A Model of Marketing Strategy (Segmentation, Targeting, and Positioning) with the Market Development Approach: The Case of Iran’s Leather Industry

Abstract

The process of internationalization is a time-consuming activity whose  uccess depends on the supply of extensive resources. Many companies have started market development at the international level. However, they have subsequently given up due to a lack of adequate resources or proper strategies to manage their enterprise at the international level. This research aims to present a marketing strategy model (segmentation, targeting, and positioning) with the approach of developing an international market for Iran’s leather industry. The results can significantly contribute to market segmentation, targeting, and positioning in this industry for producers. The research method is mixed-methods (qualitative and quantitative) in strategy, content analysis and exploratory factor analysis (first-order confirmatory factor model), and exploratory in the goal of the qualitative phase. The researchers adopted the library, interview, and questionnaire methods for data collection. Experts were interviewed in the qualitative phase, for which 10 experts were sampled using the snowball technique. The results of the interviews were analyzed by content analysis. Finally, their coding resulted in 5 components and 24 indicators for segmentation, 3 components and 16 indicators for targeting, and 5 components and 19 indicators for positioning. The initial marketing strategy model was developed and presented by the market development approach. In the quantitative phase, the model was tested by a questionnaire. The statistical population in this phase was composed of experts in companies and traders in the leather industry. The sample was estimated using Cochran’s formula and Morgan’s table. The data were collected with a questionnaire in which responses were provided to items on a seven-point Likert scale. The collected data were tested by SPSS and Amos. Based on the results, the components of segmentation included demographic, psychological-ehavioral, geographical, economic, and political components; those of targeting included expertise in the market, expertise in product, and multinational markets; and those of positioning included economic efficiency, distinguished designing, a distinguished mental image of stylish clothing, environmental friendliness, and halal.