Factors Affecting on Marketing Capabilities and Performance of Companies (Case Study:Sadra Marine Industrial Company)

Marketing capabilities have created conditions for companies to advance their performance goals in line with market dimensions, marketing strategy and organizational strength. Corporate performance is one of the most important concepts discussed in management research and it is undoubtedly the most important criterion for measuring the success of offshore companies. The purpose of this study is to identify the factors affecting the marketing capabilities and performance of companies in Sadra Marine Industrial Company.

Method :

The method of this research is descriptive-survey via simple random sampling. Statistical population of this study, using Cochran's formula, was 172 managers, deputies, supervisors and experts of Sadra Marine Industrial Company who were selected as the research sample. They were asked to answer the questions of marketing capabilities questionnaire, market dimensions, marketing strategy, organizational strength, corporate performance and characteristics. The reliability and validity of the instruments were evaluated using Cronbach's alpha coefficient and path coefficient. The obtained results showed the acceptable reliability and validity for the instruments. SPSS and SmartPls software were used to analyze the data.

 Findings:

 The findings of this study show that marketing capabilities and characteristics of companies have a significant effect on the performance of companies. Market dimensions in the relationship between marketing capabilities and performance of companies, marketing strategy in relation between marketing capabilities and performance of companies and organizational strength in the relationship between the marketing capabilities and performance of companies have significant moderating roles.

Conclusion:

 Marketing capabilities need to have the potential to achieve sustainable competitive advantage in organizations because they play an important role in the strategy and performance of a company.