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Abstract
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One of the most important requirements of developing appropriate strategies for international
marketing is correct identification of target markets. Using quantitative techniques and decision
making skills will lead to better results regarding the evaluation of marketing strategies. In this
study, first we have used internal factor evaluation (IFE) matrix for recognizing and comparing
strengths and weaknesses (internal factors) of Bushehr export companies regarding participation in
their target markets and then we have used external factor evaluation (EFE) matrix for recognizing
and comparing opportunities and threats (external factors).
As the effective criteria have been categorized in this four level (strengths, weaknesses,
opportunities and threats), we have used LINMAP technique separately for each level and at last
we've unified the results of each level by using of Borda method.
The findings of this study help decision-makers of international trading to investigate the results of
their decisions in a more logical and efficient way.
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