تطبيق الاستراتيجياث التسويقيت لتحسين التموقع التنافسي للعلاماث التجاريت الجزائريت دراست حالت

Abstract

The openness of the Algerian market and the entry of foreign brands which owns the benefits realized from its expertise in international markets, it has led to increased competition locally, and has contributed to weakening the competitive positioning of the Algerian brands. In light of the decline in oil revenues, and the move of Algeria towards an economy based on industry outside the hydrocarbon sector, it has become necessary to improve the competitive positioning of the Algerian brands, this is not only in terms of market share as before, but also in terms of the perceived value of the brand by consumers. as well as the perception of the mental side of the brand, such as the mental image formed by the consumer about the brand, and the level of fame of the brand ... etc. The primary goal of this research is to answer the main question of this research and problematic task of clarifying how to implement marketing strategies to improve the competitive positioning of the brand, and recognize the reality about the application of the Algerian brand ENIE to those marketing strategies. So it has been relying on the descriptive and analytical approach by referring to the literature books and previous studies, and the method of the case, which required the use of field survey manner due to the nature of the subject of the study, which requires a two-pronged research and practical study, the first part determining marketing strategies at the enterprise level under study and the desired brand image, so that sample was composed of 35 single, then we went to a consumer survey to determine perceptions about the brand by using statistical tools, and the sample was composed of 400 single. The results of the study showed that there are significant differences between the perception of Algerian consumers about image and value of the brand ENIE, and the perception of the institution under study about it. the results also demonstrated that the Algerian consumer does not remember the brand immediate ENIE (Top of Mind) during his desire to buy an electronic product, where ENIE brand presence in a competitive narrow range which consists of one buying scenario highly competitive. Also, when the Algerian consumer desire to buy an electronic product concerned with specific characteristics related to the brand and its products it has been detailed in the content of the study. In this regard, showing that the positioning of Eni from the perspective of the brand image is very close to the majority of consumers who are interested preferences by "durable and inexpensive", and with "simplicity and durability”. However, the perceived value of the consumers of this section not live up to the desired value by them. The results also showed that ENIE considered as a follower to competitors, but it is gaining a weak market share which is trending downward, where no more than 4% in 2015 compared to competitors represented 87.01% "TVs" sector. The theoretical analysis of the interrelationship between the competitive positioning from the perspective of the brand knowledge, perceived value, and market share, each of which affects the other made it possible to understand and interpret the results of the current study, which concluded by a strategic marketing model aim to improve its competitive positioning of ENIE. Accordingly, the proposed model is divided into three phases of strategy, concerned with the first phase to revive the brand and rehabilitate them in the Algerian market. The second phase is about re-positioning of the brand ENIE, while the third stage is interested to maintain the positioning of the brand ENIE by diversifying fields of activity and the positioning simulations.