The role of positioning strategies in achieving strategic success an exploratory study of the opinions of a sample of employees of the Karwanchi group of companies

The study aims to determine the role of positioning strategy in its various dimensions (quality, design, pricing, brand, non-differentiation strategy) in achieving strategic success in terms of dimensions such as survival, growth, adaptation, and continuous learning. The research area was selected by Karwanchi Group, a manufacturer of mineral water, soft drinks, and juices. The study employed both analytical and descriptive methods to obtain its results. Questionnaires were used as the primary data collection tool, and SPSS v.25 was used to analyze and test the research hypotheses. A non-random sample of 350 employees was selected to represent the research population of 1,800 employees accurately. Several results were obtained, the most important of which was the practical impact of all dimensions of positioning strategy in achieving strategic success, reflecting the importance of these dimensions as essential inputs in developing the strategic direction of Karwanchi Group.