Evaluating Internal and External Factors of Chain Store for Improvement in Iran

The purpose of this study is to extract main indicators for review the internal and external dimensions of Etka chain stores and after the studying the organizational documentation and with using of the customer reviews, was determined the position of Etka chain stores in attractiveness and capabilities matrix. For any organization in any level, it is important to determine its position compared to competitors in terms of attractiveness and capabilities. Considering now that the "Etka chain stores" are the largest supplier of goods and services in Iran and in order to its mission tries to improve the processes of supply, storage, distribution, sales and after sales services company with an economic approach. According to peripheral changes in different dimensions of economic, political, social and also with the emergence fundamental paradigm in business such as service businesses, penetration of IT in business like E-commerce, the answer to this question is important “Where is the position of Etka chain stores in this industry?”. The data collection method is using the questionnaires. Finally the customer reviews have been analyzed.

Attractiveness and capability matrix, etka chain stores, internal and external factors