Dynamic Analysis of Marketing Mix through Future Studies Approach

The essence of strategy is the comprehensiveness of thought and agility of choice. In today's world, where the most important components describing it are dynamism and uncertainty, observing the challenging factors, both inside and outside the organizations, not only makes it difficult to have a comprehensive look, but also makes the process of strategy development complex, and eliminates possible alternatives.

The main purpose of this research is to enhance the learning of current behavior of the systems and to draw the future by scenario planning.

Future studies have been described as how to bring about the reality of tomorrow from the changes or stability of today. Scenario planning and simulation methods have been used to identify probable futures. This research has developed a model to determine the uncertain consequences of decision-making using dynamic methods, the expert’s judgment, and root causes, intermediate and main variables affecting the elements of new marketing mix in power plant services industry.

The research model has been designed using system dynamics technique and Vensim software. The behavior of variables has been simulated using real figures of the industry and the interactions between variables and their effects on overall system have been evaluated and results extended to the future.

The result of this research is the prioritization of the strategic elements of the marketing mix, providing model for evaluating their situation and proposing solutions for reviewing or strengthening marketing strategies in the industry mentioned taking into account the simulation results.