketingweek.com/ethiopia-creates-quality-coffee-brands/
THANK YOU