The Role of Strategic Marketing in Supporting the Competitive Advantage of Container Terminals: Case Study Damietta Container Handling Company
| المصدر: | مجلة البحوث المالية والتجارية |
|---|---|
| الناشر: | جامعة بورسعيد - كلية التجارة |
| المؤلف الرئيسي: | Eldesouky, Shehab Eldin Saad Saad (Author) |
| مؤلفين آخرين: | Ibrahim, Mohamed Ali (Advisor) , Eshra, Nevine (Advisor) , Mohamed, Noha Beshir (Advisor) |
| المجلد/العدد: | ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2022
|
| الشهر: | أكتوبر |
| الصفحات: | 66 - 87 |
| DOI: |
10.21608/jsst.2022.153491.1451 |
| ISSN: |
2090-5327 |
| رقم MD: | 1334501 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Strategic Marketing | Competitive Marketing Strategies | Competitive Advantage
|
| رابط المحتوى: |
عدد مرات التحميل
10
| المستخلص: |
This study aims to discuss the role of strategic marketing in 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 to guide decision-makers in 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 is based on distributed (221) questionnaire to collect the necessary data from a representative sample and (215) questionaires 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. |
|---|---|
| ISSN: |
2090-5327 |
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