التخطيط الإستراتيجي وأهميته في مجال التسويق

Abstract

Abstract This research sheds light on the application of strategic planning and its importance in the field of marketing company focusing on Bzjnos for drinks and carbonated juices, Ltd. as a case study. This research aims to release the concept of strategic planning and its importance in the field of marketing and identify the role of strategic planning in the development of strategic plans and its contribution to reduce costs and achieve greater profits for the institution was built on the research hypotheses are summarized in:- Strategic Planning reduces the financial costs, Strategic planning lead to competitive advantages of the company , Lack of material and human resources challenge of the strategic planning process. The research Follow the descriptive and analytical approach based on the case study, through the analysis of questionnaire data. The research came out with a number of the most important results, Marketing policy of constant innovation and change in the companies and their products goods and services strategy, There are many marketing strategies achieve integration and interdependence between the activities and operations of marketing on the one hand and between them and the activities and operations of companies on the other hand, Marketing strategies help companies to recognize the environment in which it operates and the disclosure of alternative opportunities available to them, constraints and threats affecting their work. The research also recommends a number of recommendations including, Interest in the strategic marketing planning process by focusing on the most influential in strategic planning and economic factors of environmental dimensions and then technical, social and cultural factors, The need to perform the function of strategic planning for marketing efficiently and effectively by relying on taking all variables that represent opportunities and threats considered in the strategic planning.