Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Designing a market-oriented strategic positioning model in the clothing industry using the Delphi technique

Document Type : Excerpt from a doctoral dissertation

Authors
1 Associate Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
2 Doctoral student of Business Administration, Payam Noor University, Tehran, Iran
3 Professor of the Business Management Department of Payam Noor University, Tehran, Iran
4 Assistant Professor, Department of Business Management, Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran
10.52547/JABM.3.2.109
Abstract
Objective: According to the importance of strategic positioning, the present study aims to provide a model for market-oriented strategic positioning in the apparel industry using the Delphi technique.
Methodology: The statistical population in this study is the garment industry experts in Tehran province that 15 people have been consciously selected as the sample size and as the panel of experts. Data collection tools are notes from previous research and a questionnaire to collect data from the panel of experts. Delphi method was used to analyze the collected data in 3 steps.
Findings: After analyzing the data obtained from the Delphi technique in 3 stages, a paradigm model of market-oriented strategic positioning in the clothing industry was presented. Findings show that this model has 7 variables of organizational factors (9 components), customer factors (5 components), competitiveness (2 components), contextual factors (4 components), strategies (4 components), facilitators (5 components) ) And the consequences as a dependent variable (3 components).
Conclusion: Based on the findings and by creating a suitable brand position in the clothing industry, which today is also competing with foreign brands, it is possible to create appropriate competitive conditions and market share by using the correct positioning policies while improving its position in the market. And gained more profitability.
Keywords

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