Vol-7, Special Issue3-April, 2016, pp1270-1278 http://www.bipublication.com
Case Study
Analysis and market performance in last place in cities today,
using the SWOT technique
Houtan Iravani, Sajadkarimi, Amir hosseinbozorgiyan, Shohrehsohrabi and Shiftehiranpor
Department of Architecture, Ardestan branch,
Islamic Azad University, Ardestan, Iran
ABSTRACT
Market as the place to meet the diverse needs of people and the media, during the transition from tradition to modernity, diversity has changed. Thechangeson the one handand on the otherfunctions ofthe marketplace affected in the cities. This paper analyzes the status and functioning of the market, and still today, incities. In this regard,using the SWOT technique with emphasis on past and current market position and function were evaluated. The results show the importance of the marketplace in life to day than ever dropped. Market position based on its importance in political rallies, cultural religious, social, economic and much lower than in the pastas well astoday's markets educational functions (such as schools and seminaries), culture (mosques and mosque) and reception (tablehomes) and was very pale. Although the functions of the market, particularly in the provision of goods and basic needs of the people are good, but the results of SWOT analysis shows total weaknesses and threats with 69/57points higher than the score of 31/55is the sum of the strengths and opportunities. Hence it is necessary to change a variety of strategies and review, to design and promote various applications into day's market action.
Keywords: traditional markets, metropolis,hypermarket, City Centre, SWOTtechnique
INTRODUCTION
Market means the sale and supply of goods. Term market is very old and there are some ancient languages. Markets in Middle Persian as harassment and combining like Vazark (market) and Vtztrgan (businessman) was used, and in English as it is used Vazha. Of the market in the Sassanian era in cities that were thriving business was formed. Market as an economic, social, institutional, skeletal cities and large villages that make up the data.Basic core markets around the main gate and along the main routes to the city expanded and continue afterwards (Shafaghi).
modern times, and given new life style change is dramatic is the market (unitary. 1385).Due to increased demand based on population growth, development and distribution of cities and according to current zoning, the market cannot meet the needs of the public.It should be noted that the nature of the market, especially in the major economic processes, yet decisive norms, prices and trade of goods and services (MashhadizadehDehaghani. 1373).What more can be seen in modern metropolises, is Hyper Markets and City Centre. Hence,in this paper,the main purpose present status and functioning of market transformation from old to new tradition to modernity. Therefore, this article will attempt to useSWATtechniques, a set of weaknesses, strengths, opportunities and threats in the marketplace and functioning before the current time to be analyzed.
2. History and Literature
Defined in terms of modern market economy is a given area, in particular those that fit their profession and supply and demand in the community, there is - the alone, or in traded.
The political economy of market term used to fit the theme and purpose of the speaker, meaning it does.Many studies have been conducted on the market, each of have to check the size of the market. Economic, political, social - cultural, physical and even concepts such specialized markets such as the oil market, or black market, also placed in this context. But the authors of this study are to address the market place and its functions. Many studies have been devoted to this topic, which we refer to some of them (Nqyzadh. 1386). Three markets in major metropolises of Isfahan, Shiraz and Tabriz are analyzed.One of the main roles of the market in all major cities and many of his important as the main thoroughfare of the city's main thoroughfare.The market will be important aspects of communication in addition to the mosque, the great theological schools, centers, business offices - usually held in Timcheh. And all public activities and other matters were on the side of the market. The role of communication and urban market will be in addition to the economic aspects of communication and social space taken into account (Rajabi 1387).
The analysispresentedin threemetropolitanmarkets
Rows
Market
Title
era
year
rec ord
Considerations
1
Esfahan
Gheysar
Safavi
1029 H. GH
131315
Caesareawas builtontwofloorshighbazaar
Theupstairsanddownstairswas devotedtoofficeandcommercialshops, various guildswerehousedtogether
Thatthemarket is largeand luxurious
other marketsweresplitandsome of themare stillactive andareassignedto different jobs
2
Shiraz
Vakil
Zandi
1172
-1193
1315
The architectureof the buildingfrom Caes are alarmarket and as market madeup of ShahAbbas,
But the lawyer market hanother markets
The opening74with a heightof over 11metershigharchbeatthe marketthanother marketsvault.
