Marketing strategy and its impact on increasing market share: A case study of Asia Cell telecommunications companies in the Holy Governorate of Karbala

Abstract

The current research aims to determine the impact of the marketing strategy in increasing market share. The researcher conducted a field study in the telecommunications company in the holy governorate of Karbala. The community included marketing managers and individuals working in the management of the telecommunications company, distributing 50 questionnaires, Adopting the descriptive analytical approach to reach the research results and obtain information, as the five-point Likert scale was used in the research, and statistical methods were adopted to analyze the data in the JASP statistical program (percentages, weighted arithmetic mean, standard deviation, correlation coefficient, multiple linear regression, F test to determine the quality of the standard model, T test to determine the significance of the standard model, and the R2 coefficient, the one-way analysis of variance). To determine the reliability rate between of the questionnaire, rely on the Cronbach alpha coefficient and the McDonald omega coefficient. The most prominent results were the presence of a significant correlation between the marketing strategy that included (market segmentation and the electronic marketing mix) and increasing market share. The research also found a statistically significant effect of the marketing strategy and increasing market share. The most prominent recommendations that are expected to help other telecommunications companies know and consolidate the concept of marketing strategy and the extent to which companies operating with this concept can advance this concept to avoid the risks that threaten the future of telecommunications companies.