The role of strategic marketing in supporting the competitive advantage of container terminals: case study" damietta container handling company"

Abstract EN

This study aims to discuss the role of strategic marketing to supporting the competitive advantage by using competitive marketing strategies of Porter, and the five sources of the competitive advantage (costs, delivery, quality, flexibility and creativity).

This study was looking for guide decision makers for using modern administrative and scientific methods to deal with all different variables efficiently and effectively.

The problem of the study is focused on the extent of the impact of strategic marketing on the competitive advantage to reach the target market share from the government for container terminals, especially the Damietta Container Handling Company (the case study) operates in the Eastern Mediterranean market, and the (study sample) has been identified from stakeholders and dealers with the terminal.

The analytical method based on distributed (221) questionnaire to collect the necessary data from representative samples and (215) were collected, Likert's five was used to measure the variables, Cronbach's Alpha was used to assess confidence, which estimated by (0.948), which that's an Excellent rate as it was greater than (0.80), Pearson's coefficient was used to measure the correlation between independent / dependent variables, ANOVA was used to determine the impact of strategic marketing on competitive advantage, and statistical analysis was done by SPSS program.

The study concluded that the sample members were interested in strategic marketing by choosing the strategy of differentiation focus and the competitive advantage of delivery.