INFLUENCE OF MARKET MIX MODIFICATION AND PRODUCT DEVELOPMENT ON COMPETITIVE ADVANTAGE IN AUTOMOBILE TYRE DISTRIBUTORS IN WESTERN REGION IN KENYA

The main objective of the study was to establish influence market mix modification and Product development on competitive advantage in automobile tyre distributors Western Region Kenya. Specifically it aimed determine extent which affects assess how product Region. used porter's theory open system theory. conducted using descriptive survey design with a target population 100 currently from sample size 80 respondents were drawn simple random sampling method. Questionnaires collect data after pilot testing them Kisumu County ten who not part sample. This is immense benefit industry since they can now appreciate role played by operational Kenya . Other firms related industries will be able make appropriate decisions their implementation enhance growth. Automobile use results this especially challenges experienced adoption implementations strategies through outlets. found that had positive significant relationship hence determinants advantage. recommended automotive should improve markets develop products. Key Words: Market Mix, Development CITATION: Maelo, C. N., Miroga, J., & Juma, D. (2022). Influence Strategic Journal Business Change Management, 9 (2), 222 – 232.