تداعيات انخفاض الطلب الناجمة عن وباء كورونا وأثرها على استراتيجيات التسويق التنافسية في الصناعات المعدنية في محافظة بيت لحم
منذر عبد القادر عبد اللطيف أبو طربوش
Munther Abed Al-Qadir Abed Latef Abu Tarbush
This study aims to explore the implications of low demand arising from the spread of Corona epidemic (COVID-19) on competitive marketing strategies for the metallurgical industry sector for Bethlehem Governorate. The researcher uses the descriptive exploratory approach, while the study population consists of all owners of metallurgical industrial facilities of Bethlehem Governorate. The study was applied on a sample of (62) facilities. To achieve the objectives of the study, the researcher designed a questionnaire as a tool for data collection. After verifying the tool's validity and stability, the researcher did statistical analysis using (SPSS) program. The study has reached the following results: The impact of the fall in demand arising from the spread of Corona epidemic (COVID-19) on the competitive marketing strategies in that metallurgical industry sectors for Bethlehem Governorate has a high degree. It also shows the most prominent implications of the decrease in demand arising from the spread of Corona epidemic (COVID-19) in the metallurgical industry sectors for Bethlehem Governorate, the sales volume has declined, as it ranked first, it has a very high degree. The results also show the extent to which competitive marketing strategies were affected by the spread of Corona epidemic (COVID-19) for the metallurgical industry sectors in Bethlehem Governorate. It also has a which has a high degree; It shows a statistical significance (positive) direct correlation between the decrease in demand caused by the spread of Corona epidemic (COVID-19) and the competitive marketing strategies in the metallurgical industry sectors for Bethlehem Governorate. It also reveals a statistical significant effect of the decline in sales and production volume on the increase in cost strategy. Another statistically significant effect was explored on both the decline in sales volume on the differentiation strategy, and the decline in production volume on the focus strategy. Finally, the results has revealed that there are no differences in the implications of the demand decline on competitive marketing strategies attributed to demographic variables. According to this, the study sets some recommendations, the most important of which are: reviewing prices in a way that helps increase the demand for products, so that the change in prices does not cause any losses to the facility in case the spread of the Corona epidemic continues. It also recommends searching for new production lines that meet the interim needs all the Palestinian territories are going through; especially those that are oriented to strengthen the economic sectors and reduce dependence on importing, in light of the closure between countries on one hand and the high costs of transportation, which directly affect pricing policies on the other.