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

Zhang You Tang and Hagos Mesfin
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Zhang You Tang: School of Management, Wuhan University of Technology, Wuhan, PR. China
Hagos Mesfin: School of Management, Wuhan University of Technology, Wuhan, PR. China

International Journal of Management Science and Business Administration, 2020, vol. 7, issue 1, 15-28

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.

Keywords: Marketing mix, Competitive advantage, SME; City government of Addis Ababa, Ethiopia (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:7:y:2020:i:1:p:15-28

DOI: 10.18775/ijmsba.1849-5664-5419.2014.71.1002

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