Marketing Strategic Planning and Selecting Suitable Strategy by Using AHP Technique (Ahwaz Pipe Factory)

In recent business world, the only thing seems to remain stable more than any other time, is changing. The process of strategic management is based on this believe that firms have to steadily watch over internal and external events and trends, so that they can adapt them selves with change in proper time and in terms of necessity. The research is focused on selecting a suitable strategy by the use of strategic management concept and AHP (Analytical Hierarchy Process) technique which is one of the operational research techniques. To achieve this, first different factors in external environment were studied and existing threat and opportunities were found out. Then in order to find the strength and weak point of the company, the internal environment analyzed by emphasizing on financial and human aspects. with respect to the gathered information and by the use of matrix, the main strategy of company's situations in the market was determined and a suitable strategy was found. After that to select the best strategy, some questionnaire containing 115 questions was distribute among the decision making manager and the result were analyzed by AHP technique. At the end of the research, three strategic were found out including product development, horizontal integration and market penetration.