SWOT Analysis and Strategic Positioning of National Library of Iran Regarding Marketing-Promotion Framework

Strategic analysis of the current ­state of the National Library of Iran using marketing-promotion framework and presenting proposed strategies based on SWOT matrix. Applying content analysis on interviews with 13 library specialist staff, the SWOT elements were extracted. Then by using questionnaire, elements ranking and matrix of strategic position evaluation, library's strategic position in the field of promotion is determined and SO, ST, WO, and WT strategies were provided. Library's weaknesses are dominant over strengths, while opportunities are over threats. Therefore, it is suggested that library does not risk. Library's strategic position in the promotion context is conservative. Some of proposed strategies include: using maximum intellectual capacities of human resources, law reforming for the effective use of social media capabilities, using better promotional opportunities, achieving management stability, raising the recruitment capacities, using staff capable of research in executive positions and trying for good budgeting and proper allocation of financial resources.