نوع مقاله : مقاله پژوهشی
گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.
عنوان مقاله [English]
Identifying the components of the international marketing process for general contracting companies in the field of energy (electricity, oil and gas) is one of the key issues that companies currently have in order to survive and gain more market share, customer and revenue and increase efficiency. The purpose of this study was designing an international marketing model for general contracting companies in the field of energy (electricity, oil and gas) .
We consider Mapna Group as the pioneer mega company in the field of energy as a case study. MAPNA Group is an industrial enterprise, consisting of MAPNA Group Company,
This qualitative-exploratory research is based on a deductive content analysis approach using 15 interviews with international marketing experts. The statistical population of this study consisted of 15 international marketing experts who were selected by purposeful sampling and the interview process was semi-structured. Qualitative data analysis was performed using qualitative content analysis method using MAXQDA 18 software.
The results of the present study showed eight main themes including necessity of presence, eligibility, market survey, environmental study, entry strategy, entry timing, marketing strategy, organizational structure.
General contracting companies (electricity, oil and gas) can apply the eight-dimensional marketing mix applied model and their associated variables in their marketing management. Our proposed model in the present study is a comprehensive flowchart for the international marketing process that illustrates all stages of this marketing process from A to Z, both at a glance the effective steps in international marketing and the factors influencing each step. It is also noteworthy that a comprehensive study covering all stages of this process has not been conducted so far, and this is the first study.