Themarketthatthe architecturehas threepedestriansspace (space forpassingcustomers)Privacyshops (2Plh
approximateheightabove theground) theshop(selling), has fivelarge Itis locatedon thefoursides.
3
Tabriz
Tabriz
Recen of zan
1193
1354
Market, with about 5,500 of the rooms, shop, store, 40 jobs, 35 of songwriter, Bob Timcheh 25, 20 mosques, 20 of orders and Rasthbazar, 11 of corridors and 9 religious schools as the main center known business people of Tabriz
Methods
On the basis of studies carried out in this paper, the methods of field survey and documentary studies were after collecting data by means of interviews and questionnaires, SWOT technique was used to analyze the data obtained. Strategic SWOT analysis is a valuable tool. This is both a SWOT Tahm micro to the macro level is the best strategy in the areas of planning, management and marketing offer. The field survey method was used to determine the status and functioning of the market. Usingaquestionnaire, theweight ofeachcomponent ofthe weaknesses, strengths, opportunities and threats were identifiedfrom the perspective ofexperts.To determine theweightof each ofthe fourelements ofSWOTofLikertscores5asvery high, highscores4points, 3 medium, lowand very lowscores1point2is used.
Analysis ofresults
Afterpreparation, purification andextraction ofdatafromfield studies, documents, interviews and questionnaires,theSWOT analysis toassesslimitations(weaknesses andthreats) andmarketadvantages(strengths
andweaknesses)was used. SWOT analysis todetermine thedefinitionand design ofthe new strategyinthe marketfora new lifewithcontrols(in accordancewith thestandards ofpostmodern) was performedinthe followingphases.
1. explainthestrengthsto
delivertheaggressivestrategiesbased onthe use ofcompetitiveadvantages
2. Explanation ofthe most importantopportunitiesto providenewstrategies forrevisingthe definition ofmarketreallocation of resources
3. explaintheweaknessesincurrentmarketsto providediversificationstrategiesin theimplementation ofthismarket
4. explaintheexistingthreatsin order to providedefensivestrategiestofix
thevulnerability ofmodernmarkets(hypermarket andCity Centre)
1-4 internalfactorsaffecting thestatus andperformance of the business toidentify the strengthsand weaknessesof the internalenvironment ofthe market infour dimensions: economic, socio-cultural, environmentaland institutionalexamined. The resultsare presentedin Table3.
Table3: Factorsaffecting thestatusandfunctioning ofthe internalmarket
Strengths
Weakness
ec
onom
ic
1.economictrading centerof the cityandsurroundings 2.There area variety ofproducts
3.Orderpackagingandproduct-based occupationalsegregation
1. Decentralizedeconomiccurrentsinmetropolitanmarkets.
2.Dealingbinmarketsinthedistance
S
oc
ia
l
and
C
ul
tur
al
1.Culturalcenters-such asreligiousmosque,mosque 2.navigatorcurrentsof thoughtandmasses
1. Theincorporation ofvarioussocial classesin themarket
2.Lack ofappropriate responses tomeet thedemandsof today
3.Lack ofdiversecultural and socialcontrols 4.Inadequatedistributioncustomers indifferent
seasons
5.Culturalconflict betweenold and new generationstobenefit fromthemarket 6.willingnesstousespecificmarket environment
S
ke
le
ta
l
1. Locatedinmetropolitancentersandeasy access 2.Traditionalabsorbentandoriginalityofdesignandtexture
3.High densityandproportionofvisualmarket 4.Inaccordancewith the tastes ofthe older
generationdesignenvironment
5.Classificationbasedin backrooms, andBobTimcheh 6.Ability toeffectivelydeliver servicesto customers
1.Thephysical structure of thefragilemarket
2. Theenvironmentalhazardsin themarket
or
ga
ni
za
ti
on
1. Lack of
familiaritywithmanydiversefunctionspriormarket
Source: Negarandegan
2-4external factorsaffecting thestatus andperformance of the business
to identifyopportunities and threats, externalmarketenvironmentinfour dimensions: economic, socio-cultural, environmentaland institutional sourceswere investigated.The resultsare presentedin Table4.
Table4: external factorsinfluencingthemarketposition andperformance
Chances
threats
ec
onom
ic
1.Giventhe increase inthe private sectortoplan andinvest innew markets
2.There isa tendencyfor the private sectorto create diversityin the market
1.Increasing theprice of landfor constructionservicesin variousmarkets
S
oc
ia
l
and
C
ul
tur
al
1.
