The Impact of Implementing Marketing Mix Strategies on Increasing Market Share and Achieving Competitive Advantage in an Automotive Parts Manufacturing Company
Keywords:
Marketing mix, competitive advantage, market share, automotive parts industry, pricing strategy, product strategy, structural equation modeling, WASPASAbstract
This study aims to examine how the implementation of marketing mix strategies influences market share and competitive advantage within an automotive parts manufacturing company. This research employed an applied, descriptive–survey design conducted in a field setting. The statistical population consisted of 150 senior managers and experts of an automotive parts manufacturing company, from which a sample of 108 respondents was selected using stratified random sampling based on Morgan’s table. Data were collected through a validated questionnaire developed from theoretical foundations and expert input. Construct validity was confirmed using content validity ratio (CVR), content validity index (CVI), and confirmatory factor loadings. Reliability was verified through Cronbach’s alpha coefficients, all of which exceeded the 0.70 threshold. The data were analyzed using descriptive statistics, structural equation modeling via SmartPLS, and WASPAS multi-criteria decision analysis to prioritize components of the marketing mix. Inferential analyses revealed that all hypothesized relationships were significant. Promotional strategies (β = 0.154, t = 2.265), pricing strategies (β = 0.306, t = 5.187), product strategies (β = 0.103, t = 3.049), brand physical evidence (β = 0.117, t = 2.767), internal processes (β = 0.129, t = 3.644), staff skills (β = 0.212, t = 3.379), and distribution channels (β = 0.196, t = 2.648) had positive and meaningful impacts on market share. Similarly, all components significantly affected competitive advantage, with product strategy showing the strongest effect (β = 0.324, t = 4.277). One-sample t-tests confirmed that all marketing mix elements were perceived at levels significantly above average. WASPAS results ranked staff skills as the most influential factor (Q1 = 0.907). Marketing mix strategies collectively and significantly enhance both market share and competitive advantage, with employee skills, product strategy, and pricing emerging as the most influential strategic levers in competitive manufacturing environments.
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Copyright (c) 2024 Roshank Varshovi (Author); Mohammad Ibrahim Mohammad Porzarandi; Seyed Zabihullah Hashemi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
