Research on the Effect of Marketing Mix on the Competitive Advantage: A Study of Selected Small and Medium Enterprises in Bole Sub City, Addis Ababa, Ethiopia

Abstract

Small and Medium Sized Enterprises are the backbone of every major economy, and empirical studies prove that small firms are more efficient and innovative in their operation, product development and marketing policies. The aim of this study is to highpoint the significant of the marketing mix (product, price, place, and promotion) on attaining the competitive advantage in the small and medium enterprise (SME) sector in the Addis Ababa city Administration Ethiopia. This journal states the significance of competitive advantage in attaining marketing goals and ahead of the satisfaction of customers by using marketing mix concept. A descriptive analysis approach is used to analyses the collected data about the level of impact of the marketing mix (product, price, place, and promotion), on the competitive advantage of the SME sector in Addis Ababa. The data have been collected through the use of a questionnaire that is distributed to SMEs in the Addis Ababa city Administration rendering to the City government of Addis Ababa job and enterprise development bureau creation. There were 200 SMEs selected randomly; though, only 150 questionnaires were managed because of missing data. Based on the data analysis, the results show that all of marketing mix elements (product, price, place, and promotion) have a significant impact on realising competitive advantage in the case of Addis Ababa City SMEs (p- value for all marketing mix elements is less than α =0.05). The foremost viable component when it comes to accomplishing competitive advantage is the price. The SME sector in Addis Ababa should develop its product’s quality, distribution channels, and promotion policies to face the local and international competitors. The marketing mix and competitive advantage represent a relatively new orientation in Addis Ababa City SME sector.

The Role of Islam Capital as a Moderator of the Relationship Between Entrepreneurial Behavior on Individual Career Development in Multilevel Marketing Tupperware Distributors in Bandar Lampung City

“…Entrepreneurial Behavior or business behavior is entrepreneurial behavior to identify and exploit opportunities by creating or developing new businesses from existing opportunities [8]. The embodiment of the character, nature and character of entrepreneurship appears in the form of entrepreneurial behavior with the following characteristics: 1) diligent in trying, 2) responsive to opportunities, 3) innovative, 4) daring to take risks, 5) independent.…”

“…Criteria Testing the moderating effect is carried out in three stages where according to [17], testing the moderating effect is carried out by examining the effect of the independent variable on the dependent variable which must have a significant value, then proceed to test the effect of the moderating variable on the dependent variable which must have a significant value, and Finally, testing the interaction and moderator variables, if the value is significant, the main model effect is not significant, when the t-statistic value is > t-table value with a significance level of 0.05 or p-value <0.05, then the moderation is acceptable. Entrepreneurial Behavior or behavior business is entrepreneurial behavior to identify and exploit opportunities by creating or developing new businesses from existing opportunities [8].Entrepreneurial behavior is needed so that an entrepreneur can develop and be full of calculation [12]. In the process of forming entrepreneurs, it requires the development of human resources, including how people carry out entrepreneurial activities, in this case MLM distributors, entrepreneurial goals, the decision-making process to enter MLM.…”

A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms

“…"The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market" (Tang & Mesfin, 2020). According to Kotler (2015), marketing strategies, referred to as product, price, place and promotion, are strategies that organizations use to react to market and internal forces that enable an organization to achieve objectives like sales performance.…”