Investigation and Identification the action factors for developing the Blue Ocean Strategy in Iran's distribution Industry, Using Marketing Mix of Service (8P) and , Four Actions Framework

Subject Areas : business management

Morteza farahnak ¹ , Maryam DaneshmandMehr ²

1 - Department of Management, Faculty of Humanities, Lahijan Branch, Islamic Azad University, Guilan, Iran.
2 - Department of industrial Engineering, Faculty of Engineering, Lahijan Branch, Islamic Azad University, Guilan, Iran.

Received: 2019-06-14 Accepted : 2019-08-21 Published : 2019-12-22

Keywords: blue ocean strategy, Value Creation, distributing industry, service Marketing Mix, Four Actions Framework,

Abstract :

Objective of this work is to Identification investigation of action factors for developing the Oceanic Strategy in Iran's distribution Industry Using Marketing Mix of Service (8P) and Four Actions Framework. Given that the distribution industry is a service activity. Of the elements service marketing were used as basic indicators of the industry. A questionnaire has been made, distinguishing 34 item Related to this industry with comments and interviews with some professors and distributing industry managers and 162 questionnaires were diffusion among industry activists and Data were analyzed using SPSS software for the mean of each index and it was ranked according to the score.The results obtained showed that the Four Actions Framework tool (Eliminate, Reduce, Increase and creation) can have a significant impact on appropriate resource allocation and the determination of important indicators. Overall, the most effective product index and most important items were identified as product quality, online feedback system, cost and waste reduction and product basket variety.