The implications of the Blue Ocean Strategy on marketing performance: an analytical study of the opinions of a sample of workers in Asiacell Telecom in Iraq

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Thabet Abdul Majeed Turki, Dr. Ramadan Khemakhem

Abstract

The study aimed to identify how a company can harness the Blue Ocean Strategy as a new competitive strategy in improving marketing performance, as well as identifying the reality and level of application of the Blue Ocean Strategy in the company.


A hypothetical scheme has been developed to explain the nature of the relationship between the main study variables and their subdivisions of blue ocean strategy (eliminate, reduce, raise, innovation) and marketing performance represented by their dimensions (market share, profitability, sales volume, customer retention).


In order to achieve the objectives of the study, a questionnaire was designed as the main tool for data collection. It was employed to measure the study variables and their dimensions. These dimensions were covered through 65 items included in the questionnaire.


Asiacell, being one of the most important communications companies, was chosen as the research site for the current study wherein the opinions of a sample of 327 employees of the company were surveyed


The data was analyzed using ready-made statistical programs represented by (SPSS and AMOS) and based on the description and diagnosis of the study variables and their dimensions. Through testing the correlation and impact relationships between those variables and their dimensions according to the hypothesis scheme of the study, the study reached a number of conclusions, the most important of which is the existence of a correlation and effects between the dimensions of the Blue Ocean Strategy and marketing performance. The study presented a number of recommendations, most notably: paying attention to the subject of the Blue Ocean Strategy and seeking to develop it as a future direction by supporting and encouraging research efforts in relation to the formulation and planning of competitive strategies in a way that enhances marketing performance. The study also highlights the need for the company to pay attention to activities to explore marketing opportunities adopted by the Blue Ocean Strategy in order to maintain market share or attracting new customers or expanding the service activity to include new geographical areas. The study also finds that the company should seek to provide integrated digital services at the level of individuals or companies. These services include e.g. money transfer, electronic payment cards, withdrawals and deposits, remittances, salary distribution, payment of electricity or water bills, ticket reservations. In addition, the company should continue to implement development, modernization and upgrade projects on its network, such as the launch of 5G networks.

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