International Journal of Transformations in Business Management

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Abstract

The Impact of The Marketing Mix Cost Leadership Strategy on The Market Share of Baghdad Soft Drinks Company

Dr. Nawras Sahib Khalil Al-Hussaini

Faculty of Management and Economics ,Waist University, Iraq

Dr. Saad Musa Mahmeed Al-Ogaili

Faculty of Management and Economics ,Waist University, Iraq

Ali Abdulmunem Mahdi Alrikabi

Faculty of Management and Economics ,Waist University, Iraq

BENAHCENE Ahcene Salaheddine

Bordj Bou Arreridj University, Economic studies laboratory on Industrial zones in light of the new role of the university, Algeria

145-169 Vol: 11, Issue: 4, 2021
Receiving Date: 2021-10-28
Acceptance Date: 2021-11-24
Publication Date: 2021-12-01
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Abstract

ABSTRACT
The Research concluded that the marketing mix cost leadership strategy by soft drinks company is appropriate positive and achieve its objectives toward gaining market share, but with varying degrees and different levels of each element of the four mixes (product design, pricing, promotion, distribution) so that the process of reducing the cost of the marketing mix has become the goal of seeking a mechanism for most of the companies, to achieve the objectives of the Research, a questionnaire has been adopted as an indicator or as standard help the company sample Research of knowledge and increase market share the sample included (50) identification. Following the purpose of the Research, one major hypothesis was formulated using a combination of statistical tools (SPSS, vr.26). The Research came out with a series of conclusions and recommendations consistent Research concluded that there is a statistically significant relationship between the marketing mix market share out of the Research made several recommendations, the most important of which: promote the interest of the elements of the marketing mix in general as it has a significant impact on the share of the market.

Keywords: Soft Drinks Company; cost leadership strategy; marketing mix; market share

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