Development of Operational Strategies for Branding Ferula assa- foetida L. Medicinal Plant (Case study: Rangelands of Kerman Province, Iran)
محورهای موضوعی : Socio-Economics
Mersad Borjoeifar
1
(Ag. Econ. Dept.)
Sedigheh Nabieyan
2
(Ag. Econ. Dept.)
Mohammad Reza Zare Mehrjerdi
3
(Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman)
Amir Saadatfar
4
(Research & Technology Institute of Plant Production, Shahid Bahonar University of Kerman)
کلید واژه: Analytical Network Process (ANP), Analytical Hierarchy Process (AHP), Medicinal herbs, SWOT technique,
چکیده مقاله :
Kerman province has a high ranking in terms of the area of the medicinal herb Ferula assa-foetida; a species of Umbelliferae family. The oleo-gum-resin is extracted from its roots and used in medicine and industry. It has a great economic value for beneficiaries and exporters. As branding is one of the important issues in the field of natural resource economy, the purpose of this study is to evaluate the branding strategies of this medicinal plant using SWOT (- Strengths, Weaknesses, Opportunities and Threats) technique in Kerman province, Iran. In this regard, a random sample of 19 experts working in this field was obtained. The necessary data were collected by interviewing and completing the questionnaire in the summer of 2017. After identifying the strengths, weaknesses, opportunities and threats of Ferula assa-foetida branding, strategies were formulated using Analytical Network Process (ANP) technique to determine their weights. The results showed that Kerman province is in Strength-Opportunity (SO) situation in terms of branding potential. Therefore, in line with this situation, five strategies and nine operational plans were identified and prioritized based on the marketing mix elements (4Ps, Product, Price, Place and Promotion) and using the Analytical Hierarchy Process (AHP) technique, respectively. Price and product strategies are considered more significant than place and promotion strategies. The operational price program of imitating the model of successful countries in the field of processing, pricing and branding of medicinal herb (with the weight of 0.337) was considered by experts as the first priority. Therefore, making the studies target to utilize natural situations properly, sweet and bitter type of operation, and resistance to pests and diseases of this medicinal plant under the supervision of the Forests and Rangelands Organization of Iran are good solutions for continuous presence in the domestic and foreign markets.
Akhlasy, A., Shafiee, R., Ansary, F., 2016. Provide a native branding model for online retailers using a qualitative database theory method. New Marketing Research, 21 (2): 167-187. (In Persian)
Anonymous, 2005. National mapping agency. Atlas of Map and Spatial Information (Kerman Province). National Surveying Organization (Management and Planning Organization), Tehran. Iran, 1 pp. (In Persian)
Anonymous, 2017. Department of Natural Resources and Watershed Management of Kerman, Kerman, Iran. (In Persian)
Asghari Mirak, A., Mohammadzadeh Hesari, M., 2013. Commercialization of medicinal plants, challenges and solutions. First National Conference on Medicinal Plants and Sustainable Agriculture. October 9, 2013, Hegmatane Environmental Evaluators Association, Hamedan, Iran. (In Persian)
Azar, M., Momeni M., 2001. Statistics and its application in management. Volume II. Tehran, Iran: Samt Publication. (In Persian)
Badri, S., Rahbari- Zadeh, M. H., 2009. Developing strategic strategies for H. R. Development at higher education and research management and planning institute. Management and development, 21(1): 60-87. (In Persian)
Carlucci, D., Schiuma, G., 2008. Applying the analytic network process to disclose knowledge assets value creation dynamics, Expert Systems with Applications, 36 (4): 7687-7694.
Delavar, 1. H., Saharkhiz, M. J., Kazerani, N., 2014. Essential oil analysis and phytotoxic activity of Ferula assa-foetida L. Iranian Journal of Medicinal and Aromatic Plants, 30 (3): 433-444. (In Persian)
Eskandari Damaneh, D., Sharafatmandrad, M., 2017. Assessing the effects of different incision techniques on Ferula assa-foetida properties. Journal of Rangeland Science, 7 (1): 45-54.
Food and Agriculture Organization of the United Nations (FAO)., 2017. Retrieved from www.fao.org.
Forouze, M. R., Mirdeilami, Z., 2018. Native herbal medicine and prioritization of medicinal herbs business in Chahar Bagh rangelands of Golestan Province. Journal of Rangeland, 12 (4): 493-596. (In Persian)
Forouze, M. R., Barani, H., Yeganeh H., Mirdeilami, Z., 2019. A survey of local communities' inclination towards the production and cultivation of medicinal plants (Case study: Kamalan, Golestan province). Journal of Rangeland, 13 (1): 101-112. (In Persian)
Ghassemi Arian, A., Rouhani, H., Haji Mir Rahimi, D., 2017. The Entrepreneurial package of asafoetida production in dryland conditions. Asrar-e-Elm Publication, Tehran, Iran. (In Persian)
Habibi Qahfarakhi, N., 2013. Marketing of medicinal plants and its role in sustainable agricultural development. First National Conference on Medicinal Plants and Sustainable Agriculture. October 9, 2013, Hegmatane Environmental Evaluators Association, Hamedan, Iran. (In Persian)
Haimid, T. Rizky, D., Abu Dardak, R., 2012. Branding as a strategy for marketing agriculture and agro-based industry products. Journal of Economic and Technology Management Review, 7(20): 37-48. (In Persian)
Hossein Jafari, S., Sepehri, A., Sultanloo, H., Karimian, A., 2018. Investigating the effect of edaphic factors and cutting times on resin yield of Ferula Pseudalliacea plant in desert rangelands of Yazd province. Iranian Journal of Rangeland and Desert Research, 25 (4): 888-897. (In Persian)
Iranshahi, M., Iranshahi, M., 2011. Traditional uses, phytochemistry and pharmacology of Asafoetida (Ferula assa-foetida oleo-gum-resin)-A review. Journal of Ethnopharmacology, 134 (1): 1-10. DOI: 10.1016/j.jep.2010.11.067
Jahangir, F., 2014. Investigating the effects of Halal Food branding on creating competitive advantage (Case study: Food producers of Tehran province). M.Sc. Thesis. Faculty of Management and Economics. Payame Noor University of Tehran. Iran. (In Persian)
Jharkharia, S., Shankar, R., 2007. Selection of logistics service provider: An analytic network process (ANP). Omega, 35(3): 274-289.
