Investigating the effect of mixed marketing elements (4P on increasing sales and foreign market share in Pegah Golpayegan dairy company)

Dissertation for Master Degree

(M.A)

Business Management Orientation

Abstract

In today's world, companies compete with each other to achieve higher sales and profits. The need to pay attention to the marketing mix in companies is vital to increase sales, especially in Pegah Golpayegan Company. In a competitive structure, the market is more than anything, management's knowledge and understanding of the customer's opinions and demands and the assessment of how to use the marketing mix in the market in order to achieve a certain amount of sales and the size of the desired market share.

In this research, the researcher seeks to investigate the effect of using the elements of the marketing mix on increasing sales from the point of view of professors and managers of sales agencies, and the priority is the effect of each of the elements of the marketing mix on increasing sales.

The method of this research is practical in terms of purpose and in terms of The nature and research method is descriptive-survey. This research has used the field method (descriptive-survey) to collect information.

The result of this research indicates that the marketing mix plays a significant role in increasing the sales and market share of Pegah Dairy Company in the foreign market, and the most important marketing mix is ??the product mix, which can increase the sales and market share of Pegah Golpaygan Dairy Company in the market by addressing the characteristics of the product, such as quality, packaging, etc.

Key words: marketing mix, sales, market share, Pegah Golpayegan dairy company;

Chapter one:

Research overview

Introduction

Various definitions have been given for marketing, such as a group of related business activities, a business phenomenon, an economic process, a process of exchanging or transferring ownership of products. The process of adjustment of supply and demand and many other meanings. Each of these definitions expresses a corner of marketing activities, but its complete definition and logic on the marketing trend is not new. Today, experts define marketing as the process of satisfying human needs and desires. According to Philip Kotler, the most prominent expert in this field, marketing is: a human activity aimed at satisfying needs and desires through the process of exchange (Rusta et al., 1378, p. 7).

Today, we see that organizations and business companies are facing increasing competition, both domestic and foreign, in terms of increasing sales and achieving a larger share of the market. The Araj factory has reached the point of closure, the national shoe industry has made extensive downsizing, and the country's textile and shoe industry has lost ground in the competition with Chinese competitors. In this situation, we see that some companies have come out of this fight with pride. Select Industrial Group started its work from a small washing machine production workshop (Haier twin) and now it has become a large industrial group with the brands Snowva, Haier, Daewoo and Technogas. What is important in the meantime is marketing and strategic marketing planning through the use of mixed marketing factors. In other words, factors such as product, price, channel, distribution and promotion play an essential role in increasing the sales and market share of the company's products among competitors, which, unfortunately, has received less attention in Iranian companies and commercial institutions. The reason for this is clear to some extent. These institutions, unlike prominent companies or active in prominent markets of the world, do not have a scientific, accurate and correct view of marketing management. Therefore, in total, our country occupies a small share of the market among competitors. The same situation is observed in the domestic market. Some companies and institutions have not felt the need for scientific and modern methods of marketing management due to the history of producing special and exclusive products and the excessive market demand for their products, and therefore they have had problems with changing market conditions. Some of these companies still continue to use traditional and unscientific sales methods and produce, distribute and price based on the same. The need to pay attention to the marketing mix in companies to increase sales, especially in Pegah Golpayegan company, and also to continue the company's activity is vital.In a competitive market structure, more than anything, it requires the management to be aware of the customer's opinions and demands and evaluate how to use the marketing mix in the market in order to achieve a certain amount of sales and the size of the desired market share, and the key to success in this field requires the intelligent use of marketing research results (Ali Mirzaei, 2013 p.: 4). Commodity or product in the market is calculated. For this reason, companies seek to increase their sales compared to their competitors, but despite this, in Pegah Golpayegan company, less attention has been paid to the effect of using the elements of the marketing mix and observing the general principles in it. According to the research, marketing has a special importance in determining the company's status in the target market as well as attracting customers. It allows organizations and companies to create and use a competitive advantage in the market environment (Collier, 1991). Marketing mix is ??used in the strategic market plan, because it is believed that this model is flexible enough and can be used in different companies and business institutions to achieve the company's marketing goals. In other words, it helps to get a complete understanding of the market, and as a result, gains in increasing sales and market share. The sales of the company can be changed by changing the variables known as marketing elements. For example, by changing product features such as improving product quality, packaging, or design, more value can be created for customers, or if the prices are flexible according to demand, the sales price will increase by reducing the sales price, and the income from the sale of products will increase accordingly.

By increasing the distributors and distribution channels and by optimizing the status and speed of distribution, the company's sales and market share will increase.

In this research, the researcher believes that Pegah Golpayegan Company It is not excluded from the rule of commercial companies, and in other words, all the cases in the production and marketing of the products of that company will also be an example. Now, considering the increase in the competitive conditions of the market and the possibility of facing the consequences of joining the World Trade Organization, with the definition of this project, the researcher seeks to investigate the effect of using marketing mix elements on increasing sales from the point of view of professors, managers, and sales representatives, and to study the priority of the influence of each of the marketing mix elements on increasing sales. does Selling products is no longer simply a thing of the past. The monopoly market space has been broken and competition has replaced it. In this space, competitors are struggling to increase their share of the market. In such a situation, a company will be more successful and can have more sales if it can recognize and estimate the parameters affecting the needs and wants of customers. Therefore, other companies cannot operate successfully without a change in management attitude and without optimal use of marketing mix elements. Several researches have been done regarding the effect of marketing mix factors on sales. This research is generally related to the elements of marketing mix such as price, product, promotion and distribution channel, and also deals with the drivers of the subset of these elements.

Based on this principle and due to the importance of this issue, the researcher decided to conduct his research in this field on Pegah Golpayegan Company and provide the obtained results to future researchers for more and more complete research.

1-3- Definitions Theoretical and operational research

Marketing: Marketing is the process of planning and realizing an idea of ??pricing, advertising, and distribution of goods, services, or ideas and thoughts.

International marketing: in the simplest way, it is the implementation of one or more marketing activities from one side to the other side of a country's national borders. can fulfill