Economics and Marketing
Mohammad Kavoosi Kalashami
Abstract
Considering the position of saffron in Iran's non-petroleum export basket, establishing proper export strategy through concentrating marketing activities in markets with high priority is inevitable. This study ranks export goal markets of different Iran's packaged saffron using annual data of 2010-2012. ...
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Considering the position of saffron in Iran's non-petroleum export basket, establishing proper export strategy through concentrating marketing activities in markets with high priority is inevitable. This study ranks export goal markets of different Iran's packaged saffron using annual data of 2010-2012. To this end, three approaches of numerical taxonomy, TOPSIS and weighted riddling were applied. Results revealed that priorities for exporting different saffron powder in 10 to 30 g packages include Spain, UAE and Italy, for saffron in less than 10 g packages these priorities include Saudi Arabia and Spain, for saffron in 10 to 30 g packages (tariff code 09102013) these priorities include UAE, Spain and Saudi Arabia. Numerical taxonomy approach showed that for different saffron powder in 10 to 30 g packages Saudi Arabia and Spain, saffron in less than 10 g packages Saudi Arabia and Spain, and for saffron in 10 to 30 g packages (tariff code 09102013) United Arab of Emirates, Spain and China are heterogeneous markets. Results of TOPSIS approach showed that for exporting different saffron powder in 10 to 30 g packages and saffron in less than 10 g packages Spain is the first priority and for saffron in 10 to 30 g packages (tariff code 09102013) United Arab of Emirates is the first priority. In weighted riddling approach according to the experts' viewpoints the weight of import demand index considered as 50% and the other indices weights equal 8.3%. Results of this approach revealed that for exporting different saffron powder in 10 to 30 g packages and saffron in less than 10 g packages Spain was the first priority. Also, for exporting saffron in 10 to 30 g packages (tariff code 09102013) United Arab of Emirates was the first priority. Based on these results, for ranking markets in order to export different packaged saffron, using weighted riddling and TOPSIS methods results and for ranking homogenous markets (considering used indices) applying numerical taxonomy results were advised.
