The Impact of marketing strategy on a company's performance indicators the Case of: FERROVIAL ALGERIA
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Date
2020-09
Journal Title
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Publisher
Ecole des Hautes Etudes Commerciales
Abstract
In a market that is becoming more competitive by the day, and clients that are more informed
and demanding, the companies’ need for a functional and performing marketing department is
today stronger than ever. As they are in great need for analysing their target markets in order to
detect all information related to consumerism trends, competition, innovation or any other
factor that could influence their activity directly or indirectly. The tools and techniques
provided by marketing facilitate the task, as they help the company create a monitoring system
that collects, analyses and updates all the market related data. Furthermore, marketing provides
a host of concepts and strategies that enable the company of positioning its offer on the suitable
market at the right time.
Curiously, marketing is seldom practiced in Algeria, due to several reasons. First, Marketing is
noticed to be much less ubiquitous in countries suffering from the Dutch disease, as argued
Marin Marinov (2007) in her book “Marketing in the Emerging Markets of Islamic Countries”.
In addition, marketing has always been considered as nothing more than unnecessary expanses,
and criticized for the fact that its results are not often apparent in a monetary form, thus the
marketing’s participation to the company’s performance is not easily detected.
To understand the importance of marketing for a company’s performance we decide to study
the marketing strategy’s impact on the company’s key performance indicators. To carry out this
research we first presented a theoretical aspect, in the form of a review of concepts related to
the marketing strategy and to performance. After that, we presented a practical aspect in the
form of a fieldwork studying the case of Ferrovial Algeria where we held our internship.
Description
Keywords
Marketing strategy, Performance, Key performance indicators, Segmentation, Perception