التسويق الرشيق ودوره في تحقيق التميز المؤسسي دراسة تحليلية في شركة درة الخليج لصناعة المياه المعدنية التسويق الرشيق ودوره في تحقيق التميز المؤسسي دراسة تحليلية في شركة درة الخليج لصناعة المياه المعدنية
محتوى المقالة الرئيسي
الملخص
سعى هذا البحث الى معرفة ماهية التسويق الرشيق. وما هي متطلباته، وما هو التميز المؤسسي, وما هي ابعاده. وبيان مدى تبني الشركة المبحوثة لا بعاد التسويق الرشيق، بالإضافة الى تحديد مستوى تحقيق الشركة المبحوثة للتميز المؤسسي.
طبق البحث في شركة درة الخليج لصناعة المياه المعدنية ولهذه الشركة حصة سوقية كبيرة في الاسواق البصرة وقد حظيت باهتمام السوق البصري لما تقدم من منتجات متميزة , وقد اختار الباحث عينة عشوائية طبقية بمقدار (65) مفردة.
توصل البحث إلى :
- تتبنى شركة در الخليج لصناعة المياه المعدنية اساليب حديثة في مجال التسويق, وذلك من خلال الاستعانة بمجموعة من المختصين مما يسهم في زيادة مبيعاتهم هذا من جانب ومن جانب اخر تحقق التميز المؤسسي للشركة.
- تركز شركة در الخليج على التسليم في الوقت المحدد, وبذلك فهي تتبنى سياسة الشراكة مع الموردين من جهة ومع الزبائن من جهة اخرى.
- بينت النتائج الاحصائية وجود علاقة ارتباط ذات دلالة معنوية بين التسويق الرشيق والتميز المؤسسي, كما وجدت علاقة اثر ذات دلالة معنوية بين التسويق الرشيق والتميز المؤسسي.
تفاصيل المقالة
هذا العمل مرخص بموجب Creative Commons Attribution-ShareAlike 4.0 International License.
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