The role of marketing management in supporting the competitive advantage of organizations(an applied study on food industry organizations in egypt)‎

Abstract EN

The idea of competition became the main interest for organizations to achieve some degree of competitive advantage or excellence over their competitors.

On the strategic level, the use of the marketing as an activity of value chain which can achieves competitive advantage for organizations, the researcher selects the (4ps) to express the marketing management as an independent variable, and select the customer value to express the competitiveness of food industry organizations as a dependent variable.

In this research will examine the relationship between the (4ps)as a selected item to express the marketing management and the customer value as a selected item to express the organization's competitiveness.

This research will explain the relationship between the marketing management as an activity of value chain practices and achieving the competitive advantage in food industry organizations, especially in those organizations which are working in producing juices.

Additionally, this research tempts to show how these organizations through using the value chain activity (marketing management) can attain their competitive advantage.

The researcher use the multiple regression to determine the nature of relationship between the independent variable and the dependent variables, the multiple regression measure the relationship between (the marketing as an activity of value chain) as an independent variable and (the competitiveness of food industry organizations) as a dependent variable.

The results of this research show that there is a statistically significant relationship between the marketing mix (product, price, place and promotion) and the customer value, that this relationship is positive and strong.

also any increase or decrease in the (4ps) as a selected item to express the marketing management will explain the increase or decrease of achieving the competitiveness of food industry organizations which is customer value.