التوجه السوقي في بعض المشروعات الصغيرة والمتوسطة بمجال التصنيع الغذائي بمحافظة الفيوم

الملخص EN

Food processing represents a high degree of importance in the Egyptian economy, due to its role in providing job opportunities, improving the quality of products and their low price.

However, it faces many problems for some small and medium enterprises, the most important of which is the lack of knowledge of marketing research completely in addition to the deficiency in the market orientation in these projects and their inability to compete with the products of large projects.

The research aimed to study the effect of the market trend on the performance of some small and medium enterprises, the study sample included some small and medium enterprises in the field of food processing in Fayoum Governorate.

The results of the study indicated that some departments of these projects were not aware of the importance of identifying the needs and desires of customers (consumers), and the lack of technical skills and material capabilities that would enable these projects to conduct marketing research that It enables it to know the needs and desires of consumers.

By studying the economic efficiency of some small and medium enterprises and large factories in Fayoum governorate, it was found that the economic efficiency of large projects (factories) is in a constant state and the change in the return to capacity for costs was found to be about 100%.

To achieve the outputs and thus the volume yields are stable, and this level must be maintained, while the full efficiency of small and medium enterprises has not been achieved.

Within the framework of the results and indicators reached by the study, the study recommends: Emphasizing the need to spread and consolidate the culture of market orientation within the project at the management level and employees and develop an integrated building for the process of market orientation in its various dimensions and direct it in the manner that Serve its performance.

Creating departments to undertake the task of facilitating the implementation of the market orientation process, whose tasks are focused on generating intelligence about the current and potential needs of customers and the market in general, as well as the current and potential trends of competitors, as well as it can disseminate that information within the project at all levels by various methods and means.

Conducting marketing research to identify market information related to the current and future needs of customers and disseminating this information among all project workers to meet the needs and desires of clients.

Giving the client the first priority in all project activities in terms of meeting his desires, needs and sensitivities The problems he suffers from and working to solve them, by gathering information and distributing it to The necessity to focus on obtaining information about competitors in terms of ability and methods Marketing followed and identify the strengths and weaknesses of competitors to deal with them in the fut