Codification and prioritization of dairy products of Eastern Azerbaijan Pegah company's marketing strategies: Using AHP method

Due to the Changing environment, having the appropriate strategy can help firms survive and gain competitive advantage; because the chosen strategy must also satisfy the needs of the target market, as well as comply with market and organizational objectives. Each company depending on their business and tasks, are responsible to Codification and selection of appropriate marketing strategy. While the Codification and selection of standard marketing strategy, evaluating management current operations are Simplify. In this research, by study of library resources, the most important criteria on the choice of appropriate marketing strategy to sell dairy products of Eastern Azerbaijan Pegah Company were identified. 30 experts of marketing and dairy industries were completed questionnaires and do paired comparisons between criteria and sub-criteria and alternatives were assessed by criteria too. The most important criteria effective on decision-making for the selection of appropriate marketing strategy by analytic hierarchy process approach, and using Expert Choice v. 11.0 and Super Decisions packages weighting and were ranked. The most important criteria are compliance with sanitation and the environment, consistent with the internal process, risk, the economic-business, competitive advantage, innovation and alignment with market and customer satisfaction. Then, the impact of each of the criteria obtained on four marketing strategy including the integration strategy, focus strategy, diversification strategy and defense strategy were reviewed and defensive strategy as the best marketing strategy for Eastern Azerbaijan Pegah Company was determined. And integration strategy, diversification strategy and focus strategy are the next priorities respectively. Be recommended that the Eastern Azerbaijan Pegah corporate executives instead of using plastic bags, bottles and plastic packaging, use bags that are biodegradable in the environment. The company directors also have a long-term plan to develop new products, and to understand the needs and demands of customers and their complaints and herds increase customer satisfaction.