Theincreasingtendencyamongurbanpeopletogotospecialtymarkets(Hopper modelsandCity Centre)
2.There aretwomajorcentersof populationincities
1. Thecreation ofmarketsinthe surroundingareasandthe imbalance 2. Thedensityof
populationandtrafficinadjacentmarkets 3.Increasingsocialoffenseswith clientstomarket 4. Thedisappearance oflocalcultureand tradition 5. Willingnessto approacha foreign culturein the eraofmarket design
S ke le ta l 1. Loss ofperipheraltissuefunctioningmarket
2.Increasedairpollution,soil and waterresources
or ga ni za ti o n
1. The tendencytotake advantage of thisopportunitytocreate jobsandprevent
2. Theexistenceofpotentialmarketinterestingovernance 3.There areexpertsin the designmarket
1.
disalignmentgovernmentagencies,organizationsand facilities and equipmentto expandmarket
Source: Negarandegan
3-4Analysis of thestrengths, weaknesses, opportunities and threats accordingtostudiesconducted, 11 of the11internalstrengths, internal weaknessesandexternalopportunities7to9externalt hreathas been determined. A total of18strengthsandweaknesses,opportunitiesandthre atsastheadvantagesandlimitations ofthe
number20positionandmarketperformanceinthe metropolitan areashave been identified. Likertquestionnaire andstrengths and weaknesses, opportunities and threatswere assessed. Table5 shows thetotalweight oftheaverageweights, andrankthe relative weightof each componentofthe strengths, weaknesses, opportunities and threatsare.
Table5: Analysis ofstrengths, weaknesses, opportunities and threat
Analysis of strength Total Average Relative weight scor
S1. Economic trading center of the city and surroundings
98 3.62 0.72 4
S2. There are various products
64 2.37 0.47 8
S3. Order packaging and product-based occupational segregation 46 1.70 0.34 11
S4. Cultural centers - such as religious mosque, mosque
55 2.03 0.40 9
S5. Currents guiding thoughts and masses
128 4.74 0.94 1
S6. Located in metropolitan centers and easy access
4 3.11 0.62 5
S7. Absorbent and originality of design and traditional context
122 4.51 0.90 2
S8. High density and proportion of visual market
110 4.07 0.81 3
S9. Accordance with the tastes of the older generation design environment 49 1.81 0.36 10
S10. Classification based in back rooms, and Bob Timcheh
71 2.62 0.52 7
S11. Ability to effectively deliver services to customers Analysis Weaknesses 76 2.81 0.56 6
Analysis of weaknesses Total Average Relative weight scor
W1. Decentralized economic currents in metropolitan markets.
50 1.85 0.37 10
W2. Ben communication markets in the distance
97 3.59 0.71 3
W3. The mixing of different social classes in the market
58 2.14 0.42 8
W4. Lack of appropriate responses to meet the demands of today 115 4.25 0.58 2
W5. Lack of cultural and social controls
67 2.48 0.49 7
W6. Improper distribution of customers in different seasons
W7. Cultural conflict between old and new generations benefit from the market
76 2.81 0.56 6
W8. Willingness to use specific market environment
80 2.96 0.59 5
W9. The physical structure of fragile market
124 4.59 0.91 1
W10. Environmental hazards in the market
82 3.03 0.60 4
W11. Lack of familiarity with many diverse functions prior market
Analysis of Opportunities
53 1.96 0.39 9
Analysis of chances Total Average Relative Weight Scor
O1. Given the increasing private sector to plan and invest in new markets 113 4.18 0.83 2
O2. There is a tendency for the private sector to create diversity in the market
99 3.66 0.73 3
O3. The increased interest among urban people to go to specialty markets (Hopper models and City Centre)
81 3 0.60 4
O4. There are two major centers of population in cities
62 2.29 0.45 6
O5. Increased desire to take advantage of these opportunities for employment and prevention
121 4.48 0.89 1
O6. Agents interested in the market potential of the Sovereign
73 2.70 0.54 5
O7. There are experts in the design market Threat Analysis 51 1.88 0.37 7
Analysis of Threats total Average Relative Weight scor T1 .
