by

Hassan Jiber Alwan Altay

Supervised by
Prof. Dr. Alaa Farhan Taleb -ALdamei

Abstract

The study sought to determine the impact of the effectiveness of the marketing strategy on marketing performance in one of the Iraqi companies, the General Company for Textile Industries in Hilla, focusing on a problem that can be identified in (Is the marketing strategy effective in achieving marketing performance?). More specifically, it is trying to answer the following questions, which collectively constitute the problem of the study. 1- Is there a statistically significant correlation between the study variables? 2- What is the effect of the effectiveness of the marketing strategy on marketing performance? The study sought to achieve a goal represented in testing the relationship and impact between the effectiveness of the marketing strategy and the achievement of marketing performance, and more specifically, it aims to: 1- Determining the level of effectiveness of the marketing strategy adopted and practiced by the company (under study). 2- Determining the extent to which the researched company adopts the effective marketing strategy in achieving marketing performance. 3- To test the relationship and influence between the effectiveness of the marketing strategy and marketing performance. For the purpose of achieving the objectives of the study, a hypothetical model was built that defines the nature of the relationship between the independent variable (the effectiveness of the marketing strategy with its variables) and the dependent variable (the marketing performance with its variables) and two main hypotheses emerged from it, from which several sub-hypotheses were derived that show the relationship and influence between the study variables. The General Company for Textile Industries in Hilla was chosen as a community to conduct the study and test its hypotheses. The study sample consisted of (27) department managers. A questionnaire was adopted for this purpose, as well as personal interviews in order to support the accuracy of the questionnaire data. A set of statistical methods were used in data analysis. The results were extracted using the computer program (SPSS. Ver. 13, Windows, 2004) and based on the description and diagnosis of the study variables and testing the influence relationship between the variables of the study model, a set of conclusions was reached on the field side, the most important of which are: 1- The study showed that the company’s marketing strategy is effective in achieving marketing performance through the profits achieved by the company, as the return on assets for the years 2001 and 2002 reached (1.891, 2.147), respectively. 2- The study showed that the company’s management does not pay much attention to the customer and his satisfaction, and therefore the customer’s satisfaction ranked last in the company’s concerns. The research concluded with a set of recommendations, the most important of which are: 1- Emphasizing the need for the company’s senior management to formulate its marketing strategy in a clear and understandable language that enables the beneficiaries to understand it and its content and objectives. 2- Inviting the company to pay attention to achieving the largest possible amount of profits and not to stop in front of its current profits, by improving the quality of the product so that it is sold at the price that achieves the best profits for the company. 3- Increasing attention to customer satisfaction and giving it priority in attention as it is the real capital of organizations in industrial work and providing products that satisfy his needs and desires. This is done through conducting field studies of customers’ needs and satisfaction. Which I see contribute to enabling the company to formulate an effective marketing strategy in achieving the best marketing performance.