Identifying and Ranking Marketing Strategies to Develop Iran's Leather Market: The Case of Maral Leather Company
Subject Areas : Strategic planning
Hafez Mahfoozi
1
,
Nilofar ImanKhah
2
1 - Sari Brnch, Islamic Azad University, Sari, Iran
2 - Firuzkouh Branch, Islamic Azad University
Keywords: leather industry, marketing strategy, positioning, segmenting, targeting,
Abstract :
Abstract The purpose of this study is to identify and rank the marketing strategy with the approach of development, market, leather, Iran in Maral Leather Company.The present study method was of mixed type of quantitative and qualitative type. Using the snowball method, 10 people were estimated as the final sample and were interviewed in depth.At the same time, the statistical population included managers, .In this stage, 10 people were selected as the final sample using the purposeful sampling method and answered the prepared questionnaire.Analysis of research data was performed in qualitative stage using open, axial and selective coding and in a small stage using SPSS software and using Friedman test.The results of this study: Induction was the most important criteria of segmentation strategy on product market development in Iranian leather industry, including managers' attention to strategic beliefs, the most important criteria of targeting strategy include how to exploit new and innovative markets and the most important criteria of positioning strategy It has been an industry.Also, according to the results of Friedman test in prioritizing the criteria of targeting strategy, targeting, positioning and segmentation in the Iranian leather market, are: attention, Iranian leather industry and exporters union to the appropriate strategy, identifying the position and personality of strategic resources and the need for strategic resources.