STRATEGIC MANAGEMENT IMPACT ON IMPROVING OIL COMPANIES MARKETING IN ALGERIA: A CASE STUDY OF SONATRACH

Abstract

The oil industry is one of the most vital sectors in the world due to the importance of its products, which are used in mainly all energetic sectors. However, Algeria, like other countries, has witnessed rapid growth in the field of oil exploitation to meet the needs of the country as a result. Due to the weak capacities of the national production sector in this field, and in view of the increasing demand for this vital product, it was necessary to develop the oil industry by enhancing national and foreign investment. SONATRCH is a vivid example of this industry in Algeria, where it managed to occupy the national level in oil industry by covering the needs of the national market by 47%, but aspires to cover 50% by the prospects of 2025 and then enter the international markets with confidence and merit. In order to achieve this, it found itself adopting the strategic management approach in its constitution, with the aim of achieving higher levels of performance. we in our study of the market will focus on the marketing performance of the complex of Sonatrach, where we begin to diagnose the global market for oil and the location of the Algerian market, and then define Sonatrach Strategy and marketing performance, and finally highlight the role of strategic management in improving the marketing performance of the complex.