Developing Export Marketing Strategy Model of Tea to Target Markets
محورهای موضوعی : Strategic planningعلیرضا فرخ بخت فومنی 1 , وحیدرضا میرابی 2 , قاسمعلی بازایی 3 , حیدر امیران 4
1 - دانشجوی دکتری تخصصی مدیریت بازرگانی، دانشگاه ازاد اسلامی واحد تهران مرکز، تهران، ایران
2 - گروه مدیریت بازرگانی، واحد بین الملل قشم، دانشگاه آزاد اسلامی، قشم، ایران
3 - استادیار گروه مدیریت بازرگانی دانشگاه ازاد اسلامی تهران مرکز، تهران، ایران
4 - استادیار گروه مدیریت دانشگاه ازاد اسلامی تهران مرکز، تهران، ایران
کلید واژه: marketing strategies, Packaging, branding, raw product purchase, tea export,
چکیده مقاله :
The main purpose of this qualitative research was designing an export marketing strategy model for tea product to the target markets. The statistical population was composed of all experts in the field of this research topic (N = 332), the sample size was determined as the same as the statistical population. Second-hand data used for collecting data and a semi-structured interview was used as a research tool. Five series of interviews were conducted with the experts. In order to identify the status of tea export, the first interview was done with tea exporters during 2016 (87 people were interviewed). The second interview was done with factory holders for investigating the status of green tea leaf and dry tea as well as the respective model (170 companies were interviewed). In the third step, the experts and practitioners were interviewed (50 people were interviewed) for providing the research model. The fourth interview was done with experts of the tea research centre and organization (10 people were interviewed) to examine the status of tea gardens, green tea, and dry tea production and the main model. Finally, some Iranian business and economic advisers were interviewed in the fifth step. The results showed that direct export - business partner was as the most suitable method to enter the target markets. Participation in the related fairs in the target country and invitation and presence of traders of target markets in Iran determined as the most appropriate method for market penetration and development strategy. Low price with more discounts was seen as more suitable in pricing strategy. Top quality and top packaging were selected as the best method regarding product strategy. Selection of top distributors in each country and chain stores were determined for the product distribution. Using the brand of target market, digital marketing, fair, and social networks were recognized as more suitable regarding promotion strategy. Gardener and factory holder cooperating, agricultural improvement of tea gardens, promoting quality of green leaf of tea, and using modern types of machinery for cultivation and harvesting in production strategy was the most important production strategy. In addition, differentiation through special taste and smell of Iranian tea, high quality, and attractive packaging design and type were recognized as more suitable selected as the best differentiation strategy.
هدف اصلی این پژوهش کیفی، طراجی مدل استراتژی بازاریابی صادرت محصول چای به بازارهای هدف است. جامعه آماری شامل تمام کارشناسان در زمینه موضوع این پژوهش بوده است (232=N)، اندازه نمونه کل جامعه آماری در نظر گرفته شد. اطلاعات دسته دوم جهت جمعآوری دادهها و اطلاعات استفاده شد، و یک مصاجبه نیمه ساختاریافته بهعنوان ابزار پژوهش مورد استفاده قرار گرفت. پنج مرحله مصاحبه با کارشناسان انجام شد. برای بررسی وضعیت صادرات چای، مصاحبه اول با صادرکنندگان چای در سال 2016 انجام گرفت (87=n). مصاحبه دوم با مالکان کارخانه برای بررسی وضعیت برگ چای سبز و چای خشک و نیز مدل مربوطه انجام شد (170=n). در مرحله سوم، کارشناسان و متخصصان برای ارائه مدل پژوهش مصاحبه شدند. (50=n). مصاحبه چهارم با کارشناسان مرکز تحقیقات و سازمان چای جهت بررسی وضعیت چای سبز و تولید چای خشک و مدل اصلی انجام شد. سرانجام، برخس از مشاوران اقتصادی و بازرگانی ایرانی در مرحله پنجم مصاحبه شدند. نتایج نشان داد که صادرات مستقیم- شریک تجاری بهعنوان بهترین روش برای ورود به بازارهای هدف بود. شرکت در نمایشگاههای مرتبط در کشور هدف و دعوت و حضور تجار بازار هدف در ایران بهعنوان مناسبترین روش برای نفوذ و استراتژی توسعه بازار تعیین شد. قیمت پایین با تحفیف بیشتر در استراتژی قیمتگذاری مناسب بود. بهترین کیفیت و بستهبندی بهعنوان بهترین روش برای استراتژی محصول انتخاب شد. انتخاب توزیعکنندگان برتر در هر کشور و فروشگاههای زنجیزهای برای توزیع محصول تعیین شدند. با استفاده از نام تجاری بازار هدف، بازاریابی دیجیتالی، منصفانه و شبکههای اجتماعی بهعنوان مناسبترین استراتژی ترویجی شناخته شدند. همکاری باغدار و صاحبان کارخانه، بهبود کشاورزی باغات چای، ارتقا کیفیت برگ چای سبز و استفاده از انواع ماشینآلات مدرن برای کشت و برداشت در استراتژی تولید بود. علاوه بر این، تمایز از طریق طعم و بوی خاص چای ایرانی، کیفیت بالا و طراحی جذاب بستهبندی بهعنوان بهترین استراتژی تمایز تشخیص داده شد.
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