Developing a marketing plan in order to increase the sales of Alvand Kashi company

Dissertation for Master's Degree (M.A)

"Marketing" trend

Abstract

The need for scientific planning of Elvand Kashi Industries Company was the basis for the creation of the issue of developing a marketing plan in the eyes of the researcher. Therefore, in order to achieve this goal, after obtaining permission, the researcher proceeded to identify the approach of the managers of different departments, especially the sales department and sales staff, towards planning, and in order to get to know the opinions of the customers and stakeholders of this organization, who were designated as key representatives (because it was recognized as B 2 B category), the information collected was through a questionnaire, so a descriptive research method was used, and in order to determine the current position of the company in the business after library and field studies and the information from the questionnaire that is available to the managers Various departments and sales staff were placed, we evaluated the industry, market and competitors and we were able to determine the appropriate strategies by identifying the strengths, weaknesses, opportunities and threats while answering the second question of the research using the Ansef matrix and also the sales goals after forecasting the sales according to the forecasting model of Holt-Winters were always predicted for the next three years and from the results obtained from a questionnaire that was distributed among the key sales representatives of the company throughout the country. The weaknesses and strengths of the marketing mix, which was the fourth question of the present research, were identified and determined, and subsequently the marketing action plan was expressed after matching the goals in the form of the marketing mix by presenting suggested solutions. In better words, decision-making is the central core of management, which is reflected in all other tasks, and for this reason, some (such as Herbert Simon) consider management and decision-making to be two synonymous terms.

In the traditional view of management, planning is the starting point of all movements in an organization. Its importance has been revealed to all managers and experts since the distant past. In this direction, the flood of transformation of organizations from simple to complex and with countless processes and huge economic, social, political and technological developments, especially in the last decade, has caused the emergence of new scenes and new attitudes towards this category. In the new approach, the issues of strategic or strategic planning in organizations have been raised, which is an important step in the direction of realizing and achieving the goals of organizations. A strategic plan is a document that specifies the vision, mission, goals and future strategies of an organization along with the set of resources required for their successful implementation and can make the impossible dreams of an organization come true. Organizations that have a strategic plan are more likely to achieve what they want than organizations that do not. Without a strategic plan, the organization is like a ship without a rudder. Strategic planning determines the direction and destination of the organization. This program, by examining the internal and external environment of the organization, identifies opportunities and environmental threats and internal strengths and weaknesses, and considering the organization's mission, formulates long-term goals for it, and to achieve these goals from among strategic options, designs strategies that rely on internal opportunities and strengths, eliminate weaknesses, overcome environmental threats, and lead to the organization's victory in the existing competitive environment. [1]

The category of marketing and not having a clear plan and position for the future is considered the most important weakness and challenge for the country's organizations and enterprises. In this way, the increasing importance of marketing and planning has made it very useful and vital for today's companies and institutions, and it seeks many benefits. Today, having competitive power is the basis of the company's survival. On the other hand, having and maintaining competitive power requires information above all. Companies must have a lot of information from competing organizations, intermediaries and other forces and factors that are active in the market. Information is considered as one of the important items of strategic assets and marketing tools. Gathering information about competing organizations plays a vital role in formulating strategies.Therefore, tracking, understanding and reacting to competitors has been discussed as a special aspect of marketing activities, and it is necessary for organizations to implement an effective program called competitive intelligence, which includes many other branches such as economics, marketing, military theory, and strategic management. Futurist

3. Plan to choose a specific form for the future: future-setter

The central idea of ??this research is that entering and penetrating domestic and foreign target markets requires a comprehensive attitude and planned and targeted marketing actions and activities. Therefore, he considers it necessary to have a scientific planning for the successful management of the company and efficient and effective marketing, and he seeks to provide a marketing plan to explain the current state of the company according to the customers, competitors and the external environment of the company and provide guidelines for the realization of goals and the implementation of marketing measures, which in practice will be the basis of all decisions and marketing strategies of the company. The advantages of marketing planning include:

3.Economic efficiency

4.Adaptation to changing environmental conditions

5.Correct use of resources

6.Availability of control tools

7.Possibility to measure progress

8.Employee awareness of the organization's goals and their role

9.Work group strengthening

10.Achieving personal goals

2-1- Research questions

This research helps the company in the following basic issues:

1- What position are we in? (Analysis of the existing situation)

2- What position do we want to reach? (goal setting)

3- How do we want to reach the new position? (Possible solutions)

4- How do we make sure we have reached a new position? (Monitoring and evaluation)

3-1- Research objectives and its necessities

The globalization of the economy, the acceleration of technological changes, and the explosion of information have caused organizations to endure more pressure to remain in the competitive scene. They have realized that only focusing on past events and examining past information is not very effective, but careful examination of the environment and obtaining information from emerging events will continue their life.

The basic objectives of conducting research can be summarized in the following:

Understanding and knowing about the current state of the industry

Identifying internal and external factors affecting the company's marketing activities to identify opportunities, threats, strengths and weaknesses of Kashi Company

Determining sales goals

Developing a marketing plan to achieve sales goals

4-1- Research questions

1- What is the current approach of Kashi Alvand company to marketing planning?

2- What are the weaknesses and strengths of Kashi Elvand company and what are the opportunities and threats from the managers' point of view?

3- How are the sales goals of Kashi Elvand company determined? How is it related to marketing mix factors? 5-1- Research applications and users of the results Based on the collection of primary information, Kashi Alvand company does not have advanced scientific marketing planning, and this research is considered a scientific effort and step in implementing an effective program in this company. The benefits of using an effective marketing program can also be summarized in the following cases:

Helps managers in implementing and controlling strategies.

Helps in providing resources to implement the strategy.

Enables the use of limited resources.

Helps in determining tasks, roles, responsibilities and work timing.

Identifies environmental opportunities and threats and internal strengths and weaknesses. The marketing program can improve its competitive position and achieve satisfactory growth and profit. If the marketing program in this company is evaluated as a successful pilot study, this planning model can be suggested for other companies active in this industry.