Document Type: Research Paper


Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.


The process of globalization and rapid technological developments are causing rapid changes in markets. Successfully in challenging markets of the future requires an informed and ready to respond quickly. The aim of this study is to evaluate and prioritize the organizational strategies of sales and distribution of Kalleh Company in Gilan. In order to analyze the strengths, weaknesses, opportunities and threats of the organization, SOWT matrix was used. The matrix was developed four strategies based on internal and external factors. Since then devise strategies using multi-criteria decision-making Method (topsis) were prioritized. Data collection was done through the study of documents, records, interviews and distributed two questionnaires. Accordingly, the two strategies that prioritize the strategies than they value large quantity include: Firstlly organization must maintain high quality products with full implementation of the cold chain process and products to provide the market with better quality compared to the products of competitors. The second priority of the organization the miniature capillary marketing and focus on the performance of distribution channels and distinction at the time of delivery time with the implementation of this strategy increases the number of new customers and the volume of previous customers.


Main Subjects

Alptekin, N. (2013). Integration of SWOT Analysis and TOPSIS Method In Strategic Decision Making Process, multidisciplinary journal of global macr trends. The Macrotheme Review 2(7).

Khorshyd, S., & Nojvan, S. (1392). analysis of competition and competitive strategy based on competitive forces model Porter, fuzzy hierarchical analysis and data envelopment analysis. Journal of Management Studies Industrial eleventh year, 28, 61 – 97.

Nasrabadi, M. & Sobhanallahi, M. A. (2015). Development of Organizational Strategies by Fuzzy Logic and MCDM (FMCDM)Case Study: Distribution of Book of Marv Eghlim Roshan Company. Journal of mathematics and computer Science, 15, 159 – 166.

Porter, M. E. (1980). Competitive strategy. Techniques for analyzing industries and competitors. New York: Free Press.

Soltanalizadeh, A., Ataei, M., & Michael, R. (1391). the maximum permissible step forward in the tunnel using multi-criteria decision Qazvin-Rasht-based Study Koohin road tunnels, Mining Engineering Conference, Tehran, Society of Mining Engineering , University of Tehran.

Soltanalizadeh, A., Ramazanadeh, A., & Jalali, S.M. (1393). review and selection of appropriate natural caverns for underground storage of crude oil using a combination of the two FAHP and TOPSIS. Quarterly Journal of Engineering Geology.

Zavadskas, E. K., Turskis, Z., Tamosaitiene, J.(2011). Selection of construction enterprises management strategy based on the SWOT and multi-criteria analysis. ARCHIVES OF CIVIL AND MECHANICAL ENGINEERING, 6(4).