Identify and evaluate the strengths and weaknesses of cyberspace on marketing and advertising Case Study (Saipa Automotive Company)

Bagheri Toustani, Hamed; Farvardinpour, Abbas; Najafi Andarvar, Mohammad Nabi

Identify and evaluate the strengths and weaknesses of cyberspace on marketing and advertising Case Study (Saipa Automotive Company)

Document Type : Excerpt from master's thesis

Authors

hamed bagheri toustani ¹

Abbas Farvardinpour ²

Mohammad Nabi Najafi Andarvar ³

¹ Master’s student of public administration, Marlik Non-Profit University, Nowshahr, Iran.

² M.Sc. Student, Social Communication Sciences-Cultural Propaganda, Nowshahr Branch, Marlik Institute of Higher Education, Nowshahr, Iran

³ Lecturer in Sociology, Nowshahr Branch, Marlik Institute of Higher Education, Nowshahr, Iran

Abstract

Marketing is essential for any business. Marketing is a process that involves researching, promoting and selling products and services to the target market (consumers). The main purpose of this study was to investigate the impact of cyberspace on marketing and advertising of Saipa Automotive Company. The method of this research is analytical-applied and using SWOT method (SWOT) which showed the results; Organizational criterion with a score of 0.608 was selected as the most important indicator in the impact of cyberspace on advertising and marketing in Saipa Company, followed by economic criteria with a score of 0.229 in the second place, environmental with a score of 0.111 in the third place and social with a score of 050 / 0 are in fourth place. Also, the results of Quantitative Strategic Planning Matrix (QSPM) show that among the developed strategies, the highest attractiveness is related to the strategy of removing bandwidth restrictions and creating a suitable infrastructure in the occurrence of cyberspace opportunities in the company's advertising and marketing. Saipa is a car manufacturer and the lowest attraction is related to the strategy to prevent the reduction of parts quality, abuse of profiteering companies and customers' distrust in buying the product online.

Keywords

Cyberspace

marketing

advertising

Saipa Company

Subjects