دور استراتيجية التنويع في حماية الحصة السوقية: دراسة تحليلية في شركة ببسي بغداد للمشروبات الغازية

Abstract EN

The research dealt with the diversification strategy as an explanatory variable and the protection of the market share as a responsive variable.

the research problem arises in answering the question: is there a role for the diversification strategy in protecting the market share of the research sample company? is the company's diversification strategy being implemented to protect its market share? the aim of the research is to know the nature of the correlation and influence between the diversification strategy and the protection of the market share, and the benefits and advantages of that relationship that are in the interest of the company and facilitate the process of completing the business.

and studying the actual reality of the company and identifying the extent to which the diversification strategy is applied to protect its market share in a way that guarantees more sales and higher profitability.

the Baghdad soft drinks company was chosen as a location for the application of the study.

the researcher collected data from (64) decision-makers in the company and used the questionnaire as a tool for data collection.

in addition to the personal interviews, records and bulletins of the company, the SPSS statistical analysis program was applied in using each of the statistical methods in order to analyze and process the data.

Pepsi Baghdad company for soft drinks on the strategy of diversification in protecting its market share by offering a variety of soft drinks that meet different tastes, and this gives it the ability to impose its control over the market and meet the needs of customers from diet drinks to regular drinks as well as the different sizes and colors that it produces.

the research recommends the need to continue diversify its products and markets in order to maintain its market share.