Determinants of Rose Flower Market Supply and Opportunities; The Case of EthioAgri-CEFT Private Limited Company, Holeta Town, Oromia Region, Ethiopia

With over 50,000 people employed in both permanent and temporary positions, the flower industry plays a crucial role in creating job opportunities and contributing to the country's economy. This underscores the importance of continued support and investment in this sector. We were also impressed by the fact that Ethiopia has become a major player in the global flower market. The country's export-oriented approach has enabled it to compete with other top flower-producing countries, such as Kenya and Ecuador. This not only showcases Ethiopia's potential and capabilities in the flower industry, but also serves as a source of pride for the country. The study also highlighted some of the challenges faced by the Holeta flower farm, such as access to market information. This is a crucial aspect that can greatly affect sales volume and profitability. Therefore, it is essential for stakeholders to collaborate and develop strategies to improve access to market information, which will ultimately benefit the entire industry. Furthermore, the study identified several determinants that significantly influence sales volume, including the sex and education level of employees, product type, competition, and farm size. This information can be used by the Holeta flower farm and other industry players to better understand their market and make informed decisions to improve sales and profitability. We appreciated the use of both primary and secondary data in this study, as well as the thorough analysis using descriptive and inferential statistics. The inclusion of tables, figures, and STATA software also made the findings more comprehensible and reliable. We hope that the findings and recommendations from this study will be utilized to design effective interventions and strategies for the sustainable growth and success of the industry.