Marketing obstacles faced by non-oil commodity exports in the Republic of Yemen

Referring to some agricultural and fish products

Abstract

This study investigates the marketing obstacles facing non-oil commodity exports in the Republic of Yemen, with a specific focus on selected agricultural and fish products. The research adopted a descriptive-analytical approach, utilizing primary data collected through a questionnaire targeting specialists in marketing and exportation, in addition to secondary data from official sources. The findings revealed that the Yemeni economy is almost entirely dependent on oil exports, which account for approximately 90% of total exports , rendering it a unilateral economy vulnerable to global oil price fluctuations. Key identified obstacles include the absence of scientific marketing research for foreign markets , weak coordination among export-related authorities , and the lack of effective support for exporters through specialized funds or banks. The study also showed that the expansion of Qat cultivation consumes significant water resources at the expense of strategic cash crops like coffee. The research concludes that developing non-oil exports requires establishing specialized marketing research centers , providing genuine support to exporters, improving product quality, and activating the role of trade ports.