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Strategic Positioning for Soft Drinks in the Algerian Market

Author

Listed:
  • Sara Chouaabi
  • Fatima Zohra Boughari
  • Lakhdar Adouka
  • Zohra Bouguelli

Abstract

The aim of this research is to identify the positioning of Algerian soft drink product compared with foreign competitor products by applying a survey to determine the image and prestige of the Algerian product in the consumer's perspective compared to foreign products. The study has touched a random sample consisting of 601 consumers from all of Algeria. We result from the research that soft drinks local institutions recorded vulnerable and a deterioration in its competitive positioning compared to positioning perceived of soft drinks to foreign institutions, as they do not bother to focus more on the dimensions of which are of paramount importance to customers, as opposed to foreign products which differentiate it in line with the wishes and expectations of the Algerian customer.

Suggested Citation

  • Sara Chouaabi & Fatima Zohra Boughari & Lakhdar Adouka & Zohra Bouguelli, 2017. "Strategic Positioning for Soft Drinks in the Algerian Market," International Business Research, Canadian Center of Science and Education, vol. 10(2), pages 20-28, February.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:2:p:20-28
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    More about this item

    Keywords

    positioning strategy; perceptible positioning; competitive market; local product; foreign product;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • C19 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Other

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