Selection of Appropriate Marketing Strategies in the Growth Stage of Food Industry Products Using WASPAS Technique

In this study, the main objective is to collect data and prioritize marketing mix elements, and review products during the life cycle growth period. The approach is to select effective strategies for marketing mix elements in the food industry. The research method is qualitative. The statistical population of the research is collected from the food industry located in the northwest of Iran. Three companies were selected by a simple random sampling method. In this research, 900 questionnaires were distributed among consumers and sellers as a statistical sample, and 21 questionnaires were distributed among experts. The gathered data were evaluated by weighing the passages by SWARA method and selecting the best product using WASPAS and finally MGR-RMSh combined modeling. After selecting the best product in the ranking obtained with the mentioned technique, it was determined that in the growth period of the life cycle, product quality and packaging are in the first place and product distribution is in the second place in terms of importance. Data analysis shows that the implementation of the principled strategies of this stage in the form of concentration strategy, market development, supply chain strategy lead to positive outcomes such as profitability, maintaining market share and increasing market share.