The effect of strategic marketing on creating competitive advantages of the dairy industry in Kosovo
-
DOIhttp://dx.doi.org/10.21511/im.18(4).2022.15
-
Article InfoVolume 18 2022, Issue #4, pp. 174-188
- Cited by
- 590 Views
-
129 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of competitive advantage based on the value of R-square = 0.787, where customized products strategy, price strategy, and distribution strategy were found as important strategies. While innovation strategy and promotion strategy left the model due to the increased value of significance p > 0.05. Through this study, the dairy industry receives feedback on the type of strategy that should be used to create a competitive advantage, more so in the specific case where imports are very high and competition is very fierce.
- Keywords
-
JEL Classification (Paper profile tab)M31, M21, Q13
-
References34
-
Tables13
-
Figures7
-
- Figure 1. Framework of research
- Figure 2. Customized products strategy
- Figure 3. Pricing strategy
- Figure 4. Distribution strategy
- Figure 5. Promotion strategy
- Figure 6. Competitive advantage
- Figure 7. Innovation orientation strategy
-
- Table 1. Reliability of the instrument
- Table 2. Respondent characteristics
- Table 3. Descriptive results for study variables
- Table 4. Correlation matrix
- Table 5. OLS model for variables of the study
- Table 6. Model summary
- Table 7. Multiple linear regression coefficients
- Table A1. Customized products strategy
- Table A2. Pricing strategy
- Table A3. Distribution strategy
- Table A4. Promotion strategy
- Table A5. Innovation orientation strategy
- Table A6. Competitive advantage
-
- Agzamov, A. T., Rakhmatullaeva, F. M., & Giyazova, N. B. (2021). Marketing Strategy for the Competitiveness of Modern Enterprises. International Conference on Scientific, Educational & Humanitarian Advancements (pp. 1-3). Samsun.
- Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing Strategies and Its Influence on Consumer Purchasing Decision. International journal of Rural Development, Environment and Health Research, 5(2), 26-39.
- Amstrong, G., & Philip, K. (2005). Marketing an Introduction. Hoboken: Pearson/Prentice Hall.
- Balabash, O., Ilin, V., Poprozman, N., Kuznetsova, I., Shushpanov, D., & Slavina, N. (2021). Content Strategy in Management of Communications. Independent Journal of Management & Production, 12(3), 232-242.
- Berger, J., Draganska, M., & Simonson, I. (2007). The Influence of Product Variety on Brand Perception and Choice. Marketing Science, 26(4), 460-472.
- Brews, P., & Purohit, D. (2007). Strategic Planning in Unstable Environments. Long Range Planning, 40(1), 64-83.
- Cegliński, P. (2016). Use of strategic marketing management tools in contemporary enterprises. Marketing i Zarządzanie, 46(5), 9-16.
- Chumaidiyah, E. (2014). The Marketing Mix Strategy in Influence to the Competitive Advantage. Proceedings of the 2014 International Conference on Industrial Engineering and Operations Management (pp. 818-826). Bali: IEOM Society.
- Dagnino, G. B., Picone, P. M., & Ferrigno, G. (2022). Temporary Competitive Advantage: A State-of-the-Art Literature Review and Research Directions. International Journal of Management Reviews, 23(1), 85-115.
- Dobni, B. C. (2010). The Relationship Between an Innovation Orientation and Competitive Strategy. International Journal of Innovation Management, 14(2), 331-357.
- Febriansyah, R. (2019). Marketing Mix 7Ps in Islamic Perspective. KnE Social Sciences, 3(13), 619-625.
- Gan, H., Yang, F., Gao, X., & Ma, X. (2021). Resilience promotion strategy of distribution network considering demand response and distributed generation uncertainty. 2021 6th Asia Conference on Power and Electrical Engineering (ACPEE) (pp. 1278-1285). Chongqing: Curran Associates, Inc.
- Hutahayan, B. (2020). The mediating role of human capital and management accounting information system in the relationship between innovation strategy and internal process performance and the impact on corporate financial performance. Benchmarking: An International Journal, 27(4), 1289-1318.
