Analyzing Marketing Strategy of Services Companies During The Recession Era

Recession is a condition in economy in which the demand for goods and services has decreased. If recession intensifies, the Bankruptcy and unemployment will increase and many companies will face a serious challenge. Therefore, this research wants to identify strategies which were followed by companies in spite of intense competition and recession condition and could survive. In this direction, one of the achieving ways to the aforementioned goal is analyzing marketing strategies in each business. This study after identifying the factors and criteria of marketing mix strategies in successful crane rental companies in recession era identifies the effect of them on the sale rate from the directors and expert's point of view. The statistical population (n) of this research is all the directors and experts of successful crane rental companies in Tehran. On this basis the relationship between the famous seven types of services (product, price, place, promotion, personals, physical asset and process) and the sale rate of companies were examined according to the indices by using T. Student test and Freedman's variance analysis. Finally the relationship of all factors except promotion factors and distribution with sale rates of companies was approved. Another result is that the successful companies have not moved towards expense and activity reduction during recession era, but they view this era as an opportunity and apply development and differentiation strategies.