Abstract:
The study sought to find out effect of marketing mix strategies on profitability of the
organization in the case of Tsehay Roschili Industrial and Agricultural Engineering. The
major objective of this study was to investigate the effect of marketing mix strategies on
the profitability of the organization. This study applied quantitative approach to test
objectively the effect of marketing mix strategies on profitability. The population of this
study was all employees and management members of Tsehay Roschili Industrial and
Agricultural Engineering. Both primary and secondary data were used for this study. The
study used Descriptive& Explanatory research design to describe the marketing mix
strategy practices and to explain and predict the relationship between independent and
dependent variables. Primary data was collected using questionnaires. The data
collected from questionnaires was summarized, coded and analyzed with the help of
statistical package for social science (SPSS version 24). The study results of correlation
analysis indicate that there was a statistically significant and positive relationship
between marketing mix strategies (product strategy, pricing strategy, promotion strategy
and place/distribution strategy) and profitability of the organization (with r=0.506,
r=0.504, r=0.540, r=0.534) respectively at a significant value less than 0.01. The
regression coefficient result indicates that product strategy, pricing strategy, promotion
strategy and place/distribution strategy has significant and positive effect on profitability
of the organization with beta value β=0.258(P<0.05), β =0.260 (P<0.05)
β=0.262(P<0.05), β =0.261 (P<0.05) respectively. From this result we can conclude that
marketing mix strategies (product, pricing, promotion, and place/distribution) could be
seen as strategies to improve the desired effect in order to promote organizational
profitability. This study therefore, recommends Tsehay Roschili Industrial and
Agricultural Engineering should properly implement marketing mix strategies (product
strategy, pricing strategy, promotion strategy and place/distribution strategy) to enable
organizational success.
