Research Article
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Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study

Year 2024, Issue: 96, 32 - 58, 24.06.2024
https://doi.org/10.26650/imj.2024.96.1372899

Abstract

In the current era of intense rivalry, organizations must develop effective marketing strategies to differentiate themselves and raise awareness about their products or services. The effective execution of optimal marketing mix strategies possesses the capability to augment brand equity as well as establish a formidable competitive position. Unfortunately, the implications of 4Ps marketing mix strategies on the profitability of petroleum businesses (especially automotive fuels and autogas, or LPG) in Afghanistan have received little attention and have not been adequately investigated. The current study sought to determine the effectiveness of 4Ps marketing mix strategies and their relationship to increasing the petroleum company’s profitability in Afghanistan. A case study approach was used to evaluate the marketing mix strategies applied by Zhakfar Petroleum, operated by the company Zhakfar Logistics and Services Ltd. Primary and secondary data was collected via personal interviews with the CEO, branch managers, finance managers, and the website of the company. Content analysis was used to evaluate the data obtained from both the survey and the sales data of the company. The research suggested that the company employed various marketing strategies related to “Product”, “Price”, “Place”, and “Promotion”, which demonstrated a significant growth rate of 34.51% during three months of marketing campaigns.

JEL Classification : M1

References

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Year 2024, Issue: 96, 32 - 58, 24.06.2024
https://doi.org/10.26650/imj.2024.96.1372899

Abstract

References

  • Aghara, V. N., Nwaizugbo, I. C., Oparah, P. C., & Ifeanyichukwu, C. D. (2018). Sales promotion as a leverage strategy for improving sales and profitability in alcohol beverage industry. International research journal of management, IT and social sciences, 5(4), 18-25. google scholar
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  • Jain, S. C., & Punj, G. (2002). Developing marketing Practices: A framework Approach. Marketing Intelligence and Planning, 7(3), 34-42. google scholar
  • Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of marketing, 57(3), 53-70. google scholar
  • Johnston, W. J., Leach, M. P., & Liu, A. H. (2001). Using case studies for theory testing in business-to-business research: the development of a more rigorous case study methodology. In Getting better at sensemaking (pp. 215-241). Emerald Group Publishing Limited. google scholar
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  • Keramati, A., Ardalan, A., & Ashtiani, P. G. (2012). Relationship between marketing mix and sales performance In the context of the Iranian Steel private firms. International Journal of Arts and Commerce, 1(6), 195-199. google scholar
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  • Khan, S., Steenkamp, P., & Haydam, N. (2012). Marketing mix strategy adaptation: a retail organization’s response to the global economic downturn. Journal of Applied Research in Business and Economics. google scholar
  • Kotler, P., & Armstrong, G. M. (2010). Principles of marketing. Pearson Education India. google scholar
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  • Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the academy of marketing science, 42, 1-21. google scholar
  • Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of marketing. Cengage Learning. google scholar
  • Le Meunier-FitzHugh, K., & Lane, N. (2009). Collaboration between sales and marketing, market orientation and business performance in business-to-business organisations. Journal of Strategic Marketing, 17(3-4), 291-306. google scholar
  • Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and Finance, 11, 335-340. google scholar
  • Louis W. Stern and Adel I. EI-Ansary, Marketing Channels, 3rd ed. (Englewood Cliffs, NJ: Prentice-Hall, 1988). google scholar
  • Lovelock, C. H., & Yip, G. S. (1996). Developing global strategies for service businesses. California management review, 38(2), 64-86. google scholar
  • McCarthy, J. (1964). The concept of the marketing mix. Journal of Advertising Research, June, 2-7. google scholar
  • McGrath, M. (2000). Product strategy for high technology companies. McGraw Hill Professional. google scholar
  • Mihalcea, A. D. (2015). HUMAN RESOURCES AND MARKETING MIX IN OIL & GAS INDUSTRY. Annales Universitatis Apulensis-Series Oeconomica, 17(1). google scholar
  • Möller, K. (2006). The marketing mix revisited: Towards the 21st century marketing by E. Constantinides. google scholar
  • Morimura, F., & Sakagawa, Y. (2018). Information technology use in retail chains: Impact on the standardisation of pricing and promotion strategies and performance. Journal of Retailing and Consumer Services, 45, 81-91. google scholar
  • Nagle, T. T., & Holden, R. K. (1995). The strategy and tactics of pricing Englewood Cliffs. NJ: Prentice Hall. Naman, JL and DP Slevin (1993)," Entrepreneurship and the Concept of Fit: A Model and Empirical Tests," Strategic Management Journal, 14, 137-54. google scholar
  • Neri, A., Cagno, E., Lepri, M., & Trianni, A. (2021). A triple bottom line balanced set of key performance indicators to measure the sustainability performance of industrial supply chains. Sustainable Production and Consumption, 26, 648-691. google scholar
  • Neubauer, B. E., Witkop, C. T., & Varpio, L. (2019). How phenomenology can help us learn from the experiences of others. Perspectives on medical education, 8, 90-97. google scholar
  • Niazi, N., Rashid, M., & Shamugia, Z. (2021). Role of Marketing Mix (4Ps) in Building Brand Equity: Case Study of Shell Petrol, UK. International Journal of Applied Business and Management Studies, 6(1), 2021. google scholar
  • Pajhwok Afghan News. (2020, October 26). Afghanistan’s Petroleum Potential and Investment Opportunities. Access time: 17 May 2023, Retrieved from https://www.pajhwok.com/en/2020/10/26/afghanistan%E2%80%99s-petroleum-potential-and-investment-opportunities google scholar
  • Palmatier, R. W., & Crecelius, A. T. (2019). The “first principles” of marketing strategy. Ams Review, 9, 5-26. google scholar
  • Parment, A., Kotler, P., & Armstrong, G. (2021). Principles of Marketing: Scandinavian Edition. Pearson Higher Ed. google scholar
  • Paterson, A. (2005). Understanding Markets in Afghanistan: A Study of the Market for Petroleum Fuels (No. 298-2016-4739). google scholar
  • Pitt, L., Berthon, P., & Berthon, J. P. (1999). Changing channels: the impact of the Internet on distribution strategy. Business Horizons, 42(2), 19-28. google scholar
  • Porter, M. E. (2011). Competitive advantage of nations: creating and sustaining superior performance. simon and schuster. google scholar
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There are 86 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Mir Abdullatif Yahya 0000-0002-3699-2983

