دور التخطيط الاستراتيجي التسويقي في تحقيق ميزة تنافسية للمؤسسة الاقتصادية الجزائرية : دراسة تطبيقية على مؤسسة صناعة الكوابل-فرع جنرال كابل-بسكرة

Abstract EN

This study aimed to recognize the perceptions of the respondents in the cable industry institution - General Cable Branch - Biskra towards the practice of strategic planning marketing and its role in achieving competitive advantage, and to achieve that stated two assumptions major that has been tested using a test T (T- test) and analysis of linear regression simple, it has also been focusing on statistical analysis of the data on other methods as yardsticks of descriptive statistics, such as the arithmetic mean and standard deviation.

The questionnaire was used as a main tool to collect data and information from a sample size of the study (70) framework.

The study reached some conclusions, including: strategic planning marketing and competitive advantage institution under study, the level was moderate and according to the approved measure, and also no significant role for strategic planning of the marketing group in achieving competitive advantage for the organization surveyed reaching the relationship between these two variables force (0.773).

Furthermore we found that the regression line equation is insufficient to describe the nature of the relationship between two variables: marketing objectives and competitive advantage, and this degree of confidence of 95%.

The study concluded with the following recommendations: increased interest in enterprise strategic planning and marketing because of its distinctive benefits of its performance, and staff education institution marketing message contents in the exercise of various activities, and maximize the investment in human resource to improve its competitive position.