Modern Research in Decision Making

Dynamic System Analysis and Design of Marketing Strategies for Achieving Competitiveness in the Dairy Industry

Document Type : Original Article

Author

Hossein Balouchi

Department of Management, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran.

Abstract
The dairy industry faces increasing challenges in maintaining and enhancing the competitiveness of manufacturing firms due to rapid market changes, intensified competition, and shifts in consumer preferences. The main problem addressed in this study is the lack of a dynamic and integrated marketing system capable of analyzing the complex relationships among market variables and proposing strategies aligned with changing conditions. The purpose of this paper is to design a dynamic system of marketing strategies aimed at improving the competitiveness of dairy manufacturing firms. This research adopts a system dynamics approach. Accordingly, key variables were first identified through a review of the literature and expert opinions. Subsequently, causal relationships among the variables were mapped, and the dynamic structure of the system was modeled using stock-and-flow diagrams. In the next stage, plausible scenarios were developed and tested, leading to the formulation and evaluation of six marketing strategies designed to enhance the competitiveness of dairy firms. The results indicate that implementing a dynamic marketing system enables more accurate market data analysis, improves strategic decision-making, and facilitates faster and more effective responses to changes in the competitive environment. The main contribution of this study lies in proposing a dynamic framework based on system dynamics modeling for the design, evaluation, and testing of marketing strategies in the dairy industry.

Keywords

Dynamic Marketing Strategies
Dairy Industry
Competitive Advantage
System Dynamics Modeling
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