Authors : Hamide Reza Saeednia, Fereshteh Soleimani and Seyed Mohamad Mirjavadi
Abstract: The purpose of formulating strategy is that mission of the organization should be determined, external environmental factors that constitute threats or opportunities for organizations should be identified, strengths and weaknesses within the organization and long-term goals should be determined and different strategies for future and specific and suitable strategies for continuing the activities of the organization should be considered. The purpose of this study is marketing strategy formulating for Padideh Dinavand Co. According to scholar marketing research and based on questionnaire of this study which included 75 questions in which questions are closed type, two-sided, multiple and Likert range. The questionnaire in the 5-fold regions of Tehran (North, South, Central, East and West) was distributed randomly to the number of 1113 copies.The extraction is done by SPSS Software and the analysis is done through descriptive and inferential statistics such as Chi-square test and Spearman correlation coefficient and t-test. It should be noted that in analyzing after collecting 1113 questionnaires and because of the importance of being an athlete or not for customer’s specification and therefore in marketing strategy, people and potential clients were divided into 2 groups of athletes and non-athletes people that referring to Tehran based physical education statistics, we have 1 million active athletes in Tehran province, only half of them are the organized athletes. From these two parts, the people who are athletes were selected and analysis on the first category including athletes was done. According to the obtained results because the company’s marketing strategy is at the stage of entering the market, therefore, specific market penetration strategy as a pioneering company with maintaining its position as product innovation as well as treadle in the new future market and early entry into a new market segment, the company should benefit and take advantage from their limited resources and avoid confrontations with larger competitors.
Hamide Reza Saeednia, Fereshteh Soleimani and Seyed Mohamad Mirjavadi, 2016. Marketing Strategy Codification of Sports Drinks (Case Study of Padideh Dinavand Food Products Industries Company). International Business Management, 10: 2100-2108.