Investigation of Strategies for Branding and Exporting Pistachio in Iran Utilizing SWOT Model and Delphi Technique
منبع:
جغرافیا و روابط انسانی دوره ۸ بهار ۱۴۰۴ شماره ۲۸
754 - 767
حوزههای تخصصی:
In today’s world of competitions, the concepts of branding and market management are accompanied by brand and branding. Branding is the only way to stay in sustainable and profitable business in the market. As an identity provider for a product or a service, the brand represents the quality of the product and the service, as well as the commitment of the provider. It finally leads to an increase in economic value and an expansion of commercial activities out of geographical border. This research aims are to investigate branding strategies and pistachio products exporting as a strategic and beneficial agricultural product of Iran. To examine this aim, the SWOT model is used to analyze weaknesses, strengths, opportunities and threats. Delphi model is employed to examine group opinions and consensus-building. The results indicated that ‘high quality of pistachio in Iran’ and ‘existence of various types’ are the most critical strength points and ‘poor modern marketing technique’s acquaintance of exporters’ and ‘not recognition of various cultural tastes and features and global standards’ are the main weaknesses. The key opportunities are ‘global fame of Iranian pistachio’ and ‘existence of various global markets’. ‘Emphasis on the branding on rival countries’ and ‘‘neglecting foreign customers’ needs’’ are the main threats in this research. The results of internal and external factors’ investigation matrices revealed that according to the final total record of internal and external factors, W-O Strategies is the strategy for branding and exporting pistachio in Iran.