Browsing by Author "Abayneh, Zekarias"

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    Impacts Of Marketing Mix Strategy On Organizational Profitability In The Case Of Automobile Dealers In Addis Ababa City
    (Addis Ababa University, 2019-06) Abayneh, Zekarias; Tefera, Belaynesh (PhD)
    The general objective of this study was to investigate the impact of marketing mix strategy on organization profitability in the case of automobile dealers in Addis Ababa city. The focus of the study was on those automobile dealers located in Addis Ababa city which have registered and gained a license from ministry of trade and industry. To achieve the objective of this study, data was collected through questionnaires from a population of 50 dealers. Census survey was employed in the study with Statistical Package for Social Science (SPSS) version 20.00 used in the analysis. The data collected from the questionnaire were analyzed using Statistical tools such as mean, standard deviation, correlation, and multiple regression analysis. The results of this study indicate that, all the 4Ps marketing mix elements (product, price, promotion and place) have positive relationship with organizational profitability. The finding of this study also indicates that place and price have a strong positive relation and significant effect on profitability. Place has the strong indicator of profitability followed by price. On the contrary, product and promotion have positive but insignificant effect on profitability. Furthermore, the 4Ps marketing mix elements (product, price, promotion and place) significantly explain 85.3% of the variations in the organizational profitability. The outcome of study will enhance the implementation of proper marketing mix strategy in the increase of profitability and to cope up the competitive business. In general, to ensure the profitability of the organization, it has to asses regularly the marketing strategy related to the 4Ps.