The Influence of Marketing Strategy Elements on Market Share of Firms
Abstract
The business performance and economic profit of the firm can be summarized in market share. One of the most important
aims of firms is to enhance market share to achieve greater scale in its operations and improve profitability. Due to this,
managers always want to expand their market share. Market share responds to elements of marketing strategy and one of the
important items that affect market share is elements of the marketing mix. The main purpose of this research is to study the
marketing mix influences on market share of polymer sheets manufactures firms in Iran. The result of this study concluded
that product strategy, promotion strategy, pricing strategy and place strategy are important elements to increase the market
share. Thus, the sub-elements of each of the strategies such as product variety, product quality, after-sale service and product
specification (referring to color or size) which are under product strategy; pricing, period of payment, offer of discounts,
which are under the pricing strategy; attendance in trade fair, practicing direct marketing, hiring experience and educated sale
staff, that come under promotion strategy; having safety stock, on-time delivery, and placing of the storeroom in place
strategies which are under the place strategy is important sub-elements to be observed in increasing the share market.