This research aims to present a marketing strategy model (segmentation, targeting, and positioning) with the approach of developing an international market for Iran’s leather industry. The results can significantly contribute to market segmentation, targeting, and positioning in this industry for producers. The research method is mixed-methods in strategy, content analysis and exploratory factor analysis and exploratory in the goal of the qualitative phase. Experts were interviewed in the qualitative phase, for which 10 experts were sampled using the snowball technique. The results of the interviews were analyzed by content analysis. Finally, their coding resulted in 5 components and 24 indicators for segmentation, 3 components and 16 indicators for targeting, and 5 components and 19 indicators for positioning. The initial marketing strategy model was developed and presented by the market development approach. In the quantitative phase, the model was tested by a questionnaire. The statistical population in this phase was composed of experts in companies and traders in the leather industry. The sample size was estimated using Cochran’s formula and Morgan’s table. The data were collected with a questionnaire in which responses were provided to items on a seven-point Likert scale. The collected data were tested by SPSS and Amos. Based on the results, the components of segmentation included demographic, psychological-behavioral, geographical, economic, and political components, those of targeting included expertise in the market, expertise in product, and multinational market, and those of positioning included economic efficiency, distinguished designing, a distinguished mental image of stylish clothing, environmental friendliness, and halal. تفاصيل المقالة

Abstract The purpose of this study is to identify and rank the marketing strategy with the approach of development, market, leather, Iran in Maral Leather Company.The present study method was of mixed type of quantitative and qualitative type. Using the snowball method, 10 people were estimated as the final sample and were interviewed in depth.At the same time, the statistical population included managers, .In this stage, 10 people were selected as the final sample using the purposeful sampling method and answered the prepared questionnaire.Analysis of research data was performed in qualitative stage using open, axial and selective coding and in a small stage using SPSS software and using Friedman test.The results of this study: Induction was the most important criteria of segmentation strategy on product market development in Iranian leather industry, including managers' attention to strategic beliefs, the most important criteria of targeting strategy include how to exploit new and innovative markets and the most important criteria of positioning strategy It has been an industry.Also, according to the results of Friedman test in prioritizing the criteria of targeting strategy, targeting, positioning and segmentation in the Iranian leather market, are: attention, Iranian leather industry and exporters union to the appropriate strategy, identifying the position and personality of strategic resources and the need for strategic resources. تفاصيل المقالة