دور التسويق الإستراتيجي على رفع القدرة التنافسية لمؤسسات تحويل الألبان في الجزائر : دراسة حالة مؤسسة Tifralait

Abstract EN

This paper aims at measuring the effect of strategic marketing practices on raising the competitiveness of Algerian comapnies.

Throughout the use of competitiveness measurement model of D.

Cetindamar, and H.

Kilitcioglu made in 2013.

The case study technique Tifralait company used to realize the study aim, through two stages: (1) measuring the extent of adoption of strategic marketing practices by the studied company, (2) measuring the degree of interconnection between the model indicators used to prove the role of strategic marketing in increasing competitiveness.

The study reached some results, including: strategic marketing practices are applied by more than 86% in the company under study, the most affecting three variables on its measurement are: (1) long term vision, (2) seeking to increase efficiency, (3) the culture of listening environment.

these factors are considered as the most important strategic marketing practices, which allow us to evaluate its major role in raising the company's competitiveness.