Economic Geography Research

Economic Geography Research

effective greenhouse marketing strategies in Jiroft rural areas County with emphasis on SWOT and QSPM

Document Type : Research Article

Authors
Ahmad Roumiani 1
Seyyed Reza Hosseini Kohnouj 1
Mohammad Kharaj 2
1 Ph.D., Geography and Rural Planning, Ferdowsi University of Mashhad, Mashhad, Iran
2 Master of Geography and Rural Planning, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract
Agriculture is one of the most important economic sectors of the countries of the world and its role in economic, political and international development and stability is undeniable. Agricultural development is considered the most important priority in the national development programs of developing countries and is one of the most important and influential sectors in Iran's economy, which plays an important role in the political and economic independence of the country. In the country of Iran, the agricultural sector has an important position in the history of this country due to the comprehensive impact it has had in the field of solving economic-social challenges (providing independence and food security, creating employment, sustainable development and preserving the environment). It reveals the necessity of making new investments in this sector (Abdolahi, 1385: 169). . Therefore, paying attention to greenhouse production in terms of vegetables and summer herbs has become one of the most productive sectors in the marketing of agricultural products. Based on this, the present research aims to investigate the factors and limitations of the development of greenhouse crops in the rural areas of Jiroft city. For this purpose, the statistics of this research are 5 rural areas of Jiroft city, which in recent years have attracted a lot of attention from farmers and experts in this field due to the various greenhouse activities and having the necessary conditions for greenhouse export. . This research was of a descriptive-analytical type and the required data was collected by the survey method (questionnaire) and its distribution among 30 experts in the field of agriculture. In order to know the weaknesses, strengths, opportunities and threats of greenhouse products marketing, SWOT strategic model was used and then with the help of QSPM matrix, the most important planning strategies and strategic management of marketing in the villages of the region were identified and prioritized. The results of the internal and external matrix showed that the areas of Jiroft city are in an aggressive position, which means having the maximum capability and ability to realize the desired vision. According to the results obtained from the quantitative evaluation matrix, the perspective considered for the marketing potential of greenhouse products of this region was included in 4 cases to realize the competitive position, the first priority with "the readiness of the region to invest and stabilize" It is the polar position of the region.
Keywords
Strategic Assessment
Marketing
Greenhouse Products
Jiroft
QSPM Model
بلالی، حمید، خلیلیان، صادق(1382)، تاثیر رمایه گذاری بر اشتغالزایی و تقاضای نیروی کار در بخش کشاورزی ایران، اقتصاد کشاورزی و توسعه، دوره 11، شماره 42-41، صص 117-118؛
پاپ زن، عبدالحمید، شهپر، گراوندی(1393)، شرکت های بازاریابی روستایی؛ راهبردی جهت کارآفرینی وتوسعه نظامهای بهرهبرداری کشاورزی، نظریه کارآفرینی کشاورزی، جلد اول، شماره‏ی 2، صص 104-91.
رضوانی، محمدرضا، صادقلو، طاهره، فرجی سبکبار، حسنعلی، رکن الدین افتخاری، عبدالرضا(1392)، تحلیل وتبیین عوامل موثردرشبکه فضایی بازاریابی شیر درنواحی روستایی(مطالعه‏ی موردی: روستاهای شهرستان خدابنده – استان زنجان)، فصلنامه‏ی اقتصاد فضا و توسعه روستایی، سال 2، شماره‏ی1، پیاپی 3، صص 28-1.
سرحدی، جواد، مهری، شریف(1399)، ضرورت مدیریت خاص در خاک های منطقه جیرفت و کهنوج، انتشارات سنا. جدول اول.صداقتی، محمود(1371). سیستمهای کشاورزی پایدار و نقش آن در حفاظت و بهره برداری از منابع طبیعی، مجموعه مقالات ششمین سمینار ترویج کشاورزی ایران، وزارت کشاورزی؛
عبداللهی، مهدی(1385)، سرمایه­گذاری و چالشهای بازار مالی در بخش کشاورزی، فصلنامه روند، شماره 49، صص 199-169؛
فیروزآبادی،سیداحمد، حسینی، سیدرسول(1390)، بررسی موانع ومشکلات تعاونی‏های روستاییدر بازاریابی محصولات کشاورزی (موردمطالعه: شرکت تعاونی روستایی روستای کوشک هزاربیضا، فصلنامه‏ی توسعه روستایی، دوره‏ی 3، شماره‏ی 1، صص 131- 148؛
گزارش جهاد کشاورزی(1400)، سیاست گذاری اقتصاد و توسعه کشاورزی و روستایی، موسسه پژوهش برنامه ریزی، اقتصاد کشاورزی و توسعه روستایی،  شماره 41، صص1-5.
Thackerayw, R & brown, M. (2010), Creating successful price and placement sttategies for social marketing, health promotpract, 11. 166-168
