White pea bean was the dominant bean types that Ethiopia exported over years. Europe was the major (<76 %) and traditional consumer. The producer share from haricot bean export price was estimated to be about 56 percent. Ethiopia’s export growth was attached only with market effect. The sensitivity of market share to price ratio in the long run. The poor haricot bean export performance, sensitivity of market share to change in unit value ratio, and the likely increasing world competition due to increasing demand implied that, Ethiopia has to increase its competitiveness in haricot bean trade by improving the bargains power, improving production and quality, improving the seed system, promoting the organicness of the product, and improving the marketing skills of producers and exporters, among others. Moreover; The benefit of small farmers could be realized through linking small farmers to export market.That is, competitive advantage is a means to get front and shady chair of market champion. This actually demands supplying quality produce regularly in the required quantity and time at competitive price.