exploration the factors to promote strategic planningin the companies(Study case: Zamzam Company)

Today's world is witnessing tremendous changes and transformations in various fields, especiallyinformation technology, and the environment is faced with a lot of uncertainty and the competitionhas become very intense. Therefore, in order to gain success in the field of competition, organizationsmust use a type of planning that is forward-looking and environmentally oriented. Therefore,according to the necessity of strategic planning to respond to the environment, the purpose of thisresearch is to develop a strategy for the company under study using the SWAT method. To achieve thisgoal, first, the information related to the company's opportunities and threats, as well as thecompany's strengths and weaknesses, was collected and analyzed through questionnaires andinterviews with the company's founding board. The findings of the research show that the mostimportant strategy of the company that requires the most investment is the strategy of innovation inproducts and services. Also, the market expansion strategy has been given priority at the national leveland at the global level.

کلیدواژه ها:

strategic planning ، SWAT matrix ، innovation strategy ، market expansion.