Vol. 18, N°2 (2023)

144

132

The impact of the Marketing Mix on achieving Competitive Advantage in the Iraqi General Company for Cement Production

Résumé

The study is intended to observe and focus on the influence of the marketing mix - product, pricing, promotion and distribution to achieve a competitive advantage - quality, cost, delivery time and creativity in The Iraqi General Company for Cement Industry in Iraq. The problem of the study can be summed up the marketing opportunities are limited as there are a lot of competitive products and companies to get the highest market proportion by having a competitive advantage to a certain company rather than another. Obviously, it's significant to have an active mix marketing to get more marketing opportunities than other competitors by getting unique competitive advantages in terms of the marketing activities. Moreover, this study is also aimed to determine the correlations and impact of marketing mix on achieving competitive advantage in the Iraqi company. In addition, it's interested in distinguishing the current level of the marketing mix in the company. Furthermore, the study is focused on determining the efficiency and capacity of marketing mix elements to achieve a competitive advantage in which the company gets more unique than other competitors, and then make suggestions that can help senior management improve these elements of to achieve competitive advantage.                          

The factories of Najaf and Kufa have been selected. The questionnaire is used as a main tool for data collection (200) questionnaires are distributed to the employees of the relevant departments. The study is concluded that there is a statistically significant effect relationship of the marketing mix on achieving the competitive advantage in the Iraqi company. Accordingly, the researcher has recommended a set of essential recommendations as giving more attention to the pricing element in the marketing mix because of its direct impact on the customer loyalty and his choices through surveying the prices, It's also recommended adopting a pioneering strategy in the field of price reduction, and focusing on the strategy of reducing production costs, it's crucial to activate  the research and development departments in the company, working to replace the wet method with the dry one, it's necessary to use a kind of creative marketing methods. Likewise, it's vital that the promotional activities should be paid more attention.

Comment citer cet article

أحمد الفريخة و طارق حسن العبادي (2023) " تأثير المزيج التسويقي في تحقيق الميزة التنافسية في الشركة العراقية العامة لصناعة الاسمنت" المجلة العالمية لإدارة الأعمال و التكنولوجيات، المجلد 18، العدد2 جوان، ص34-53.