أثر بيئة الأعمال على التخطيط الاستراتيجي للتسويق في الشركة الليبية للإسمنت : دراسة حالة على مصنع الفتائح-درنة

Abstract EN

This study aimed to diagnose the impact of the business environment on the strategic planning of marketing at Al-Fateh Cement Factory Derna through the following axes (political and legal factors, economic factors, social and cultural factors, technical factors), in addition to identifying whether there are statistically significant differences and moral effect And the presence of a non-zero regression function between the dimensions of the independent variable, the business environment and strategic planning for marketing, and to achieve the objectives of the study, the study followed the case study method, the researchers developed a questionnaire and relied on some previous studies, where it was confirmed Her friendship and her steadfastness factor, as the study community represented in the employees of the Fatih Derna factory, which reached (525) workers, and to determine the sample size, a table was adopted on krejcie and Morgan (1970), where its size was determined by (226) workers at various levels, and was chosen by Simple random sample, and after the distribution of the questionnaire, (174) valid forms for statistical analysis were retrieved, and for analyzing the study data, a computer was used and a statistical program was used from the software service mentioned in (SPSS) according to the percentages, arithmetic mean, standard deviations, T test, correlation coefficient, and regression coefficient , Neighborhood Then, many results were reached that can be summarized in the following: The study revealed that there is a linear and non-zero regression equation thereby confirming the acceptance of the second main hypothesis that indicates (there is a significant effect relationship between the business environment and strategic marketing planning), and that there is a high impact of some paragraphs Related to the dimensions of the business environment where paragraph (5) after political factors recorded the highest degree in practice, followed by paragraph (12) after social factors.

Also, there are paragraphs that recorded weak practices, and the study list was appended, as paragraph (15) was recorded after the social factors in order 30, followed by paragraph (7) after the economic factors in order (26).

Also, there is a high impact for some paragraphs related to the second variable related to strategic planning.

For marketing where paragraph (24) recorded the highest practice with relative weight and in the sixth order at the study level, followed by paragraph (23) in the seventh order.

However, there are paragraphs that recorded the weakest practice and arrangement in the study, which are respectively paragraph (31), (30) and (29).

Finally, the study presented a set of recommendations, the most important of which was to deepen interest in the factors of the business environment with the need to understand, recognize and the importance of the business environment with all its components and levels, The necessity of setting a general, comprehensive, clear and accurate strategy for the factory related to marketing, expansion, production and training policies and programs