نوع مقاله : پژوهشی
1 دانشگاه علامه طباطبایی، تهران، ایران
2 مدیر مهندسی و توسعه محصول شرکت بین المللی نورتوشه، تهران، ایران
عنوان مقاله [English]
In this research, one of the applied industries of the country, namely the small home appliance industry, has been considered. Small home appliance companies should choose an appropriate strategy to help the survival and growth of these companies in the competitive arena of the home appliance industry, given the environmental conditions and their current and future capabilities. Accordingly, considering the importance and necessity of strategic planning to respond to the environment, the purpose of this study is to develop a strategy for a company in the field of small appliances. A comprehensive strategy formulation framework has been used to formulate the company's strategy. This research is in terms of practical purpose and in terms of data collection method; It is analytical-survey. The statistical population of this study is an international company active in the field of small home appliances. The stages of the research were as follows: first, while reviewing the theoretical foundations of the research and studies, through Delphi technique and interviews with managers and senior experts of the company, the four dimensions of the SWOT matrix were identified and compiled and in the final phase through interviews with senior managers and collection consultants, all identified dimensions were reviewed and finalized. the most appropriate strategy for the company is a competitive strategy. In fact, the company should try to use its strengths to minimize environmental threats, and in this regard, one of the most effective solutions is to use internal power to diversify products.