Investigation of supply chain marketing of hormozgan canned tuna fish products and providing solutions to improve it Behboodi Mohammadreza*, Javadipour Fatemeh** *Assistant Professor, Management Department, Hormozgan University **M.A Graduate, Business Administration, Islamic Azad University, Unit of Gheshm Online published on 16 February, 2015. Abstract Over the past three decades, the aquatic extractive industries-canned tuna fish-in Hormozgan province have grown substantially in terms of installations and infrastructures as well as size and quality of production, and the producers have extended their activities in order to achieve further profits by obtaining the government's commercial support. However, due to the lack of a strategic marketing approach, the practitioners of this domain have failed to obtain a stable and targeted market, especially over the past recent years that the economic instability has led to increased price of the product and consequently an unprecedented downturn in the sales of the products and further instability of this industry which has led to closing of the active industries of this sector one after another. Aiming at investigating the supply chain marketing of Hormozgan canned tuna fish products and providing solutions to improve it, the present research identifies the main components of this supply chain in the levels of suppliers, producers and distributers as well as its complementary components including facilitators and customers, and using the qualitative and exploratory research method, it investigates the mixed variables of canned tuna marketing such as the interaction of the producers and the sales agents, product pricing, selecting the distribution channels and so on, prioritizing the importance rate of each one from the perspective of the industry owners and experts and providing solutions like establishing marketing and market management at the level of supply chain top managers, purposeful planning of the market, making use of the capacity of the distribution channels and so on in order to improve it. Top Keywords Supply Chain, Supply Chain Components, Marketing Mix, Canned Tuna Fish Products. Top |