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

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.