Belayneh, Temesgen (PhD)Desalegn, Simegn2018-10-242023-11-042018-10-242023-11-042017-06-18http://etd.aau.edu.et/handle/123456789/13109This 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.en-USMarketing mix strategyProductPriceThesis