Abstract:
Abstract One of the most important requirements of developing appropriate strategies for international marketing is correct identification of target markets. Using quantitative techniques and decision making skills will lead to better results regarding the evaluation of marketing strategies. In this study، first we have used internal factor evaluation (IFE) matrix for recognizing and comparing strengths and weaknesses (internal factors) of Bushehr export companies regarding participation in their target markets and then we have used external factor evaluation (EFE) matrix for recognizing and comparing opportunities and threats (external factors). As the effective criteria have been categorized in this four level (strengths، weaknesses، opportunities and threats)، we have used LINMAP technique separately for each level and at last we've unified the results of each level by using of Borda method.
Machine summary:
Evaluation of the strategies of target market selection on the basis of IFE and EFE matrixes using linmap technique (A case study of Bushehr province) Hamid Shahbandarzadeh*1, Fatemeh Haghighat2 1.
Identification of the attributes of external factors (opportunities and threats) by using EFE matrix Formulatio n of the objectives of strategic management Providin g target markets' specifications Using LINMAP technique For evaluating and grading target markets on the base of four factors Final grading of strategies using Borda method Identification of the attributes of internal factors (Strengths & weaknesses) by using Figure 1: conceptual model for evaluation of target markets Strategic planning of international marketing There are numerous variables in the field of marketing which can influence success and failure of the strategies.
A. E Participation in Malaysia Participation in India Participation in Spain Participation in Italy Participation in Ukraine Figure 2: Hierarchical Structure of Strategic Planning Model of Marketing In decision-making process, after specifying strategies and the influencing attributes, strategies are prioritized and the best possible strategy is selected.
In this regard, each of the sub-attributes related to opportunities and threats, strength and weakness points were modeled and then by combining the results of the four models through Borda method, the final grading of the alternatives were achieved.
Decision making Matrix of Marketing Strategies on the Basis of Threats Attributes and Paired Comparison of Decision Makers Attributes alternatives Import Limitations Distance Competitors Participation in Ukraine Market 4 2574.