Evaluation of Export and Production Strategies of Pistachio in Kerman Province Applying Fuzzy AHP and Electre III

Although Iran is aleading pistachio producing and exporting country, it faces various challenges such as reluctance or inability of producers to use advanced technologies and modern methods in producing, packaging and exporting. Developing and even keeping sharers in the world’s market requires the adoption of appropriate strategies. The aim of this study was to evaluate production and export strategies of pistachio in Kerman province in order to improve Iranian pistachio competitiveness in global market. In the first stage of this study the evaluation matrices of external and internal factorswere set up. In the second stage, alternative strategies were identified by aligning key external and internal factors and using Strength- WeaknessOpportunity- Threat matrix, Strategic Position and Action Evaluation matrix and the internalexternal matrix. In the he third section, evaluates the strategies identified in section two were evaluated using a quantitative strategic planning matrix and prioritizing the alternative strategies according to criteria via TOPSIS and ELECTRE-III technique. Results indicated that pistachio industry in Kerman is internally and externally weak and current strategies are neither capitalizing on opportunities nor avoiding the external threats. Consistent with the final prioritization, the strategies known to be superior to the other strategic alternatives include developing marketing activities and enhancing the capability to build the Iranian pistachio brand through market and consumer research, using modern irrigation systems, promoting cultivation of pistachios and related activities in other provinces of the country with the direct participation of Kerman pistachio farmer and using mulch and plastic cover.