Vol: 11, Issue: 4 2021

Page: 145-169

The Impact of The Marketing Mix Cost Leadership Strategy on The Market Share of Baghdad Soft Drinks Company

Dr Nawras Sahib Khalil Al-Hussaini, Dr Saad Musa Mahmeed Al-Ogaili, Ali Abdulmunem Mahdi Alrikabi, BENAHCENE Ahcene Salaheddine

ABSTRACT The Research concluded that the marketing mix cost leadership strategy by soft drinks company is appropriate positive and achieve its objectives toward gaining market share, but with varying degrees and different levels of each element of the four mixes (product design, pricing, promotion, distribution) so that the process of reducing the cost of the marketing mix has become the goal of seeking a mechanism for most of the companies, to achieve the objectives of the Research, a questionnaire has been adopted as an indicator or as standard help the company sample Research of knowledge and increase market share the sample included (50) identification. Following the purpose of the Research, one major hypothesis was formulated using a combination of statistical tools (SPSS, vr.26). The Research came out with a series of conclusions and recommendations consistent Research concluded that there is a statistically significant relationship between the marketing mix market share out of the Research made several recommendations, the most important of which: promote the interest of the elements of the marketing mix in general as it has a significant impact on the share of the market.