- Ibidunni, O. S. (2011). Marketing Mix as Tools for Achieving Competitive Advantage in Nigerian Market Place: Multi-National and Indigenous Companies in Perspective. Journal of Marketing Development and Competitiveness, 5(7), 81-94.
- Jobber, D. (2007). Principles and practice of marketing (Vol. 1). London: McGraw-Hill publication.
- Kienzler, M., & Kowalkowski, C. (2017). Pricing strategy: A review of 22 years of marketing research. Journal of Business Research, 78, 101-110.
- Kotler, P., & Amstrong, G. (2014). Principles of marketing (15th ed.). Boston: Pearson.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- Kuncoro, W., & Suriani, W. (2018). Achieving sustainable competitive advantage through product innovation and market driving. Asia Pacific Management Review, 23(3), 186-192.
- Lavie, D. (2006). Capability Reconfiguration: An Analysis of Incumbent Responses to Technological Change. Academy of Management Review, 31(1), 153-174.
- Li, S., Kinman, R., Duan, Y., & Edwards, J. S. (2000). Computer-based support for marketing strategy development. European Journal of Marketing, 34(5/6), 515-575.
- Moretti, L. (2019). Introduction to Distribution Strategy. In Management for Professionals (pp. 1-17). New York City: Springer International Publishing.
- Nair, G. K. (2019). Dynamics of pricing and non-pricing strategies, revenue management performance and competitive advantage in hotel industry. International Journal of Hospitality Management, 82, 287-297.
- Narver, J. C., Jacobson, R. L., & Slater, S. F. (1999). Chapter 8: Market Orientation and Business Performance: An Analysis of Panel Data. In R. Deshpande (Ed.), Developing a Market Orientation (pp. 195-216). SAGE Publications, Inc.
- Norris, D., & Ciesielska, M. (2019). Towards a framework for innovation orientation within business and management studies: A systematic review and paths for future research. Journal of Organiyational Change Management, 32(1), 123-144.
- Perreault, W. D., Cannon, J. P., & McCarthy, J. E. (2017). Essentials of marketing: a marketing strategy planning approach. New York City: McGraw-Hill Education.
- Popczyk, W., Gregorczyk, S., & Urbanek, G. (2020). Modele sukcesji zarządzania w przedsiębiorstwach rodzinnych. In W. Popczyk (Ed.), Zarządzanie strategiczne w dobie cyfrowej gospodarki sieciowej (pp. 105-119). Łódź: University of Lodz Repository.
- Pramuki, N. W., & Kusumawati, N. A. (2021). The Influence of Product Innovation, Digital Marketing and Competitive Advantage in Improving the Marketing Performance of Small and Medium Industries in Bali. Proceedings of the 2nd International Conference on Business and Management of Technology (pp. 248-254). Surabaya: Atlantis Press.
- Puspaningrum, A. (2020). Market Orientation, Competitive Advantage and Marketing Performance of Small Medium Enterprises (SMEs). Journal of Economics, Business & Accountancy Ventura, 23(1), 19-27.
- Rapert, M. I., Lynch, D., & Suter, T. (1996). Enhancing functional and organizational performance via strategic consensus and commitment. Journal of Strategic Marketing, 4, 193-205.
- Ritonga, R. R., Ardy, C., Chandra, F. G., Cendana, N. G., & Purba, E. S. (2022). The Effect of Promotion, Price, And Quality of Service On Customer Satisfaction of PT. Aseng Keto Sukses Medan. International Journal of Science, Technology & Management, 3(1), 100-103.
- Sari, Y., & Gultom, A. W. (2020). Marketing Strategy In Effort To Increase Competitive Advantage In Small And Medium Enterprises. Jurnal Ilmiah Manajemen Fakultas Ekonomi, 6(2), 157-169.
- van Lieshout, J. W., Nijhof, A. H., Naarding, G. J., & Blomme, R. J. (2021). Connecting strategic orientation, innovation strategy, and corporate sustainability: A model for sustainable development through stakeholder engagement. Business Strategy and Environment, 30(8), 4068-4080.
- Yasa, K. N., Giantari, K. I., Setini, M., Laksmita, P., & Rehmayanti, D. (2020). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10, 2845-2848.