ﻓﺎﻋﻠﯾﺔ اﻟﻣراﺟﻌﺔ اﻻﺳﺗراﺗﯾﺟﯾﺔ ﻓﻲ ﺗﻘﯾﯾم و ﺗﻘوﯾم الاداء للسياسات التسويقية لشركات الدواجن بالسودان : دراسة حالة : شركة ميكو-شركة النيل للدواجن-الشركة العربية لانتاج و تصنيع الدجاج العربي

الملخص EN

The study assess to find out the effectiveness of the strategic review in evaluating and valuating the performance of poultry companies, and the problem of the study was that the concept of strategic review was not applied effectively in some productive firms so that those in charge of the strategic review could improve their performance level and also search for an unconventional method of management through which companies can maintain their position in the market through the concept of customer satisfaction .

The study adopted the descriptive analytical method .The populationThe study was applied on three companies in as example for poultry industry (Miko company - Nile Poultry company - Arab Poultry Production and Processing Company LTD) ).The three companies were selected because of their market position and high production .

The study used a questionnaire to collect data, from (200) employee’s random data then analyzed by using the Statistic product for solutions and services SPSS.

The main hypothesis was that the strategic review is an effective way for evaluating the strategic performance in poultry companies and the strategic performance in productivity that requires continuous review to evaluate and valuate it.

The study concluded, the importance of the strategic review as an effective method for evaluating and valuating performance, and that there is a positive relationship between applying the strategic review and improving the level of performance of marketing policies in poultry companies.

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The most important recommendations are to establish a strategic review department in companies to assist strategic decision-makers in companies in overcoming the emergency crises that they may face, specially in the field of marketing.