Network Analysis of Strategic Marketing Actions and Quality Function Deployment

Nowadays, strategic marketing management has become an accepted practice in the strategic field. An increasing number of researchers consider marketing strategies for offering key competitive advantages associated with strategic marketing management. Every decision in the strategic field should be based on three dimensions of evaluating market, evaluating competitors and evaluating company. In this research, a model has been developed for selecting and ranking marketing strategies considering the evaluation of market (customer satisfaction elements), competitors and company based on Kano model. Quality function deployment (QFD) and the analytic network process (ANP) approaches have been used for market prioritization. The research has been carried out in three phases. In Phase one, the Kano model of customer satisfaction has been used to determine which requirements of a product or service brings more satisfaction to the customers, followed by the evaluation of competitors and gap analyze. In Phase two, The QFD approach has been used to incorporate the voice of customer (VOC) into the marketing strategies of the company and has provided a systematic planning tool for considering the information of elements (in the last phase) to make appropriate decisions effectively and efficiently. In Phase three, the ANP method has been used to analyze strategic actions considering company conditions. Finally the outputs of QFD have been corrected by ANP weights. Findings imply that the three most important strategic actions which are important for the company include offering differentiated and new generation of products to the market (leapfrog strategy), optimizing visual properties of products, and widespread and attractive advertising (frontal attack).