Jusu, A., Sanchez, A. C., 2013. Economic importance of the medicinal plant trade in Sierra Leone. Journal of Economic Botany, 67(4): 299-312.
Karimian, V., Sepehri, A., Barany, H., 2018. The effect of different types of Ferula assa-foetida utilization on latex production (Case study: Tangesorkh rangelands, Kohkiluyeh and Boyerahmad provinces). Journal of Rangeland, 12 (3): 295-304. (In Persian)
Khalifa, T., Abdul Fadeel, A., 2015. The role of branding as one of marketing tools in textile industry. Journal of Textile Science & Engineering, (5)1: 182-183.
Koutra, C. Thespol, M., Ngugi, I., 2015. The Role of branding, promotion and subculture in the consumption of breakfast cereals in Thailand. Journal of Hotel & Business Management, (4)1: 113-120.
Lee, H., Lee, S., Park, Y., 2009. Selection of technology acquisition mode using the analytic network process. Mathematical and Computer Modeling, 49: 1274-1282.
Masoomezadeh Zavareh, A., Ebrahimi, A., Shamsi, J., Dehnavi, Kh., 2013. Operational plan of saffron’s branding in Iran. Saffron Agronomy & Technology, 1(2): 39-68. (In Persian)
Menon, S., 2016. Branding and models of branding. International Journal of Research and Scientific Innovation, 3: 47-53.
Meredith, E. D., Fred R. D., Forest R. D., 2017. The quantitative strategic planning matrix: A new marketing tool. Journal of Strategic Marketing, 25(4): 342-352.
Minten, B., Singh, K.M., Sutradhar, R., 2013. Branding and agricultural value chains in developing countries: Insights from Bihar (India). Food Policy, 38: 23-34.
Moghaddam, M., Farhadi, N., 2015. Influence of environmental and genetic factors on resin yield, essential oil content and chemical composition of Ferula assa-foetida L. populations. Journal of Applied Research on Medicinal and Aromatic Plants, 2: 69-76. (In Persian)
Moradi, A., 2008. Brand position in advertising. M. Sc. Thesis. Faculty of Visual Arts. Tehran Art University. Iran. (In Persian)
Porkhatoon, M. R., 2016. Improve plant products. Agricultural Jihad Organization of Kerman Province, Iran. Retrieved from http://agrijahad-kr.ir. (In Persian)
Quiroz, D., Towns, A., Legba, S. I., Swier, J., Brière, S., Sosef, M., Andel, T., 2014. Quantifying the domestic market in herbal medicine in Benin, West Africa. Journal of Ethnopharmacology. 151(3): 1100-1108.
Riffenburgh, R. H., 2012. Statistics in Medicine, 3rd ed. Chapter 11 - Tests on Ranked Data. Academic Press, pp. 221-248. Available at: http://doi.org/10.1016/B978-0-12-384864-2.00011-1.
Rouhi-Moghaddam, E., Joloro, H., Memarian, H., 2017. Determining range Suitability using fuzzy and hierarchical method (Case study: Bagheran Birjand watershed, South Khorasan province, Iran). Journal of Rangeland Science, 7 (3): 232-241.
Saaty, T.L., Vargas, L.G., 2006. Decision making with the analytic network process: economic, political, social and technological applications with benefits, opportunities, costs and risks. Springer, New York.
Sehat, S., Parizadi, S., 2009. Applying the network analysis technique in strengths, weaknesses, opportunities and threats. Industrial Management, 1 (2): 105-120. (In Persian)
Sharifiyan Bahrman, A., Barany, H., Abedi Sarvestani A., Haji Mullahoseini, A., 2018. Evaluating the strengths, weaknesses, opportunities and threats of exploitation of rangelands (Case study: Aghghala rangelands in Golestan province). Journal of Rangeland, 12 (1): 1-13. (In Persian)
Sher, H. Aldosari, A. Ali, A., Boer, H., 2014. Economic benefits of high value medicinal plants to Pakistani communities: An analysis of current practice and potential. Journal of Ethno Biology and Ethno Medicine, (10)71: 112-128.
Shukla, R., 2012. Use of branding in agricultural commodities for value addition. Journal of Agrotechnol. (1)2: 63-71.
Shah, N.C., Zare, A. H., 2014. Asafoetida (Heeng): The well-known medicinal- condiment of India & Iran. The Scitech Journal, 1 (4): 30-36.
Zebardast, A., 2010. Application of Network Analysis Process (ANP) in urban and regional planning. Fine Arts, Architecture and Urban Design, 1(41): 79-90. (In Persian)
Zivkovic, Z., Nikolic, D., Djordjevic, P., Mihajlovic, I., Savic, M., 2015. Analytical network process in the framework of SWOT analysis for strategic decision-making (Case study: Technical faculty in Bore, university of Belgrade, Serbia). Journal of Acta Polytechnica Hungarica, 12(7): 199-216.
