Using Network Analysis Process (ANP) in Selection of Competitive Marketing Strategy

Selecting the appropriate strategies is complex and risky, because each strategy, direct organization toward a competitive environment and determines how administrators plan to implement organizational strengths and weaknesses, opportunities and threats to the. Always selecting the most important strategies that is valuable to allocate resources is administrators principal challenge. This study is aimed Of selecting competitive marketing strategy between the three differentiation, Concentration and leadership strategy in cost reduction for Azarbatri company and Was conducted by descriptive manner. In this research, initially five decision criteria for Azarbatri company were identified using the resources-based view (RBV) including the Management capabilities, customer relationship capabilities, market innovation capabilities, human resource assets and credit assets. Then questionnaires were distributed in Azarbatri company, calculated data were analyzed using the Super Decision software and, the highest priority is selected between the competitive marketing strategies (differentiation, Concentration and leadership strategies in cost reduction) for the company by analysis network process (ANP) and the results indicate that the highest priority for Azarbatri company is leadership strategy in cost reduction.