Identification and Ranking of Attractiveness Indicators of Target Market of South Caucasus Region for Export of Iranian Agricultural Products

Document Type : Original Article

Authors

1 Associate Professor, University of Mohaghegh Ardabili, Business Management, Ardabil, Iran.

2 PhD Student in Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran.

3 Master student of Mohaghegh Ardabili University

Abstract

Introduction: The purpose of this research is to identify the market attractiveness indicators of the South Caucasus region for the export of agricultural products of Iran and to provide solutions to create a comparative advantage in the production, processing and export of products. Iranian products have the potential to develop exports and improve competitiveness in case of planning and choosing target markets and cost leadership. If the indicators of market attractiveness for export are determined, the competitiveness of these products can be increased and improved at the level of global markets by planning and formulating a suitable strategy; thus, the exports will be increased. Therefore, given the concerned very fact, this study used a qualitative method and aimed at identifying the market attractiveness indicators of the South Caucasus region for the export of Iranian agricultural products.
Materials and Methods: In terms of orientation, this is an applied study and in terms of nature, it is an exploratory one; also, in terms of data certainty, it is considered to be a qualitative study. The statistical population of the study included a group of experts, exporters of agricultural products and university professors, among which 16 interviews were conducted and analyzed. The results were extracted in a document review method and then, ranked using Analytical Hierarchiy Process (AHP) analysis.
Results and Discussion: After analyzing the interviews and prioritizing the collected data in an AHP method, 15 final factors to evaluate the market attractiveness, including the factors of market growth speed, the opportunity to earn profit in the market, the intensity of competition, the ease of entering the market (threat of new entrants), the bargaining power of buyers and the influence of cultural, social and legal factors were identified as unattractive. By reviewing and summarizing the indicators for evaluating the attractiveness of the markets that have been proposed so far in previous researches, a number of indicators were presented for evaluating the potential of the markets for export.
Conclusions: Finally, the attractiveness of markets for the export of agricultural products was evaluated. Therefore, according to the study findings and the ranking of market attractiveness indicators for exporting, some components including easy access and short geographical distance to the importing country, conducting regular marketing processes and operations, coordinating demand with the supply of goods and regular growth policies were prioritized.

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Main Subjects

References

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