استراتيجية التكامل العمودي وتأثيرها في الخيار التسويقي للشركة - دراسة حالة في شركة بغداد للمشروبات الغازية

Abstract

This study discusses both vertical integration strategy as an independent variable, and marketing choice as a dependent variable, The study aimed to find a market choice which fit the  vertical integration in order to maximize the profitability of the company, This study also aimed to define the correlation and impact of the vertical integration strategy in marketing choice.

     Baghdad company far soft  drinks has been selected as a place to apply the study , Data have been collected  from (64) decision makers in the company, We use a questionnaire as a tool to collect the data, and used a varity of means and statistical tools that appropriate to the nature of information and as a result addressed to use data analysis system (SPSS), The researcher present a set of Conclusions was the most important is : There are correlation and significant effect between a both vertical integration strategy and market choice, The researcher also presented a set of recommendations: Take advantage of the company's space to set up projects to support backward integration, While company pursues to achieve integration strategy, the best marketing choice is to product development.