Considering the importance and necessity of strategic planning to respond to a competitive environment, the purpose of this research is to formulate and prioritize the strategies of a large manufacturing company in the field of household appliances. To answer the resear
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Considering the importance and necessity of strategic planning to respond to a competitive environment, the purpose of this research is to formulate and prioritize the strategies of a large manufacturing company in the field of household appliances. To answer the research questions and identify internal and external factors and company strategies, all managers and senior experts related to the field in the company, approximately 70 people, were selected as the research community. To compile the SWOT matrix, some senior managers of the company were selected through purposeful sampling. In the next step, 65 questionnaires were distributed through random sampling, and finally, 57 questionnaires were collected and analyzed using confirmatory factor analysis in Smart PLS software. The findings of the research indicate that the company is in an acceptable position in terms of its strengths, but at the same time, the environmental threats are significant. Therefore, the proposed strategy for the company is a competitive strategy, which includes four sub-strategies: designing and developing new products with a focus on strategic and exclusive products, leveraging the experience and technical knowledge of experts to establish companies that produce high-end foreign spare parts with the aim of internalization, defining product quality improvement projects in line with customer needs, and increasing financial investment in the research and development department for product development.
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