Designing and formulating strategic and marketing strategies of Sepah Bank with a view to the future

The purpose of this study is to design and develop strategic and marketing strategies based on the major goals of Sepah Bank, mission statement and perspective. In this study, the opportunities and threats of the macro environment (economic, social, political, technology and competitors) and the strengths and weaknesses of the bank based on the open questionnaire and interviews with Grand Theory method from the expert community of collection, coding, indexing, The component has been determined and then. Then, using Shannon's entropy technique, grading and ranking were performed. After ranking, 31 opportunities were identified and 41 threats were identified in 16 general dimensions, 19 strengths and 20 weaknesses were identified in 15 general dimensions. Then, using a quantitative strategic planning matrix, 50 strategies have been designed and compiled, and after scoring, 30 practical strategies have been determined. The results showed that for the purposes of increasing and maintaining market share (Product Research and Development Unit Activation Strategy), Increasing Sustainability and Profitability (Operating Efficiency Strategy with a Focus on Increasing Fee Revenues), Improving and Consolidating Brand Position (Bank Brand Promotion Strategy with Attention to its antiquity and statehood) and empowerment and excellence of human capital (strategy of employee performance appraisal system based on experience and ability) have the first priorities in terms of the importance of implementation. Also, with the simultaneous analysis of internal and external factors, the bank's position was in a competitive position.