Strategic management of advertising and marketing in line with brand development in marine industries

The analysis of opportunities and threats in each work area is considered as one of the main stages of strategic management, and if the complexity of the said area increases in terms of the number of components and the relationships between them, this action is considered necessary. In the third millennium of competition The war of organizations and manufacturing companies to sell their products has changed their attitude towards marketing and advertising strategies and organizations, willingly or unwillingly, must have specific strategies in this field in order to survive in a competitive environment. In this regard, the purpose of this The study, identification and prioritization of marketing and advertising strategies in manufacturing companies in the marine industry of the country has been.

This research is applied in terms of purpose and descriptive in terms of implementation method, and in order to collect information, possible strategies were identified by using literature and research background. The statistical population of this research was all the managers of 5 companies active in the marine industry in Bandar Abbas, and due to their limited number, the entire number was used and all the managers of these companies participated in the survey. The data collection tool was a pairwise comparison questionnaire and Hierarchical analysis process method and Expert choice software were analyzed. In order to determine the content validity of the tool, it was used according to experts, and in order to determine the reliability, the inconsistency coefficient was used in the process of hierarchical analysis.

The results of the research showed that according to the fact that the companies active in marine industries are present in international and global competition and according to the investigations made by the company's managers, the company's marketing strategy was based on the ANSF table and the market development strategy, and on that basis and with Considering the prioritization criteria that include market penetration, cost, population covered and finally helping branding.

The research results showed that by considering the prioritization criteria which include market penetration, cost, covered population and finally help in branding, the aforementioned strategies were prioritized. The research results showed that from the point of view of the market penetration criteria, Covered society and help in branding the advertising strategy in the national media (TV) as the best selection strategy, and from the point of view of the cost criteria, the advertising strategy in social networks has been chosen as the most appropriate advertising strategy