Abstract

The research aims to know the interest of the Baghdad Company for Soft Drinks in the role played by the strategic renewal in achieving marketing leadership by adapting to the requirements of competition and knowing the desires of consumers. Which companies face, which requires them to react to the environmental changes and the intense competitive landscape they are experiencing, i.e., to strategically renew themselves, As well as constantly enhancing its ability to change and renew, making it able to adapt to various circumstances so that it can survive, grow and sustain its success, hence the importance of research in focusing on the Baghdad Soft Drinks Company and the contribution it makes to the process of economic development and building the national economy.
The members of the research community reached (35) individuals, represented by (the managers and their assistants, heads of departments, and officials of divisions and units) in the company in question. A questionnaire was used to collect data and distributed to a sample of (30) individuals and was fully retrieved valid for analysis, two main hypotheses were formulated. A hypothetical chart was built showing the correlation and effect between the research variables, and the statistical analysis program (SPSS) was applied in using each of the statistical methods for analyzing and processing the data, which included (arithmetic mean, standard deviation, relative importance, alpha-Cronbach coefficient, Shapiro test Wilk, coefficient of determination R2, Spearman's rank correlation coefficient, F test) The research also reached a set of conclusions, the most important of which is the company’s lack of interest in granting incentives to employees, which reduces their enthusiasm to work in creative ways in completing the work entrusted to them. Achieving excellence and superiority over others.