عنوان مقاله [English]
Saffron is considered as an important crop for farmers of the Khorasan Razavi province due to the ability to create high employment and generate appropriate income. Problems of saffron producers in marketing and export has caused this product not to be in a good position in the world market despite its high quality. Therefore, the study of marketing mix as one of the most important factors affecting marketing of saffron in the region seems to be necessary. In order to identify the strengths, weaknesses, opportunities and threats of marketing mix of saffron, a strategic factor analysis approach was used in this study. The required information was collected through face-to-face interviews and completing a questionnaire with managers and experts of saffron producing and exporting companies in Mashhad and Torbat Heydarieh cities in 2015. To investigate the validity of the questionnaire, the questionnaires were reviewed by supervisors and consultants and several experts. At first, some initial questions were completed and using the Cronbach's alpha method, the reliability coefficient was 0.79. The results of the internal factor matrix showed that the weaknesses overcome the strength and, according to the results of external factors matrix, the points of opportunity are superior to the threat. The results of the study showed that the increase in the value added due to saffron processing with a score of 0.57 and export value with a score of 0.54 are the most important strength and low purchase price of farmers with a score of 0.13 and a lack of knowledge of the price of competitors with a score of 0.11 are the most important weaknesses in marketing mix price. Also, the export of the product with different qualities based on the financial ability of target customers with a score of 0.32 and price determination based on the competitive and economic environment with 0.23 are most significant opportunities, and the volatility of the exchange rate with a score of 0.4 and a price fluctuation in the export market with a score of 0.36 are the most important current threats of saffron marketing. The general results obtained from the status analysis matrix indicate that the saffron processing factor strategies are defensive. Therefore, according to the results, the strategies of establishing a regional exchange market for saffron and long-term control of prices in export markets with the aim of paying attention to pricing and fair purchase are suggested.
Astuti, R., Silalahi, R., and Wijaya, G. 2014. Marketing strategy based on marketing mix influence on purchasing decisions of malang apples consumers at giant Olympic Garden Mall (MOG). Agriculture and Agricultural Science Procedia 3: 67–71.
Borza, S.I., and Borza, I.C. 2014. A broad analysis of marketing strategies for their incorporation as activities in a user centered process. 21st International Economic Conference. Sibiu, Romania. Procedia Economics and Finance 16: 239–250.
Erabi. S.M. 2006. Strategic Planning. Publications Office of Cultural Research, Tehran.
Gregson, A. 2008. Pricing Strategies for Small Business. Self Counsel Press, ISBN 978-1-55180-979-3.
Harisudin, M., Setyowati, N., and Wahyu Utami, B. 2014. Formulating and choosing strategy of processed catfish product development using the SWOT matrix and QSPM; a case study in Boyolali regency. World Applied Sciences Journal (Innovation Challenges in Multidiciplinary Research & Practice) 30: 56-61.
Hatef, H., and Karbasi, A. 2013. The role of the state in the production and productivity of agriculture sector (Case study: Asian productivity organization member states). Agricultural Economy 7 (3): 1-25.
Hekmatpanah, M., Kiani Abari, M., Naghsh Nilchi, A., and Nasri, M. 2012. Target market selection using fuzzy analytic hierarchy process (AHP) and technique for order preference by similarity to ideal solution (TOPSIS) methods. African Journal of Business Management6 (20): 6291-6299.
Hoseini, S., and Ghalandari, A. 2007. Survey margin of saffron marketing. 6th Conference on Agricultural Economics, 29-30 October 2007, Mashhad.
Hossaini, M., and AhoGhalandari, M. 2006. Search marketing margin saffron. Proceedings of the Sixth Conference of Agricultural Economics, November 8-9 2006, Mashhad.
Kavosi Klashmi, M. 2015. Identifying and prioritizing target markets packaging Iranian Saffron. Saffron Agronomy and Technology 1 (3): 43-48.
Kavosi Kelashemi, M. 2015. Determine and prioritize the target markets for exports of various types of Iranian saffron. Journal of Saffron Agronomy and Technology 1 (3): 43-48.
Khaledi, K., and Rahim Zadeh, A. 2008. Strengths, weaknesses, opportunities and threats to Iran's agricultural export processing facility. Agricultural Economics and Development 62 (16): 83-104.
Kohansal, H.R., and Tohidi, A.H. 2015. Experimental study of the effect of exchange rate fluctuations on Iran's demand for saffron exports. Saffron Agronomy and Technology3 (1): 34-42.
Kushwaha, G.S., and Agrawal, Sh.R. 2015. An Indian customer surrounding 7P's of service marketing. Journal of Retailing and Consumer Services 22: 85–95.
Lin, Ch.W., and Chang, H.Ch. 2010. Motives of transfer pricing strategies– systemic analysis, Industrial Management and Data Systems 110 (8): 1215–1233.
Low, S.P., and Tan, M.C.S. 1995. A convergence of western marketing mix concepts and oriental strategic thinking. Marketing Intelligence and Planning 13 (2): 36-46.
Mahmoodi, H., Karbasi, A., FakariSardhaee, B., and Farsi Aliabadi, M. 2014. Central Market Hypothesis test the continuity and saffron in the province of Khorasan Razavi, North and South. Saffron Agronomy and Technology2 (3): 215-223.
Mahpeykar, Z., and Daneshvar Kakhki, M. 2014. Anticipated retail price of saffron Khorasan. Second National Conference on Sustainable Agriculture and Natural Resources, 21 October 2014, Arvand institutions of higher learning.
Pezeshki Rad, Gh., and Feli, S. 2009. Challenges and solutions for the processing, marketing and export of saffron: the application of Delphi technology. Agricultural Economics 4 (1): 137-157.
Poursaelehi, F., Khashei Sioki, A., and Bidokhti, Z. 2015. Change the pattern and density of the virtual water value around Saffron. Journal of the saffron Researcher 4 (8): 18-30.
Puspitasari, N., Rumita, R., and Yuda Pratama, G. 2013. Development business strategy Small and Mid-sized Industrial Firm by SWOT, QSPM, MAUT model. J@TI Undip 8 (3): 171-180.
Rezvani, H., and Talebnejad, A. 2010. Locating conceptual framework pricing strategies in the product life cycle according to marketing strategic reference points. Business Reviews 8 (42), Tehran.