Identifying the paradigm model of marketing strategy criteria with the approach of developing the Iranian leather market according to the conditions inside and outside the environment

Abstract

The purpose of this study was to identify the marketing strategy with the approach of developing the Iranian leather market according to the conditions of the internal and external environment based on the paradigm model and SWOT table.The research method was qualitative which was done using Delphi method and in-depth interviews with experts. The statistical population included all prominent academic experts with scientific background related to trade and marketing and experience in the field of Iranian leather market as a manager or consultant of companies producing leather products in addition to managers, manufacturers and exporters active in the Iranian leather market. Using a combination of judgmental sampling methods and snowball method, 10 people were estimated as the final sample. Finally, the research data analysis is performed according to the use of open, axial and selective‌coding‌and a paradigm model is presented.‌The results of this study showed that the most important criteria of segmentation, targeting and positioning strategy that can affect the development of the product market in the Iranian leather industry from the perspective of the interviewed elites, respectively: managers' attention to strategic beliefs, how Exploiting new and innovative markets and identifying the position and appropriateness of strategic resources of this industry.