Abstract:
The research aims to determine the effect of the development of a strategic vision for the product mix to meet the different requirements of customers, as well as the extent of the impact of the availability of funding for innovative product lines on the continuity of companies under competitive market, and also highlighted the role that could be played using modern technology to introduce new products to improve the competitive situation of companies.
The problem with the research is that a combination of soft drinks products programs in some Sudanese companies is below the level of ambition, may be due to lack of knowledge or awareness of the importance of these companies and the role of those programs to influence positively on consumer tastes.
The research hypotheses on, develop a strategic vision for the product mix leads to meet the different requirements of customers, as well as provide funding for innovative product lines leads to the continuity of companies under competitive market, and also the use of modern technology to make new products helps to improve the competitive position of companies.
Find out a number of recommendations from the most important, to adopt an effective strategy through expert advice and the formation of a working group put good ideas and get the correct information about the situation of the markets, as well as attention to the competitiveness of the information and evaluate the purchasing behavior of the customer and also the study of consumers and their habits and beliefs behavior towards the product mix with the response to the results of those studies down to the characteristics of the combination products to achieve the satisfaction and satisfaction of consumers, as well as a policy to maintain the highest level of quality in line with international standards for products that meet consumer desires and become those with a high market share products and compete with the forces of the center of the enterprise.
