Designing marketing strategies for kiwifruit Export to international markets based on Grounded Theory and SWOT method (A Case study of Amin Caspian Shomal co.)

International Journal of Agricultural Management and Development

دوره 11، شماره 4، زمستان 2021  

نوع مقاله: Original Article

نویسندگان

Mahdieh Madadkhah ¹؛ Ebrahim chirani²

¹Ph.D. candidate in commercial management, Faculty of Management and Accounting, Islamic Azad University, Rasht Branch, Rasht, Iran

²Assistant Professor of the Department of Management, Faculty of Management and Accounting, Islamic Azad University, Rasht Branch, Rasht, Iran (corresponding author)

چکیده

Considering the government’s advocacy of and support for non-oil exports and the importance of cultivation and job creation opportunities relating to the kiwifruit product in the northern provinces, and taking into account the limitations of the mode of distribution and competition of producing countries in the global markets, it is imperative that the preparedness of Amin Caspian Shomal company in exporting kiwifruit in order to enter the global markets and the factors influencing it are investigated. for this descriptive research, which was conducted on the basis of strategic studies process, and is applied in terms of objective and takes on a qualitative approach, the Grounded Theory method and SWOT matrix for the purpose of strategic planning have been used. on the basis of the findings of the research, and after the analysis of the information, the result of the Internal Factors Evaluation matrix was calculated at 2.08 and the External Factors Evaluation matrix was calculated at 2.24, and the strategic position of the Amin Caspian Shomal company was set in a defensive mode.

کلیدواژه‌ها

exports marketing؛ social responsibilities؛ marketing capabilities؛ managerial capabilities؛ entry strategy