Strategic Marketing Performance of the Sudanese Enterprises

Abstract

The study examined the impact of Strategic Marketing Management and its Impact on Improving Marketing Performance of the Sudanese Enterprises. The problem of the study is that most of Sudanese enterprises began with developing a concept of the business and formed a vision of where the organization needs to be headed, converted mission into specific performance objectives, crafted a strategy to achieve the targeted performance, but some of them failed to implement and execute the chosen strategy efficiently and effectively. The standards for judging whether an organization is well managed are grounded in effective strategic marketing management which needs perfect strategy with perfect execution. The justification of the study is represented in that it emerges at a time of openness, competition, free trade, and globalization throughout the world generally & in the Sudan specifically. The study of strategic marketing management and the evaluation of its impact on improving the marketing performance in a developing country like the Sudan with all its trends of encouraging more and more foreign investment becomes of critical importance. The objective of the study might be stated as to develop a frame of reference which is adjusted to the marketer’s view of reality, should lead to better knowledge of marketing strategies in Sudanese enterprises, and could be a basic for further research on marketing strategies in Sudanese enterprises. Also, it is objected to demonstrate how marketing strategies are made in the communications sector in the Sudan, and to evaluate the strength of the enterprises under study and to pinpoint the weak points. VII The study was used the questionnaire. The questionnaire reflects all the opinions carried by each manager shares in setting up the marketing strategies for each company. The population of the study concentrates in the high level management. Based on our investigation of the practice of strategic marketing management in Zain, MTN, and Sudatel Group together with the analysis and evolutions of the performance of these enterprise, we are able to come out with certain conclusion, which are: - Each company under study focuses on providing high quality of services to gain their customers’ satisfaction. - The marketing strategies for each company under study assist in finding out competitive advantages and keeping them on. - There is a relationship between strategic marketing management (quality of services, reasonable prices, diversity of distribution channels, good promotion, and existence of definite marketing objectives) and improving the marketing performance (customers’ satisfaction, and the market share). The study suggests some recommendations:- - The companies should adopt definite marketing strategies taking into consideration the nature of the services they provide and to take care of their public relations & they might be sponsored T.V. shows & programs. - The companies should give attention to the marketing researches to improve the marketing strategies and in decision making