A Qualitative Model for Enhancing Dairy Market Share in Iran
Category: Innovation & Markets · Effect: Strong effect · Year: 2024
Developing a localized strategy that considers internal marketing, product lifecycle, market attractiveness, marketing mix, competitive strategy, planning, customer characteristics, competitive environment, market turbulence, and management risk is crucial for increasing market share in the Iranian dairy industry.
Design Takeaway
Designers and marketers should focus on creating holistic strategies that encompass product, promotion, pricing, and distribution, while also being mindful of the unique Iranian market conditions and competitive pressures.
Why It Matters
Understanding the specific contextual factors influencing market share is vital for businesses operating in unique economic and cultural landscapes. This research provides a framework for dairy companies in Iran to tailor their strategies for greater market penetration and competitive advantage.
Key Finding
The study identified a comprehensive set of causal, background, intervening factors, strategies, and consequences that influence market share growth in the Iranian dairy sector, leading to a proposed strategic model.
Key Findings
- Internal marketing, product lifecycle management, market attractiveness, marketing mix, competitive strategy, and planning/targeting are key causal conditions.
- Customer characteristics, competitive environment, and market turbulence are significant background factors.
- Market share development strategy is the central phenomenon.
- Strategies include market share management, sales promotion, advertising, competition, brand value, and market segmentation.
- Management risk and sustainable competitive advantage are intervening factors.
- Consequences include brand position stabilization, profitability, bargaining power, and increased market share.
Research Evidence
Aim: To develop a local model for increasing market share within the Iranian dairy industry using a qualitative approach.
Method: Qualitative research using a grounded theory approach.
Procedure: Semi-structured interviews were conducted with 12 experts in marketing and dairy industry management until theoretical saturation was achieved. Data was analyzed using MAXQDA.20 software to develop a paradigm model.
Sample Size: 12 participants
Context: Iranian dairy industry
Design Principle
Contextualized strategic planning is essential for market share growth.
How to Apply
Dairy companies in Iran can use this model to audit their current strategies and identify areas for improvement in their marketing mix, competitive positioning, and customer engagement.
Limitations
The findings are specific to the Iranian dairy industry and may not be directly transferable to other sectors or geographical regions. The qualitative nature of the study relies on expert opinion.
Student Guide (IB Design Technology)
Simple Explanation: This study shows that to sell more dairy products in Iran, companies need to think about many things like how they market internally, what stage their products are in, what customers want, and how competitors are acting. They also need specific plans for advertising, sales, and building their brand.
Why This Matters: Understanding how different factors combine to influence market share is crucial for developing effective business and marketing strategies in any design project that involves bringing a product to market.
Critical Thinking: To what extent can this model be generalized to other industries within Iran or to dairy industries in different cultural contexts?
IA-Ready Paragraph: This research provides a localized model for increasing market share within the Iranian dairy industry, identifying key causal conditions such as internal marketing and marketing mix, background factors like customer characteristics and market turbulence, and strategic interventions including advertising and sales promotion. The findings emphasize the importance of a context-specific approach to market development.
Project Tips
- When researching a market, consider the specific cultural and economic context.
- Use qualitative methods like interviews to gain deep insights from industry experts.
How to Use in IA
- Reference this study when discussing market analysis, competitive strategy, or the development of marketing plans for a product.
Examiner Tips
- Demonstrate an understanding of how market dynamics and strategic decisions influence product success.
Independent Variable: ["Internal marketing","Product lifecycle management","Market attractiveness","Marketing mix","Competitive strategy","Planning and targeting","Customer characteristics","Competitive environment","Market turbulence","Management risk","Sustainable competitive advantage"]
Dependent Variable: Market share development strategy
Strengths
- Provides a detailed, context-specific model for market share growth.
- Utilizes a qualitative approach to capture nuanced insights from experts.
Critical Questions
- How can the identified strategies be quantitatively measured for their impact on market share?
- What are the potential challenges in implementing this model in smaller dairy businesses with limited resources?
Extended Essay Application
- An Extended Essay could explore the application of this model to a different industry or country, or investigate the quantitative impact of specific strategies identified in the model.
Source
Presenting the local model of increasing the market share in Iran's dairy industry with a qualitative approach · ارزش آفرینی در مدیریت کسب و کار · 2024 · 10.22034/jvcbm.2023.402286.1117