Designing Marketing Strategies for Kiwifruit Export to International Markets Based on Grounded Theory and SWOT Method (A Case Study of Amin Caspian Shomal co.)

مهدیه مددخواه ¹ (دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
ابراهیم چیرانی ² (استادیار گروه مدیریت، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
مریم اوشک سرایی ³ (استادیار گروه مدیریت صنعتی، واحدرشت، دانشگاه آزاد اسلامی، رشت، ایران)

Submited date : 2020-08-19 accepted date : 2020-10-20

Keywords: Social Responsibilities, Marketing capabilities, Managerial capabilities, exports marketing, entry strategy,

Abstract :

Considering the government’s advocacy of and support for non-oil exports and the importance of cultivation and job creation opportunities relating to the kiwifruit product in the northern provinces, and taking into account the limitations of the mode of distribution and competition of producing countries in the global markets, it is imperative that the preparedness of Amin Caspian Shomal company in exporting kiwifruit in order to enter the global markets and the factors influencing it are investigated. for this descriptive research, which was conducted on the basis of strategic studies process, and is applied in terms of objective and takes on a qualitative approach, the Grounded Theory method and SWOT matrix for the purpose of strategic planning have been used. on the basis of the findings of the research, and after the analysis of the information, the result of the Internal Factors Evaluation matrix was calculated at 2.08 and the External Factors Evaluation matrix was calculated at 2.24, and the strategic position of the Amin Caspian Shomal company was set in a defensive mode.