The Impact Of Marketing Mix Strategy On Organizational Profitability In The Case Of Horizon Addis Tyer S.c

This research paper investigates the impact of marketing mix strategy on organizationalrnprofitability in the case of Horizon Addis Tyre Share Company. The survey research designrnmethod was used in this study which involves using a questionnaire in collecting data from fortyrnsix (46) respondents. The instrument used in this study is a close-ended questionnaire.rnCorrelation coefficient and multiple regression analysis were used to analyze the data with thernaid of statistical package for social sciences (SPSS) version 20. The results show that thernindependent variables (i.e Product, Price, Promotion and Place) were significant jointrnpredictors of business performance in term of profitability (F(4, 40) = 41.449; R2 = 0.806;rnP

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