Increase in the price of land for construction services in various markets 111 4.11 0.82 2
T2. Development of the market in the periphery and imbalance
120 4.44 0.88 1
T3. Population density and traffic on adjacent markets
53 1.96 0.39 8
T4. Increasing social offenses with clients to market
58 2.14 0.42 7
T5. The loss of local culture and tradition
85 3.14 0.62 4
T6. Tendency to approach a foreign culture in the era of market design 49 1.81 0.36 9
T7. The loss of peripheral tissue functioning market
65 2.40 0.48 6
T8. Increasing air pollution, soil and water resources
73 2.70 0.54 5
T9. Misalignments government agencies, organizations and facilities and equipment to expand market
97 3.59 0.71 3 Source: Negarandegan
Figure 1 shows the status of all components of the four pillars of SWOT. This is based on the average weights and relative weights of components are set.Component of the first quarter consists of opportunity. Components (O1-O2-O3-O4-O5) has a relative
strengthened in order to strengthen our market position in the fear of public action.Component consists of a weak third quarter, respectively. Component (W11 W7-W8-W9- W10-) has a relative weight of more than 5/0, and
therefore must be addressed. Components of the fourth quarter included components are threatened. Components (T1-T2-T3-T4- T5) which has a relative weight of more than 5.0 should be extremely careful.
Figure (1): the components of the four pillars of SWOT Source:Negarandegan
According to theresults of theanalysis,SWOT,in ordertocomplywith the requirements ofthe position andfunctionfortoday's marketstoday arelivingin the era ofmodernity, the followingguidelinesare providedin Table6.
Table6:strategies forimprovingthe status andfunctioning ofthe market
SWOT
Opportunities
Threats
Strength
Aggressive competitive strategies (SO) emphasis on market development, especially educational and cultural
functions (such as cinema, theater, Conference Center and specialized schools)
identify and take advantage of all the attractions and events in the
metropolitan markets of
utilization of human resources specialized in the design of today's markets
coordination between different government agencies and departments,
citizens and entrepreneurs by organizing meetings and coordinating the implementation of structural measures, Diversification strategies (ST)
variety of facilities, services and activities in the metropolitan markets
determine the capacity
of the body to protect consumer market
advertising programs
determine appropriate ways to develop new markets
in order to integrate the functions of market * Attempt to clarify local government
policies and programs to increase incentives for private sector investment in the development of specialized markets * Attempts to culture in the coveted than the market
as a multi-dimensional environment
weakness
Revised guidelines (WO)
review of the program and the state of development of modern markets review of the distribution of facilities, services and facilities markets review of laws and regulations on the construction market
review of the treatment and utilization of public participation
Defensive strategies (WT)
Exclusive design of shopping centers such as the Task Force and
establish Hyper Market Center * Specific rules and regulations for the optimal use of land in the market layout
* Create and encourage people to participate in the
development of infrastructure, equipment and facilities for modern markets Source: Negarandegan
SUMMARY AND CONCLUSION
According to that analysis, weaknesses, opportunities, threats and opportunities of this research can be perceived, benefit from each of the four categories of aggressive strategies, diversity, review and defense is possible and this shows the flexibility of the process of achieving goals with an emphasis on restoring market place with multiple functions. The combination of these strategies and the appropriate frequency of the inner and outer leads to the satisfaction of the operation. and income; five strategies for diversification in the ST as a variety of facilities, services and market activities in the metropolitan determine the capacity of clients to protect the body of the market, four strategic review of the WO, including a review of the program and the state of development of modern markets and three WT defensive strategy in the design of shopping centers such as the Task Force Monitoring Center Hapyr markets , indicating improved market position of the different routes available and require priority attention to the strengths. Political, cultural - religious, social, economic and much
lower than before. Unfortunately in today's markets educational functions (such as schools and seminaries), culture (mosques and mosque) and entertainment (table cells) and very pale, and therefore must implement the strategies outlined in this study than in the recovery position the market to suit the tastes and lifestyles of the modern era began. Although the functions of the market, particularly in the provision of goods and basic needs of the people are good, but the results of SWOT analysis shows total weaknesses and threats with 69/57 points higher than the score of 31/55 is the sum of the strengths and opportunities. Hence it is necessary to change a variety of strategies and review, to design and promote various applications in today's markets based on the desire to be public.
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