Export Performance Assessment: A Case Study of MAA Garment Factory

In the age of Globalization firms need to compete internationally to stay in business. Export remains the most widely used entry mode to international business for its less risk and costs involved. MAA garment has been in the export business for about seven years starting from the beginning of 2004 but has not conducted any systematic assessment of its exports yet. The study has assessed the export performance of the MAA garment based on different dimensions that have direct relevance to the export performance construct. Both primary and secondary sources of data are used to assess the export performance. Export Data for the years 2004/5 up to 2008/9 are used and the company managers are interviewed for analysis. Results show that despite the prevalence of some strong sides the company’s export performance was at a low stage compared to company goals and major competitors. Recommendations for enhanced performance of exports of the company are also forwarded by the researcher.