Analysis of Marketing Strategies in Dairy Processing Industries in Hamedan Province

As the conditions in the market and in the world of workand commerce gets more complicated, this requires correction,improvement and also updating marketing attitudeamong manufacturers and marketers. it is an urgent requirementto choose and determine strategies in order to achieve the objectives.strategy means the comprehensive and main plan inmanufacturing unit revealing the way it achieves the goals.on the other hand, as processing inducts toward market, therate of wastage (losses) reduces. this study concerns processingindustries and finding suitable important strategies. towardthis end, present study seeks to investigate the market and thestrategies of marketing in processing industries. the societyunder study in this investigation consists of producers, retailersand the consumers of dairy processing industries in hamedanprovince. the data required for this study are connected usingthree groups of questionnaire. mreover, factor analysis andstructural equation modelling have been used as the statisticalmethod of the investigation. the output of lisrel and amossoftwares are used to study the variables. the common marketingstrategies are defined in results section and each one is comparedwith prefent conditions of dairy processing industry market inhamedan province, and acceptable and unacceptable marketingstrategies are assigned separately. in the end, several recommandationsare presented for using strategies and conductingfuture investigations