Keywords : Fuzzy Analytic Hierarchy Process


Investigating the Situation of Lacquered Wire Kavir Yazd Company in Lifecycle and the Fit between Marketing Strategy and Marketing Mix

Aliakbar Beygiyazdi; Shahnaz Nayebzadeh; Abolfazl Davoodi Roknabadi

Marketing and Branding Research, 2018, Volume 5, Issue 3, Pages 190-205
DOI: 10.33844/mbr.2018.60354

A strategy is the basic pattern of current and planned objectives, operation and allocation of resources, an organizations interactions with the markets, competitors, and other environmental factors. The main focus of marketing strategy is to allocate and coordinate with marketing activities and resources, and to provide operational objectives in terms of a market - specific product. The strategy can determine success in the world of today mega competitive in the life cycle of the organization if properly allocate organizations resources and marketing mix also fit in with this strategy. The aim of this study was to examine the life cycle of Kavir Lacquered Wire of Yazd Company and its status in the companys life cycle and to review the fit between companys marketing strategy and marketing. The judgmental method sampling among managers and experts was applied and the descriptive research which employed questionnaire and survey methods was used to collect the data.  Descriptive statistics showed that this company is in the growth stage of its life cycle and the companys strategic reference points shows that the attack or siege were the main reason of choosing marketing strategy. Data analysis techniques using fuzzy AHP also revealed that the company marketing mix and marketing strategy had only the promotion fit. According to the wire Kavir Yazd Company approach in the context of intelligence capabilities and scientific management; investigating the companys position in the life cycle and also companys strategy and marketing mix will eventually improve manager insight in marketing management.