Feasibility Study of the Commercial-Recreational Project of the Rural Cooperative

Feasibility Study of the Commercial-Recreational Project of the Rural Cooperative

This study was conducted to examine the feasibility of a commercial-recreational project by the Rural Cooperative in one of the cities of Isfahan Province. The aim of this project was to explore the possibility of establishing a comprehensive initiative that includes various recreational, commercial, and sports sectors to be implemented by local cooperatives. Based on this study, the project was assessed with a high probability of over 80% for success. The conclusion of this study states:

Porter's model is one of the suitable frameworks for strategic market analysis prior to entering a market and even during active participation in it. This model can examine important dimensions and major players in the market and provide expert opinions regarding the presence or absence in the market to decision-makers. In fact, this model serves as a decision-making tool for decision-makers to act with a broader perspective in choosing the appropriate path.

Now, considering all aspects examined in Porter's model—suppliers, customers, existing competitors, potential competitors, and substitute products—along with field research, interviews with market informants, and multiple discussions held by the project research team, the team ultimately concluded that starting this business, given the following factors:

1. The 's experience in distributing essential goods

2. The public's adequate trust in the

3. Sufficient knowledge of the market

4. Market conditions for products in Iran

5. Adequate understanding of customers

6. Adequate knowledge of existing competitors and the ability to gather necessary information about potential competitors

7. Access to suitable distribution channels (regional cooperative companies)

8. Adequate informational access to customers, considering the membership of many local residents in cooperatives

9. Utilization of a cohesive and operational team

10. Employing a risk-taking, executive, active, and powerful management approach in market and demand analysis

11. Utilizing contemporary management knowledge within the Flowerjan

12. Sufficient cohesion and maturity of the CEOs of most active rural and agricultural cooperatives in the region for informational and promotional support of the 's activities and programs

13. The nature of the in terms of defining the boundary between the private and public sectors

14. Support from local government officials for such activities in the region.

The present research, which is the result of the work of a scientific team in the field of market analysis, indicates that the presence of the Rural Cooperative of Falavarjan County, considering its strengths and weaknesses, in this market can lead to greater profitability for this organization. It should also be noted that for success in the market, other factors must be considered, which can only be realized through decision-makers.

Timely market entry: This means that, given the fluid and complex nature of the market and the rapid changes in the economy, it is essential to identify the appropriate timing for entering the market and to make a decision to participate.

Continuous market analysis: Any economic, strategic, or commercial analysis conducted anywhere in the world in the field of management is based on past and present data, along with a touch of future forecasting. Due to existing complexities, it cannot be considered a long-term source for performance. Therefore, this source must be re-evaluated at specified intervals to identify changes that have occurred in previous analyses, as well as to discover new opportunities and threats, thereby providing decision-makers with up-to-date information.

In today’s markets, one can no longer rely on traditional methods. The nature of markets, the continuous change in people's attitudes towards organizations and products, the ongoing evolution of consumer demands, and the instantaneous advancements in technology compel us to utilize modern marketing science for success in today’s markets. Marketing, in simple terms, encompasses all activities from the initial idea formulation, preliminary analysis, product development, market testing, market entry and its methods, pricing, advertising, and promotion to after-sales services. Thus, only a leading and knowledge-based organization can navigate the turbulent markets of today and safely reach the shores of profitability and increased shareholder value. Therefore, it is essential to leverage a market research team at the onset of implementing the marketing plan to achieve success.

Shideh