واقع استخدام الاستراتيجيات التسويقية في شركات قطاع الإنشاءات الأردنية و أثرة في مستوى أدائها

الملخص EN

The objective of this study is to identify the marketing strategies used by Jordanian companies within the Jordanian construction sector and the effect of these strategies in general on company performance.

The study defines Porter’s competitive strategies (cost leadership, differentiation, and focus strategies), in addition to the strategies of consolidation and diversification, which may impact the performance level of Jordanian construction companies.

Performance is measured by an increase in client numbers, net profit, returns on investment, and the number of market shares and completed projects.

Research data is collected through the use of a questionnaire designed for the purpose of this study.

The findings of the study indicate that companies within the scope of this study relied more often upon the use of consolidation, diversification and focus strategies as opposed to cost leadership and differentiation strategies.

Moreover, improvement in the level of performance appears related to the use of marketing strategies including cost leadership, consolidation, focus, diversification and differentiation strategies (listed in descending order according to level of importance).

The study concludes by suggesting a number of recommendations related to the importance of using marketing strategies for the purpose of improving the performance level of construction companies.