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| 26 October 2021

Determining the strategy of the Fruit and Vegetable Markets Management Organization in the current and future food retail market of Tehran

5/24/2021 10:21:00 AM | 10:22 | 109 | 0
Determining the strategy of the Fruit and Vegetable Markets Management Organization in the current and future food retail market of Tehran

Abstract

The complexities and rapid changes in various areas of decision-making on strategic issues have posed many challenges. Tehran Municipality Management of Fruit and Vegetable Organization, as one of the key players in the field of retail, with a correct understanding of macro and micro changes, defined the plan to determine the new strategies of this organization with a foresight approach. The complexities and innovations of the present design led to the use of a mixed method approach in the research method and process, and a range of library, interview, theme analysis, benchmarking, field questionnaire, etc. methods to collect and analyze primary and secondary data to answer questions, challenges and achieved the goals of the project. In this project, using the Veros foresight framework by studying upstream documents, past trends of the organization, reviewing the research background, benchmarking the best practices in the world, identifying and determining the market share and position of the organization for the first time in the retail industry and examining trends, mega trends, events , actions and images of main actors, while identifying the uncertainties by extracting the propellants, the scenarios of the Tehran Municipality Management of Fruit and Vegetable Organization were compiled. From the interaction of the drivers of economic action, the economic bottleneck was drawn with an innovative approach and the approach of continuing the trend of four scenarios: Phoenix, Lynx, Grus leucogeranus and amphibian, each of which depicts a different future. In addition to the developed scenarios, the surprise of regeneration is conceivable for various reasons such as changing stakeholder expectations, economic pressures, unexpected events and changing existential philosophy for the future of the organization. Identifying the strategic issues of the organization including how to acquire land, how to transfer the markets, how to satisfy the stakeholders and the degree of connection with the supply chain of strategic issues guided the development of four major goals. The pioneer of spatial justice in the supply of fruits and vegetables and food, becoming an intelligent retailer, optimal use of intangible assets and the leading social responsibility in the retail industry are the main goals of the Tehran Municipality Management of Fruit and Vegetable Organization that strategies and operational plans Price, product, access and management style were formulated and implemented in three groups of critical strategies, growth and development. One of the key achievements of this project was determining the position of Tehran Municipality Management of Fruit and Vegetable Organization in the horizon of 1410 retail industry and robust strategies for its realization, which is accompanied by a change in the organization's activity model from a social enterprise to a social business. It devotes itself to investment, service development and social responsibility.

Keywords: Tehran Municipality Management of Fruit and Vegetable Organization, Retail Industry, Foresight, Scenario, Robust Strategies, Market Share, Positioning, Business Model

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