IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v8y2018i3p2158244018800838.html
   My bibliography  Save this article

The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman

Author

Listed:
  • Khalid Suidan Al Badi

Abstract

This study aims to highlight the role of marketing mix (product, price, place, and promotion) on achieving the competitive advantage in the small and medium enterprise (SME) sector in the Al Buraimi Governorate in Oman. This article states the significance of competitive advantage in achieving marketing goals and gaining the satisfaction of customers by using marketing mix concept. A descriptive analysis approach is used to analyze the collected data regarding the level of impact of the marketing mix (product, price, place, and promotion), on the competitive advantage of the SME sector in Al Buraimi. The data have been collected through the use of a questionnaire that is distributed to SMEs in the Al Buraimi region according to the Oman Chamber of Commerce and Industry (OCCI). There were 100 SMEs selected randomly; however, only 75 questionnaires were processed due to missing data. According to the data analysis, the results show that all of marketing mix elements (product, price, place, and promotion) have a significant impact on achieving competitive advantage in the case of Al Buraimi’s SMEs ( p value for all marketing mix elements is less than α = .05). The most effective element when it comes to achieving competitive advantage is price. The SME sector in Al Buraimi 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 Al Buraimi’s SME sector.

Suggested Citation

  • Khalid Suidan Al Badi, 2018. "The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman," SAGE Open, , vol. 8(3), pages 21582440188, September.
    • Handle: RePEc:sae:sagope:v:8:y:2018:i:3:p:2158244018800838
    DOI: 10.1177/2158244018800838
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244018800838
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244018800838?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Festa, Giuseppe & Cuomo, Maria Teresa & Metallo, Gerardino & Festa, Antonio, 2016. "The (r)evolution of wine marketing mix: From the 4Ps to the 4Es," Journal of Business Research, Elsevier, vol. 69(5), pages 1550-1555.
    2. Valérie Mathieu, 2001. "Product services: from a service supporting the product to a service supporting the client," Post-Print hal-01796270, HAL.
    3. W³adys³aw Pêka³a & Piotr Szopa, 2012. "Distribution Channels And Their Roles In The Enterprise," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 6(1), pages 143-150, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Siti Afni ANISAH & Lestari Rahayu WALUYATI & Agus Dwi NUGROHO, 2021. "Could A New Agricultural Auction Market Implement A Good Marketing Mix?," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(2), pages 181-191, June.
    2. Ayanda Deliwe, 2022. "Creating consumer awareness of green products through the 6Ps of societal marketing," GATR Journals jmmr308, Global Academy of Training and Research (GATR) Enterprise.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhang You Tang & Hagos Mesfin, 2020. "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," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 7(1), pages 15-28, November.
    2. Siri Jagstedt & Magnus Persson, 2019. "Using Platform Strategies In The Development Of Integrated Product-Service Solutions," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(04), pages 1-36, May.
    3. Ashkan Faramarzi & Stefan Worm & Wolfgang Ulaga, 2024. "Service strategy’s effect on firm performance: A meta-analysis of the servitization literature," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1018-1044, July.
    4. Marja Toivonen, 2010. "Different Types of Innovation Processes in Services and their Organisational Implications," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 10, Edward Elgar Publishing.
    5. Kindström, Daniel & Kowalkowski, Christian & Sandberg, Erik, 2013. "Enabling service innovation: A dynamic capabilities approach," Journal of Business Research, Elsevier, vol. 66(8), pages 1063-1073.
    6. Nenonen, Suvi & Storbacka, Kaj, 2013. "Finding market focus for solution business development," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(3), pages 123-142.
    7. Peter Qvist-Sørensen, 2020. "Applying IIoT and AI - Opportunities, Requirements and Challenges for Industrial Machine and Equipment Manufacturers to Expand Their Services," Central European Business Review, Prague University of Economics and Business, vol. 2020(2), pages 46-77.
    8. He, Yuanqiong & Lai, Kin Keung, 2012. "Supply chain integration and service oriented transformation: Evidence from Chinese equipment manufacturers," International Journal of Production Economics, Elsevier, vol. 135(2), pages 791-799.
    9. Marko Kohtamäki & Stephan C. Henneberg & Veronica Martinez & Koji Kimita & Heiko Gebauer, 2019. "A Configurational Approach to Servitization: Review and Research Directions," Service Science, INFORMS, vol. 11(3), pages 213-240, October.
    10. Zhou, Dan & Yan, Tingting & Dai, Weiqi & Feng, Junzheng, 2021. "Disentangling the interactions within and between servitization and digitalization strategies: A service-dominant logic," International Journal of Production Economics, Elsevier, vol. 238(C).
    11. Karatzas, Antonios & Daskalakis, George & Bastl, Marko & Johnson, Mark, 2022. "Risky business? Shareholder value effects of service provision," International Journal of Production Economics, Elsevier, vol. 244(C).
    12. Sharma, Vivek & Bhat, Dada Ab Rouf, 2020. "Co-creation and service innovation as performance indicators in the hospitality industry," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 12(2), pages 76-95..
    13. Jovanovic, Marin & Raja, Jawwad Z. & Visnjic, Ivanka & Wiengarten, Frank, 2019. "Paths to service capability development for servitization: Examining an internal service ecosystem," Journal of Business Research, Elsevier, vol. 104(C), pages 472-485.
    14. Faïz Gallouj & Marja Toivonen, 2011. "Elaborating the characteristics-based approach to service innovation: making the service process visible," Journal of Innovation Economics, De Boeck Université, vol. 0(2), pages 33-58.
    15. Collins Kankam-Kwarteng & Francis Osei & Gabriel Asante-Gyabaah & Kofi Ankamah Ferkah, 2022. "Mediation role of service innovation in the effects of knowledge creation on marketing performance of restaurant," Technium Social Sciences Journal, Technium Science, vol. 27(1), pages 620-638, January.
    16. Viitamo, Esa, 2013. "Servitization as a Productive Strategy of a Firm – Evidence from the Forest-Based Industries," ETLA Reports 14, The Research Institute of the Finnish Economy.
    17. Lukas Esser & Mischa Seiter, 2015. "Industrial Service Networks — Spezifika und Überblick über den Stand der Forschung," Schmalenbach Journal of Business Research, Springer, vol. 67(69), pages 1-16, January.
    18. Demeter, Krisztina & Szász, Levente, 2013. "Towards solution based thinking: characteristics of servitization at Hungarian manufacturing companies," Journal of East European Management Studies, Rainer Hampp Verlag, vol. 18(3), pages 309-335.
    19. Pekkarinen, Olli & Salminen, Risto T., 2013. "Developing industrial solution offerings: A framework and management guidelines," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(3), pages 143-170.
    20. Yuli Liu & Mingyi Shang & Jianwei Xu & Lei Zhang & Honglian Hua, 2023. "Value Chain and the Integrated Development of Manufacturing and Modernized Services: A Case Study of Shandong Province, China," Sustainability, MDPI, vol. 15(2), pages 1-25, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:8:y:2018:i:3:p:2158244018800838. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.