Kotler P. (2006), "Marketing Management", Pearson Education, Eleventh Edition, 11ed. Boston: Pearson Education Publishing Company.
Menon, A. and Menon Anil (1997), "Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy", Journal of Marketing, 61, 51-67.
Cook J. (1983), "Marketing Strategy and Differential Advantage", Journal of Marketing, 47, 68-75.
Ghemawat P. (2002), "Competition and Business Strategy in Historical Perspective", The Business History Review, 76, (1), 37-74.
Slater, F. and Olson, Eric M. (2001), "Marketing's Contribution to the Implementation of Business Strategy: An Empirical Analysis," Strategic Management Journal, 22, (11), 1055-1067.
Spohn, D., Pleitner, H. J., & Schmid, B. (2004). Evaluating Market Attractiveness: A New Venture Perspective (Doctoral dissertation, Verlag nichtermittelbar).
Patil, D. D., & Bach, C. (2017). Marketing-Mix for Strategy Building. Marketing, Journal of Multidisciplinary Engineering Science and Technology (JMEST), 4 (4). 7146-7149.
Huang, J. Y., & Tsai, P. C. (2017). Application of Kano's model and TRIZ on internet marketing for agricultural products in Taiwan. International Journal of Business Performance Management, 18(2), 125-157.
Yankson, P. W., Owusu, A. B., & Frimpong, S. (2016). Challenges and Strategies for Improving the Agricultural Marketing Environment in Developing Countries: Evidence from Ghana. Journal of agricultural & food information, 17(1), 49-61
Raju, K V and Naik, G and Ramseshan, R and Pandey, T and Joshi, P (2016) Transforming Agricultural Marketing in India: Linking Farmers to a National Gateway and E-Markets Current Scenario and a Way Forward, Research Report IDC-5. Technical Report. ICRISAT, Patancheru.
Olwande, J., Smale, M., Mathenge, M. K., Place, F., &Mithöfer, D. (2015). Agricultural marketing by smallholders in Kenya: A comparison of maize, kale and dairy. Food Policy, 52, 22-32
Clare, O, F, (2001). Informaion Flows in Rural and Urban Communcation: Access Processes and People, International and Rural Development Department(IRDD), University of Reading. uk.2001.
Vadivelu, A., and Kiran, B.R. (2013). Problems and Prospects of Agricultural Marketing in India: An Overview, International Journal of Agricultural and Food Science, 3 (3): 108-118.
Herforth, A. Jones, A. and PinstrupAndersen, P. (2012), Prioritizing Nutritionin Agriculture and Rural Development: Guiding Principles for OperationalInvestments, The International Bank forReconstruction and Development / TheSynthetic Review, Annals of Management Research, 2 (1): 45-59.
Liu, X., Liu, Z., Zhong, H., Jian, Y., & Shi, L. (2021). Multi-dimension evaluation of rural development degree and its uncertainties: A comparison analysis based on three different weighting assignment methods. Ecological Indicators, 130, 108096.
Gokmenoglu, K. K., Taspinar, N., &Kaakeh, M. (2019). Agriculture-induced environmental Kuznets curve: the case of China. Environmental Science and Pollution Research, 26(36), 37137-37151.
Zafeiriou, E., & Azam, M. (2017). CO2 emissions and economic performance in EU agriculture: Some evidence from Mediterranean countries. Ecological Indicators, 81, 104-11.
Arisoy, H. (2020). Impact of agricultural supports on competitiveness of agricultural products. Agricultural Economics, 66(6), 286-295.
Usman, M. (2016). Contribution of agriculture sector in the GDP growth rate of Pakistan. Journal of Global Economics, 4(2), 1-3.
von Cramon-Taubadel, S., & Goodwin, B. K. (2021). Price transmission in agricultural markets. Annual Review of Resource Economics, 13, 65-84.
Signorelli, S., Haile, B., &Kotu, B. (2017). Exploring the agriculture-nutrition linkage in northern Ghana (Issue 01697). IFPRI. http://ebrary.ifpri.org/cdm/singleitem/collection/p15738coll2/id/132235
Adam, R.I., Osano, P., Birika, J., Ndede Amadi, A.A., Bwisa, H., 2017. The situation of women in the agribusiness sector in Africa. Development in Practice 27 (6),  892–898.
Benjamin, J.A., Meyers, L., 2016. USAID/Kenya and East Africa Gender Analysis for Regional Development Cooperation Strategy 2016–2020. Gender Analysis Report.  https://banyanglobal.com/wp-content/uploads/2017/07/usaid-kenya.pdf.
Zia, B., Rafiq, M., Saqib, S. E., & Atiq, M. (2022). Agricultural market competitiveness in the context of climate change: a systematic review. Sustainability, 14(7), 3721.
Kihiu, E. N., &Amuakwa-Mensah, F. (2021). Agricultural market access and dietary diversity in Kenya: Gender considerations towards improved household nutritional outcomes. Food Policy, 100, 102004.
Economic Geography Research
Volume 4, Issue 12
Summer 2023
Pages 105-120

  • Receive Date 01 June 2023
  • Revise Date 15 August 2023
  • Accept Date 21 September 2023