Choice a Competitive Marketing Strategy Using Analytic Network Process (Case Study: Rafsanjan Pistachio Producers Cooperative)

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Abstract
The aim of present study is choice marketing strategy for Rafsanjan pistachio producers cooperative from among three competitive strategies, differentiation, focus and cost leadership (Michael Puerto strategies). With this approach and for achieving this purpose, firstly the criteria and sub-criteria is defined for Rafsanjan pistachio producers cooperative and then has been distributed the questionnaire in the company. Finally, the collected data has been analyzed by the analytic network process (ANP) method. Data used in the present study has been collected from the Rafsanjan pistachio producers cooperative in 2013. The result of this study showed, for Rafsanjan pistachio producers cooperative the strategy with highest priority through the competitive marketing strategies, differentiation, focuses and cost leadership strategies, is focus strategy. Also, the view of the cooperative, among of sub criteria, Iran's political and economic conditions are the most important factors that influence the company's marketing strategy as well as social and cultural conditions and environmental management are the low most importance factors affecting the company's marketing strategies.

JEL Classification: Q13; C6; P13
Agricultural Economics and Development
Volume 24, Issue 2 - Serial Number 94
September 2016
Pages 25-43

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