Though several studies have been undertaken by different individuals and institutions so as to assess the rationale behind establishing stock exchange market in Ethiopia, no one has examined how corporations should finance their assets in the absence of efficient capital markets. Thus, the objective of the study was to assess potential equity investors and thereby develop marketing strategies for share companies equity instruments in Ethiopia. In order to address the objective, the study adopted both descriptive and inferential statistics. The finding shows that the potential equity investors in Ethiopia could be ranked as financial institutions, Diasporas and institutional investors respectively. Accordingly, the marketing strategies that firms should employ are approaching the potential investors physically, advertising using different mass-media and internet, and also participating in national and international business forums.

Keywords: Potential investors, Equity investors, Stock exchange marketing, Institutional investors.