Marketing Strategies and Competitive Advantage of Small Retailers in Tantangan, South Cotabato

This study was conducted to determine which domain of marketing strategies that best influences the competitive advantage of small retailers in Tantangan, South Cotabato. The study used quantitative, non-experimental research design employing the correlational and regression technique. The respondents of the study were 119 small retailers selected through a total enumeration approach. Adapted and contextualized structured questionnaires were deployed to measure and establish the relationship between marketing strategies and competitive advantage. Moreover, the mean, Pearson r, and regression were used as statistical tools. Results of the study showed that the levels of marketing strategies and competitive advantage were high. Also, the data revealed that marketing strategies has a moderate positive relationship with competitive advantage of small retailers. When regressed, it was found that two domains of marketing strategies influence the competitive advantage of small retailers in Tantangan, South Cotabato. Of the two domains, process resulted as the best predictor of competitive advantage.