Template-Type: ReDIF-Article 1.0
Author-Name: Viktorie Kovarikova
Author-Name-First: Viktorie
Author-Name-Last: Kovarikova
Author-Email: vstecb@vstecb.cz
Author-Workplace-Name: De La Salle University Manila, Manila, Philippines
Author-Name: Zuzana Dzilska
Author-Name-First: Zuzana
Author-Name-Last: Dzilska
Author-Email: zuzana.dzilska@euba.sk 
Author-Workplace-Name: University of Economics in Bratislava, Bratislava, Slovakia
Author-Name: František Pollák
Author-Name-First: Frantisek
Author-Name-Last: Pollak
Author-Email: frantisek.pollak@euba.sk 
Author-Workplace-Name: University of Economics in Bratislava, Bratislava, Slovakia
Title: Effective marketing mix of a manufacturing company in the context of sustainability and competitiveness
Abstract: Marketing is an essential part of every company, and a properly designed marketing mix ensures its success, efficiency and competitiveness in the market. The marketing mix is a key tool that allows managers to remain competitive in a global competitive environment. This paper provides a comprehensive view on marketing mix of Faber-Castell and focuses on analyzing the strengths and weaknesses. The main methodology applied is structural analyses, benchmarking, SWOT analysis, IFE and EFE Matrix and marketing mix analysis. The results indicate that Faber-Castell monitors and adapts to the marketing strategies and activities to remain competitive and to respond to customer needs. Furthermore, it focuses on quality, innovation and sustainability, in order to maintain its market position and gain a competitive advantage. Additionally, it also gains a competitive advantage thanks to sustainable products, which are a trendy today. 
Classification-JEL: M31, M39, L23
Keywords: marketing mix, marketing trends, marketing strategy, marketing innovation, SWOT analysis
Journal: Marketing Science & Inspirations
Pages: 19-32
Volume: 20
Issue: 1
Year: 2025
File-URL: https://msijournal.com/effective-marketing-mix-manufacturing-company-sustainability/
Handle: RePEc:cub:journm:v:20:y:2025:i:1:p:19-32