Explaining the Marketing Strategies of Knowledge-based Corporations in Northwest of Iran Using SWOT Analysis

Abstract

In today’s business world, due to the constant changes and complexity of the situation in different fields, managers need to adopt marketing strategies to achieve competitive advantage and pioneer their target markets. One of the most effective approaches to formulation is the SWOT approach. The purpose of this study was to investigate the marketing strategy of knowledge-based companies in the northwest of the country and to create a SWOT matrix using a mixed research method to select the best marketing strategy. The statistical community in the qualitative section consisted of 30 managers, experts, consultants and support and related units in the surveyed companies. Participants in the quantitative section were also 100 persons, 80 of whom were selected according to Morgan table by simple random sampling. The data collection tools were qualitative interviews, focal interviews and quantitative questionnaires. The coding method, hierarchical analysis method was used for data analysis. The results of the focal interviews showed that 5 points were put into perspective. The results of Question 2 and 3, respectively, indicated that the threat of opportunity was greater and the strength of the weakness was higher, reflecting the position of companies in the home of competitive strategy (ST).