Impact of Applying of Ansoff Model on Marketing Performance for Saudi Foodstuff Companies

Abstract

This study aims to determine the impact of Ansoff model application on marketing performance on Saudi foodstuff companies. To achieve the objectives of the study, a questionnaire was developed and distributed. The study population consists of all Saudi Food Companies employees, and convenience sample was selected 150 questionnaire were distributed, 110 were recalled which representing (73%) of the sample. The study finds that there is a strong impact of Applying Ansoff Model (market penetration strategy, product development strategy, market development strategy, diversification strategy) on marketing performance in Saudi Food Companies. The study recommended some recommendations which enable the decision-makers to use the strategies of Ansoff Model in effective way, which it helping Saudi Food Companies to increase the levels of marketing performance and to achieve its objectives, as survival, growth, achieve benefits and profits.

Keywords: Ansoff Model, Marketing Performance, Food Companies, Saudi Arabia.