The Effects of Marketing Mix on the Sale Increase of Light Starter Batteries (Case Study: City of Tehran)

Being able to sell automotive batteries is one of the biggest problems that CEOs and sale managers are facing in the competitive situation in Iranian market. Nowadays Iranian manufacturer are having a decrease in battery sale. In this paper we focus on identifying and prioritizing the factors influencing the sale enhancement i. e. marketing mix variables. In the literature review، we have discussed several models on marketing mix and some practical researches on the effect of marketing mix variables on sales enhancement has been considered. In the end the marketing mix has been selected and variables for each element has been developed which actually depict the research model. To achieve this model an exploratory research was conducted with the help of automotive battery experts. Accordingly، based on research model and the analytical method i. e. AHP، a questionnaire was developed and the survey was conducted using stratified sampling method. Clearly، variables with the highest priority should be considers first. So the first seven priorities are identified as: 1. Product technology، 2. Sale by credit، 3. Discount، 4. Garantee، 5. Extra services to sale rep،6. Quality، 7. Sale gifts In the second step، an improvement plan has been developed for each priority، by the help of industry experts. Obviously these plans are completely different because the selected priorities are in different areas of the organization.