Evaluation of the strategies of target market selection on the basis of IFE and EFE matrixes using linmap technique (A case study of Bushehr province)

Abstract

One of the most important requirements of developing appropriate strategies for internationalmarketing is correct identification of target markets. Using quantitative techniques and decisionmaking skills will lead to better results regarding the evaluation of marketing strategies. In thisstudy, first we have used internal factor evaluation (IFE) matrix for recognizing and comparingstrengths and weaknesses (internal factors) of Bushehr export companies regarding participation intheir target markets and then we have used external factor evaluation (EFE) matrix for recognizingand comparing opportunities and threats (external factors).As the effective criteria have been categorized in this four level (strengths, weaknesses,opportunities and threats), we have used LINMAP technique separately for each level and at lastwe've unified the results of each level by using of Borda method.The findings of this study help decision-makers of international trading to investigate the results oftheir decisions in a more logical and efficient way.

Keywords

• International marketing strategies
• IFE matrix
• EFE matrix
• LINMAP technique
• Borda method