PRODUCT MIX AND MARKETING ANALYSIS FOR COMPETITIVENESS

Galina Georgieva

Abstract


The report analyzes the strategic role of marketing and product mix management in achieving sustainable competitive advantage under conditions of globalization, digitalization, and hypercompetition. The main challenge is how to build lasting differentiation in a market where products and services are easily imitated. The goal is to demonstrate that in-depth market analysis and precise management of the extended marketing mix (7P: product, price, distribution, promotion, people, processes, physical evidence) are the operational tools for achieving leadership positions.  According to the analysis, sustainable competitive advantage is realized through one of Porter’s two strategies: cost leadership (through optimization of the elements price and processes) or differentiation (through the creation of a unique offer). It is important that differentiation is achieved not only through innovations in the product itself (quality, design, branding), but also through the unique integration and excellent implementation of all mix elements. This holistic, hard-to-imitate combination forms a unique selling proposition (USP), which is the foundation of long-term growth.


Keywords


unique competitive advantage, sustainable differentiation, marketing mix, product mix, cost leadership, unique selling proposition.

References


Kotler, Philip (Kotlar, Filip). Marketing Management (Marketing menidzhmant). (Razlichni izdaniya). Osnoven iztochnik za kontseptsiite za marketingov miks, STP i pazaren analiz.

McCarthy, E. Jerome (Makkarti, E. Dzheram). Basic Marketing: A Managerial Approach. Homewood, IL: Richard D. Irwin, 1960. Za vavezhdane na kontseptsiyata za 4P.

Porter, Michael E. (Portar, Maykal E.). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press, 1980. Za kontseptsiite za konkurentno predimstvo, diferentsiatsiya, razhodno liderstvo i Modela na Pette sili.

Dzhandarmov, P. D. Osnovni nasoki za podobryavane na marketingovata deynost firma „PD GRUP” EOOD, Sp. Inovatsii i predpriemachestvo, br.1-2, s. 22-29 ISBN 1314-9180, 2014.

Dzhandarmov, P. D. Metodi za vzemane na resheniya za formirane i razvitie na produktoviya miks, Sp. Inovatsii i predpriemachestvo, br. 2 , s. 26-36 ISBN 1314-9180, 2014.


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