"compilation the export strategies for the industrial clusters of dried fruits with an emphasis on raisin product"

Subject Areas : Waste Management

Sohrab Rahmani ¹ , Hassan Esmailpour ² , Abdallah Naami ³

1 - PhD Student, Department of Entrepreneurship, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Correspondent)
3 - Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2019-04-08 Accepted : 2019-10-08 Published : 2020-02-20

Keywords: Raisin, marketing mix, Export clusters, dried fruits exports, Strategic factors analysis,

Abstract :

This research aims at determining the export strategies of production management, processing and madried fruits export clusters with a focus on raisin production. Thererketing of fore, a strategic factors analysis approach was used to identify the strengths, weaknesses, opportunities and threats of the raisin market in the manufacturing and processing sector in the form of a marketing mix. The data needed was collected by conducting interviews with 10 experts of the Ministry of Commerce, Chamber of Commerce, Ministry of Agriculture and Exporters of Raisins. The specialized questionnaires were completed by managers and experts of the companies producing and exporting raisins in Qazvin and Tehran. According to the results of the internal factors matrix, in the mix of processing, product, physical evidence and position, strengths overcome weaknesses, and the results of the external factors matrix indicated that opportunities overcome threats. The results obtained from the matrix approach to status quo analysis suggested the diversity and competitiveness of marketing mix strategies. Thus, quality promotion of derivative products, the periodic use of areas of grape cultivation and raisin processing are recommended for maintenance and improvement of the soil, the emphasis on farm productivity and the development of conversion and complementary industries in the major areas of grape cultivation...