Successful Strategy for Determining the Target Market of Iranian System Software Developer Knowledge Base Companies: A Case Study

The design and development of system software is extremely costly and time-consuming. On the other hand, system softwares have own customers. In Iran, the time between product presentation to a customer and requesting and accepting a customer to buy system software is very long. This has led to an enormous increase in sales and marketing costs of Iranian knowledge-based companies. Accordingly, The Iranian System Software Developer knowledge- base Companies need to be able to increase their sales success rate by determining the correct product target market. The present paper, using the Multi-Criteria Decision Making Method (MCDM), attempts to provide guidance on the precise determination of the system software's target market for Iranian knowledge- base companies. The proposed method has been implemented in the PDNSoft Co. as a knowledge- base company and as a case study and one of the Iranian developers of system software product. The implementation of this method showed that the target market in Iran should consist of some groups of government customers. This method has improved the customer attraction rate from 0.06 to 0.13 per month.