SWOT Analysis and Strategic Positioning of National Library of Iran Regarding Price and Place Marketing Framework

Strategic analysis of the current situation of National Library of Iran (NLI) in the frame of "price and place marketing" and proposing suggested strategies based on SWOT matrix.
Mixed methodology is used. Through interviewing 13 skilled and experienced staff of library and employing content analysis, SWOT components were obtained. Library strategic position regarding price and place then has been specified using questionnaire, ranking of elements and employing Strategic Position and Action Evaluation Matrix. Four strategies of SO, ST, WO and WT also were provided.
NLI is in competitive position regarding price and in agressive position considering place.
The most important startegies are: promote library income potential, emphasis on commercial aspects of library products, appropriate financial planning, pass a proper copyright law, support online content and information system, promote interactive services, enrich library sorroundings by scientific centers, strengthen the research position of the library, online information cooperation, creating spaces and make security arrangements throughout the library.