University of Isfahan New Marketing Research Journal 2228-7744 2 3 2012 11 21 Formulation and categorizing Iran Behnoosh Co. strategies: a Fuzzy approach Formulation and categorizing Iran Behnoosh Co. strategies: a Fuzzy approach 135 154 17617 FA Hassan Mehrmanesh Faculty of management, Islamic Azad University, Central Tehran Branch Nima Saeedi Faculty of management, Islamic Azad University, Central Tehran Branch Pedram Lesani Faculty of management, Islamic Azad University, Central Tehran Branch Elyas Bayrami Latran Faculty of management, Islamic Azad University, Central Tehran Branch Journal Article 2016 06 14 By attention to organization’s growth for competing to achieve more market share, strategic planning necessity has been more and more important for organization the has paid a lot of researchers attention. In this research, firt with refering to accomplished studies,  strengths, weaknesses, oppurtunities, treatments and some strategies were distinguished in base of SWOT matrix. Then by defining critical success factors, the strategies were categorized by fuzzy topsis anf QSPM techniques. By the first technique, “producing new goods like water and juice to complete production basket” was chosen as the most important strategy and after that “apply Branding” and “using new production lines in Shirvan and Arak companies to increase productions” were placed in 2^nd and 3^rd places. Although “apply Branding”, “producing new goods like water and juice to complete production basket” and “allocating a little percentage for healthy drinks marketing” were selected as the top strategies by QSPM technique. Finally fuzzy topsis and QSPM techniques were comprised together by SAW technique. In this stage, 2 mentioned techniques and organization’s long term objectives were considered as althernatives and criterias in direct order that fuzzy topsis was selected as better one for categorizing Behnoosh company strategies. By attention to organization’s growth for competing to achieve more market share, strategic planning necessity has been more and more important for organization the has paid a lot of researchers attention. In this research, firt with refering to accomplished studies,  strengths, weaknesses, oppurtunities, treatments and some strategies were distinguished in base of SWOT matrix. Then by defining critical success factors, the strategies were categorized by fuzzy topsis anf QSPM techniques. By the first technique, “producing new goods like water and juice to complete production basket” was chosen as the most important strategy and after that “apply Branding” and “using new production lines in Shirvan and Arak companies to increase productions” were placed in 2^nd and 3^rd places. Although “apply Branding”, “producing new goods like water and juice to complete production basket” and “allocating a little percentage for healthy drinks marketing” were selected as the top strategies by QSPM technique. Finally fuzzy topsis and QSPM techniques were comprised together by SAW technique. In this stage, 2 mentioned techniques and organization’s long term objectives were considered as althernatives and criterias in direct order that fuzzy topsis was selected as better one for categorizing Behnoosh company strategies. https://nmrj.ui.ac.ir/article_17617_d2c9178f08ae0d216a7ccd9001315d61.pdf