Determine Strategies Marketing Strategy (11ps) Saffron Using of Analysis of Strategic Factors

Rastegaripour, Fatemeh; Karbasi, Alireza; Ghorbani, Mohammad

doi:10.22077/jsr.2019.791.1030

Document Type : Original Article

Authors

¹ University

² Proffesor

https://doi.org/10.22077/jsr.2019.791.1030

Abstract

For Identify strengths, weaknesses, threats and apportunities in saffron market by 7Ps marketing mix, in this study, using of factors analytical strategic. Requirement data was gathered via interviews and questionnaires from 11managers andexperts exporters Mashhad and torbat-e-heydarieh province over the period 2014-2015. Results of external Factor Evaluation Matrix (IFE) show that, Physical evidence, Packaging, Position, Public, Product, People, Protection, Promotion and Procces marketing mix, strengths dominanced on weaknesses and Price and Place marketing mix, weaknesses dominanced. Results External Factor Evaluation(EFE) Matrix show that, Physical evidence, Packaging, Position, Public, Product, People, Protection, Promotion and Procces Price and Place marketing mix,opportunities dominance has on Threats. Results of SWOT representative Price and Place mix strategies defensive and Product, Promotion, Physical evidence, People, Procces, Packaging, Protection, Public, Position and Total mix strategies diversity. The results showed that the price / location mix in the internal factors matrix had a score of 2.34 and a score of 2.10, respectively, indicating strengths and weaknesses. In the external factors matrix, these two blends score 2.71 and 2.91, respectively, which indicate opportunities overcoming threats. Therefore, consideration should be given to planning defensive strategies (emphasizing internal weaknesses and external threats and ultimately resolving injuries). Other marketing mixes emphasize the strengths of the weaknesses and the opportunities overcoming the threats, which means that planning for diversity and competitive strategies (emphasis on internal strengths and external threats) is taken into consideration.So, qspm matrix total ranking show that, create necessary conditions for registration Iranian brans,production production quality and diversified products, create information banks by integration science and experience in saffron market and Create innovation proportionate whit taste consumers is 1-3 ranks, respectively. Thus, proffer researchs in bases brands and protectiom, procces, product and packaging marketing mix.

Keywords

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