The Impact of Marketing Mix Strategy on organizational Profitability in the case of Horizon Addis Tyer S.C
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Date
2017-06-18
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Addis Ababa University
Abstract
This research paper investigates the impact of marketing mix strategy on organizational
profitability in the case of Horizon Addis Tyre Share Company. The survey research design
method was used in this study which involves using a questionnaire in collecting data from forty
six (46) respondents. The instrument used in this study is a close-ended questionnaire.
Correlation coefficient and multiple regression analysis were used to analyze the data with the
aid of statistical package for social sciences (SPSS) version 20. The results show that the
independent variables (i.e Product, Price, Promotion and Place) were significant joint
predictors of business performance in term of profitability (F(4, 40) = 41.449; R2 = 0.806;
P<.05). The independent variables jointly explained 80.6% of variance in profitability.
Subsequently, recommendation were made to Horizon Addis Tyre Share Company to
produce quality products; charge competitive prices, position appropriately, , engage in after
sales service and provide other distinctive functional benefits to consumers.
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Keywords
Marketing mix strategy, Product, Price