تدوین راهبردهای بازرگانی

نوع مقاله: علمی - پژوهشی

نویسندگان

دانشگاه آزاد اسلامی واحد رشت.

چکیده

     امروزه بسیاری از شرکت­ها با چالش­هایی در زمینة تقویت و افزایش توان رقابت­پذیری خود برای بقا در محیط رقابتی کسب­وکار مواجه­اند. برای رسیدن به بهترین راهکارها، بررسی نقاط قوت و ضعف و فرصت و تهدید محیطی باعث انتخاب بهترین راهبردهای اجرائی می­شود. پاسخ­دهندگان تحقیق حاضر متخصصان یک شرکت خودروئی می­باشند، حجم نمونه 10 نفر از خبرگان آن شرکت در آن صنعت است. ابزار اندازه­گیری پرسشنامه محقق ساخته و پرسشنامه استاندارد AHP است. تحلیل داده­ها با استفاده از روش AHP و با نرم‌افزار Superdecisions انجام شد. در پژوهش حاضر راهبرد SO بهترین گزینه انتخاب شد. به همین دلیل، سازمان باید نسبت به اجرای راهبردها با توجه به نقاط قوت و فرصت­های بیرونی اقدام نماید. یافته­ها نشان می­دهد که ترتیب اولویت­بندی جذابیت راهبردها، توسعه محصولات جدید در بازارهای جدید، ایجاد تنوع در سبد محصولات و سرمایه­گذاری­های مشترک به­منظور ارتقای سهم بازار است.
 

کلیدواژه‌ها


عنوان مقاله [English]

Formulation of the Commercial Strategies

نویسندگان [English]

  • Kambiz Shahroudi
  • Seyyedeh Fatemeh Alavi Foumani
  • Tahereh Saberi Kuchesfahani
Islamic Azad University of Rasht
چکیده [English]

     Today, many companies face challenges in enhancing their ability to compete for survival in a competitive business environment. To find the best solutions, the strengths, weaknesses, opportunities and threats of the environment will lead to the selection of best execution strategies. The respondents in the survey are specialists in a car company, the sample size is 10 of its experts in that industry. The measurement tool is a researcher made questionnaire and a standard AHP questionnaire. Data analysis was performed using AHP method and Superdecisions software. In this research, SO strategy was chosen as the best option. For this reason, the organization needs to focus on the strategy's pedestrian and focus on the strengths and opportunities of the outside. The findings show that the order of prioritizing the attractiveness of strategies, the development of new products in new markets, the creation of diversification in the product portfolio and joint ventures to enhance market share.

کلیدواژه‌ها [English]

  • Strategic Planning
  • Prioritization of Strategies
  • SWOT Analysis

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