Volume 20, No. 1, 2023
Marketing Strategies And Their Impact On The Competitive Advantage Of Business Organizations: Applied Research In The General Company For Dairy Products - Abu Ghraib/Baghdad
Prof. Dr Rabie Yaseen Saud
Abstract
The research aims to determine the impact of marketing strategies dimensions (offensive marketing strategy, defensive marketing strategy, rational marketing strategy) and their impact on achieving a competitive advantage dimension (Services excellence, Low costs). A new research model and the related hypotheses were developed based on the theories and past studies in the marketing field. The method uses a random data collection sample, where 300 respondents answered the questionnaires distributed in the General Company for Dairy Products - Abu Ghraib and Analysis using SmartPls V.3.3.5. The research findings demonstrate that the company effectively implements marketing strategies, which directly contribute to its competitive advantage. Internal factors such as marketing strategies significantly influence the overall performance of the organization, impacting various functional areas including production, marketing, human resources management, and financial management. The availability and proper utilization of marketing strategies enable businesses to operate more efficiently, make informed decisions, and achieve a competitive edge. Recommendation the company focus on identifying and meeting customer needs to enhance loyalty while conducting market research to understand competitors and their strategies. Also, the company should strive to maximize the role of marketing strategy to impact its competitive advantage effectively. It is also crucial to consider the dimensions of competitive advantage when developing a marketing strategy aligned with the company's goals. These recommendations provide practical guidance for the company to enhance its market position, increase effectiveness, and leverage marketing strategies for sustained success.
Pages: 233-251
Keywords: Marketing Strategies, Competitive Advantage, Business Organizations.