Marketing Mix Elements - A Case Study on Steel Industry Export

Authors

1 Faculty of Engineering, Computer and Math Sciences, University of Adelaide, Adelaide, Australia.

2 Faculty of Management, Department of Business Administration, University of Tehran, Tehran, Iran (mhaghighi@ut.ac.ir).

3 Science and Engineering Faculty, Queensland University of Technology, Brisbane, Australia (nima.gorjianjolfaei@unisa.edu.au).

Abstract

S





teel industries play a key role in the national economy and welfare of the society in many steel manufacturer countries. It is found that manufacturing and consuming of steel products would be a key indicator to measure and evaluate economic and industrial performance of a country. Nowadays, countries with the large natural oil and gas resources (e.g. Iran) attempt to select an alternative economic approach to utilize the resources in steel manufacturing rather than export the raw natural resources. While steel products have an enormous consumption market in the world, having the national and international consumption markets is still challenging. The aim of this research is to investigate and identify the effects of marketing mix elements on steel industry export. To this end, a case study conducted on export of Iran’s steel products in the trading-industry marketing views. According to the marketing mix elements approach, 30 variables were studied. In this research the quantitative descriptive-analytic method was used to collect and analyse data. All data obtained using questionnaires. Findings and results show that the price element is the highest priority amongst other marketing mix elements.
 

Keywords

References

Afshari, Z., & Sheibani, I. (2004). An Input-Output Assessment of Employment, Efficiency, Income Distribution and Growth Strategies in Iran. Iranian Economic Review, 9(10), 5-13.

Amiran, H., Radfar, I., & Zolfani, S. H. (2011). A Fuzzy MCDM Approach for Evaluating Steel Industry Performance Based on Balanced Scorecard: A Case in Iran. 2nd IEEE International Conference, Emergency Management and Management Sciences (ICEMMSI), Retrieved from http://ieeexplore.ieee.org/abstract/document/6015746/?part=1.

Amit, R., & Zott, C. (2001). Value Creation in E-Business. Strategic Management Journal, 22(1), 493–520.

Barney, J. (2001). Resource-Based Theories of Competitive Advantages. Journal of Management, 27(6), 643-650.

Basson, E. (2015). World Steel Association. Online paper, Retrieved from https://www.worldsteel.org.

Behboodian, J. (2001). Nonparametric Methods. Tehran: Payame Noor University Press.

Ebadi, J., & Mousavi Madani, S. (2006). The Economies of Scale in Iran Manufacturing Establishments. Iranian Economic Review, 11(15), 143-170.

Ebrahimi, A., Rousta, A., & Venous, D. (2005). Marketing Management. Tehran: Samt Publication.

Economic Studies Department (2006). Investigating of Iran’s Steel Market. Tehran: Iranian Mines Development and Renovation Organization, Retrieved from http://www.fooladtechnic.ir/.

Haffman, N. (2005). An Examination of the Sustained Competitive Advantage. Concept: Past, Present and Future. Academy of Marketing Science Review, 2000(4), 1-16.

Haghighi, M. (2009). International Business. Tehran: University of Tehran Press.

Hakkak, M., & Ghodsi, M. (2015). Development of a Sustainable Competitive Advantage Model Based on Balanced Scorecard. International Journal of Asian Social Science , 5(5), 298-308.

JafarNejad, A. (2006). Production and Operation Management. Tehran: Safar-Eshraghi Publication.

Keegan, W. J. (1989). Global Marketing Management. New Jersey: Prentice Hall.

Kotler, P., & Armstrong, G. (2010). Principles of Marketing.
New Jersey: Pearson Education.

Mirabi, V., & Sarmad, S. (2003). International Marketing in the Third Millenium. Tehran: Andishehaye-Gohar-Bar Publication.

Pourkazemi, M. H., Sherafat, M. N., & Delfan Azar, Z. (2015). Modeling Iran’s Underground Economy: A Fuzzy Logic Approach. Iranian Economic Review, 19(1), 91-106.

 

 

Pourmoghim, S. J. (2004). The Optimum Level of Non-Oil Exports: A Theatrical Proposal on Irans Case. Iranian Economic Review, 9(10), 89-101.

Sarmad, Z., Bazargan, A., & Hejazi, E. (2006). Research Methodology in the Field of Behaviour Science. Tehran: Agah Publication.

Zahed-Talaban, A., & Tavasoli, M. (1998). Analysis of the Production and Consumption of Steel. Journal of TE (JTE), 50(1), 83-104.

Iranian Economic Review

Volume 21, Issue 1
Winter 2017
Pages 121-136

Files

Share

How to cite

Statistics