Presenting the local model of increasing the market share in Iran's dairy industry with a qualitative approach

This study has been conducted with the aim of providing a local model of increasing market share in Iranian dairy industries with a qualitative approach. The present research is considered to be a qualitative research method in terms of its purpose, applied research type, and in terms of data collection method. The statistical population includes 12 experts, including professors of Islamic Azad University in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. The sample size was determined based on reaching theoretical saturation in the interviews. The main tool of data collection in the field section includes semi-structured interviews. Data base theory approach using MAXQDA software was used to analyze qualitative data and provide a paradigm model. Based on the results of the qualitative analysis of six categories of factors including causal conditions (internal marketing, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting), background factors (characteristics of customers, competitive environment and market turbulence), central phenomenon (market share development strategy), strategies and measures (market share management, sales promotion, advertising, competition, special brand value and market segmentation), intervening factors (risk management and sustainable competitive advantage) and The consequences (establishment of brand position, profitability, bargaining power and increase in market share) were identified. As a result, the paradigmatic model of the native pattern of increasing the market share in Iran's dairy industries has been fully drawn with a qualitative approach according to six conditions (contextual, causal, intervening, central phenomenon, strategies and actions, and consequences).