Study of Relationship between Environment, Marketing Strategy and Performance in Food Industries

Subject Areas :

Seyaed HamidrezaRezaei Nikoo ¹ , Nader Gharibnavaz ²

1 - نویسنده مسئول
2 -

Received: 2016-02-20 Accepted : 2016-05-21 Published : 2015-07-23

Keywords: Performance, Attractiveness of the Market, defensive strategy, aggressive strategy, Differentiation Strategy, Competitive Position,

Abstract :

This study aimed to assess relationship between environment, marketing strategy andperformance at business level in food industries. Thus, the method of this survey is a descriptiveone that follows a practical objective. This research contains 2 main assumptions and 9subsidiary assumptions. The target subjects of this research are managers, sales supervisors andsales professionals in the food industry. According to Cochran formula the sample size is 384.Questionnaire was used to collect data. Kolmogorov-Smirnov test was used as normality testand Cronbach’s alpha was used to assess the reliability of the questionnaire. Data analysis wasdone by LISREL software. After analyzing the data, all hypotheses were accepted. According tothe result, attractiveness of the market, competitive position and aggressiveness, defensivenessand differentiation strategies had the most impact on performance