Publication Date June 24, 2024
Submission Date October 12, 2023
Acceptance Date January 15, 2024
Published in Issue Year 2024 Issue: 96

Cite

APA Yahya, M. A. (2024). Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study. Istanbul Management Journal(96), 32-58. https://doi.org/10.26650/imj.2024.96.1372899
AMA Yahya MA. Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study. Istanbul Management Journal. June 2024;(96):32-58. doi:10.26650/imj.2024.96.1372899
Chicago Yahya, Mir Abdullatif. “Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study”. Istanbul Management Journal, no. 96 (June 2024): 32-58. https://doi.org/10.26650/imj.2024.96.1372899.
EndNote Yahya MA (June 1, 2024) Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study. Istanbul Management Journal 96 32–58.
IEEE M. A. Yahya, “Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study”, Istanbul Management Journal, no. 96, pp. 32–58, June 2024, doi: 10.26650/imj.2024.96.1372899.
ISNAD Yahya, Mir Abdullatif. “Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study”. Istanbul Management Journal 96 (June 2024), 32-58. https://doi.org/10.26650/imj.2024.96.1372899.
JAMA Yahya MA. Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study. Istanbul Management Journal. 2024;:32–58.
MLA Yahya, Mir Abdullatif. “Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study”. Istanbul Management Journal, no. 96, 2024, pp. 32-58, doi:10.26650/imj.2024.96.1372899.
Vancouver Yahya MA. Effects of 4Ps Marketing Mix Strategies on Profitability Enhancement of Petroleum Companies in Afghanistan – A Case Study. Istanbul Management Journal. 2024(96):32-58.