Prioritizing Marketing Mixes of Commercial Vehicles by ANP Method - 'Iran Khodro Diesel Company'

Abstract

Marketing strategies selection is a complex decision making process and decision making is the most critical driver in determining the success or failure of an organization. This research illustrates an application of ANP method. In fact, by this method (ANP) the marketing mixes of Iran Khodro Diesel (as the biggest heavy duty vehicles producer in Iran and even in the Middle East with more than 40 years experiences in producing commercial vehicles) have been prioritized to help making decision and legislating market strategies regarding to the extracted priorities. The target marketing mixes employed in this project are 4Ps (Product, Price, Place and Promotion) that correct combination and implementation of them shows any organizations' market strategy. The results which have been extracted by Superdecisions software could be a suitable strategy for marketing process of IKD and plays an essential role in its revival, in that it has lost most of its market shares in recent years gradually in competition with newcomers. The consequences show that the commercial vehicles' customers are more Quality-oriented in comparison with others who are Price-oriented by respect to brand, technical specs/style…and price in the 6th rank!

Keywords: ANP, AHP, Strategy, Marketing mix