Compilation and Prioritization of Date Export Strategies in Kerman Province
2021
Salmani, N. | nabieian, S. | Mehrabi Boshr Abadi, H.
The importance of dates in developing of non-oil exports makes it necessary to explain the correct marketing system in the industry. The aim of this research is to identify and prioritize the export strategies of dates with an emphasis on marketing mix in Kerman province. So a simple random sample of 18 experts of dates was selected, and by the use of SOWT technique, the export strategies were determined and then prioritized using Analytical Hierarchy Process Model. The results showed that strategies for product and promotion were prioritized, and had less sensitivity to location and price. Therefore, attention to export strategies from the view of these two points will help development. Therefore, it is recommended to pay attention to product quality, type and design of packaging in accordance to the taste of the country.By providing the exporters with international exhibitions, they are aware of competitors' performance and identify events in target markets.
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