دور استراتيجية التنويع في تحسين الميزة التنافسية دراسة حالة الشركة الجزائرية للتأمينات

Abstract

This study aimed to demonstrate the role of the diversification strategy in its various dimensions through the dimensions of the diversification strategy (development of the portfolio of activities, distribution of risks) in improving the competitive advantage of the enterprise through parish turnover (competitive center) in the National Insurance Company, and we relied on the descriptive approach that gathers information From the interview with company officials and relying on the annual financial reports, the strategic analytical study was conducted as a main tool for research and analysis using Porter's "Sweet, Five Forces Model" Boston Consulting Matrix "BCG", and an analysis of the company's profits and turnover. A set of results were also reached. The most important of which is that the corporation adopts a diversification strategy, and the latter contributes to achieving a strong competitive position and improving the competitive advantage, through diversifying the portfolio of activities and increasing the company’s sales, thus increasing its profits and market share, in addition to that diversification enables the company to distribute risks and raise its turnover and the value of its profits. It is significant for strategic diversification in general in terms of its dimensions and foundations, and it also concludes greatly for the dimensions and foundations of competitive advantage. We also reached a set of recommendations, most notably the need to innovate new insurance products to face competition that could be more intense, and the necessity for the insurance company to educate the community about the need for insurance to preserve their safety and the safety of their property through awareness days or medal graduations carried out by the company, and it must pay attention With new and creative ideas and innovative methods