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Register a new userThe Situation of Using the Marketing Strategies and Their Role in Increasing the Marketing Share: A Field Study in Al - Kamal Co. for The Development of the Agricultural Industries in Lattakia
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Tishreen University مقالة
Publication date
2011
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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This research aims to get an idea about the situation of using the marketing strategies in Al-Kamal Co. for Agricultural Industries and its contribution in developing the level of its performance and increasing its market share. To achieve the research objectives, questionnaire was devised and applied on a sample of the workers in the company. The research concluded the following results: 1- Al-Kamal Co. for Agricultural Industries tends to use strategies of uniqueness and promotion more than its aim to use strategy of concentration and distribution. 2- There are statistically significant differences between the marketing strategies (uniqueness, promotion and distribution) that are applied in the company and developing the level of its performance and increase its market share. 3- There are no statistically significant differences between the marketing strategies (concentration and distribution) that are applied in the company and developing the level of its performance and increase its market share.
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Research summary
يهدف هذا البحث إلى دراسة واقع استخدام الاستراتيجيات التسويقية في شركة الكمال لتنمية الصناعات الزراعية في اللاذقية، وتأثيرها على تحسين الأداء وزيادة الحصة السوقية. لتحقيق أهداف البحث، تم تصميم استبانة وتوزيعها على عينة من العاملين في الشركة. توصل البحث إلى أن الشركة تميل لاستخدام استراتيجيات التميز والترويج والتوزيع أكثر من استراتيجيات التركيز والتنوع. كما أظهرت النتائج وجود علاقة ذات دلالة إحصائية بين استراتيجيات التميز والترويج والتوزيع وتحسين الأداء وزيادة الحصة السوقية، بينما لم توجد علاقة ذات دلالة إحصائية بين استراتيجيات التركيز والتنوع وتحسين الأداء وزيادة الحصة السوقية. يوصي البحث بضرورة تحليل البيئة التسويقية وتطوير استراتيجيات تتناسب مع السوق السورية، وزيادة الوعي التسويقي لدى العاملين في الشركة، وتبني فلسفة تسويقية تركز على رضا العملاء وتلبية احتياجاتهم المتغيرة.
Critical review
دراسة نقدية: على الرغم من أن البحث يقدم تحليلاً شاملاً للاستراتيجيات التسويقية وتأثيرها على الأداء، إلا أنه يمكن ملاحظة بعض النقاط التي تحتاج إلى تحسين. أولاً، العينة المستخدمة في الدراسة صغيرة نسبياً (49 عاملاً)، مما قد يؤثر على تعميم النتائج. ثانياً، البحث يركز بشكل كبير على الاستراتيجيات التسويقية دون النظر بعمق إلى العوامل الخارجية الأخرى التي قد تؤثر على الأداء، مثل الظروف الاقتصادية والسياسية. ثالثاً، كان من الممكن أن يكون البحث أكثر شمولاً إذا تم تضمين دراسات مقارنة مع شركات أخرى في نفس القطاع. وأخيراً، كان من الممكن استخدام أدوات تحليلية أكثر تطوراً لتعزيز النتائج.
Questions related to the research
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ما هي الاستراتيجيات التسويقية التي تميل شركة الكمال لاستخدامها؟
تميل شركة الكمال لاستخدام استراتيجيات التميز والترويج والتوزيع أكثر من استراتيجيات التركيز والتنوع.
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هل توجد علاقة ذات دلالة إحصائية بين استراتيجيات التميز والترويج والتوزيع وتحسين الأداء؟
نعم، توجد علاقة ذات دلالة إحصائية بين استراتيجيات التميز والترويج والتوزيع وتحسين الأداء وزيادة الحصة السوقية.
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ما هي التوصيات التي قدمها البحث لتحسين الأداء وزيادة الحصة السوقية؟
يوصي البحث بتحليل البيئة التسويقية، تطوير استراتيجيات تسويقية تتناسب مع السوق السورية، زيادة الوعي التسويقي لدى العاملين، وتبني فلسفة تسويقية تركز على رضا العملاء وتلبية احتياجاتهم.
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ما هي الفرضيات التي تم اختبارها في البحث؟
الفرضيات تشمل عدم وجود علاقة ذات دلالة إحصائية بين استراتيجيات التميز، الترويج، التوزيع، التركيز، والتنوع وتحسين مستوى الأداء في شركة الكمال لتنمية الصناعات الزراعية.
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