Designing a Support Management Information Systems Model for Penetration Strategies of Iranian Beverages to International Markets and its Validation

Subject Areas : Marketing

Ali Pirzad ¹ , Aman Allah Rahpeyma ^{2 *} , Mohammad Sasanpor ³ , Mohammad Hadi Bahrani ⁴

1 - Assistant Professor, Department of Management, Faculty of Humanities, Islamic Azad University, Yasuj Branch, Yasuj, Iran.
2 - Department of Management, Zarghan Branch, Islamic Azad University, Zarghan, Iran
3 - PhD Student, Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
4 - PhD Student, Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

Received: 2024-08-04 Accepted : 2024-10-15 Published : 2024-12-16

Keywords: Marketing, Management Information System, Marketing Strategy, Information System, Beverages,

Abstract :

The aim of the research is to design a model of Support Management Information Systems for penetration strategies of Iranian beverages to international markets and validation it. In this research, a combination of interviews with three-stage coding of grounded theory and questionnaires; therefore, this research is mixed. The statistical population of this research includes experts in the field of marketing international products, and according to the research objective, the sampling in this research is purposeful. The sample size in this research was selected to be 10 people based on the snowball sampling method. The research findings identified 8 factors, including Market characteristics (market analysis and selection of target markets), product characteristics (production and packaging), marketing and branding strategies and advertising, cultural and social factors, market challenges and opportunities, management and organizational processes, distribution and sales network, and competitive pricing. ,. The research results showed that for success and penetration in international markets, Iranian beverage companies need to pay special attention to Market characteristics (market analysis and selection of target markets), product characteristics (production and packaging), marketing and branding strategies and advertising, cultural and social factors, market challenges and opportunities, management and organizational processes, distribution and sales network, and competitive pricing. ,. From competitive analysis and identifying market trends to developing new products and using natural materials, all these factors can help optimize marketing strategies. Furthermore, adapting to different cultures and understanding local needs can play a significant role in the success of marketing strategies. Additionally, the use of new technologies and optimization of managerial processes can improve customer relationship management and increase productivity. Ultimately, analyzing consumer behavior and identifying new opportunities can help identify and exploit market opportunities and lead to the sustainable growth and development of Iranian companies in international markets.

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