ANALYSING LARG SUPPLY CHAIN MANAGEMENT COMPETITIVE STRATEGIES IN IRANIAN CEMENT INDUSTRIES

In the contemporary highly competitive international business environment companies have to exercise great care in devising entry strategies for foreign markets. Therefore, supply chain management (SCM) is considered a strategic factor for the better attainment of organizational goals such as enhanced competitiveness, improved customer service and increased profitability. Because the, Supply chain management as a vital challenge to the Cement industry and developing infrastructure as a whole has been posed by scholars. This article analyses Lean, Agile, Resilient, and Green (LARG) supply chain management competitive strategies in Iranian cement industries. The lean, agile, resilient and green SCM paradigms had been adopted to improve the SC performance. We used Step-wise Weight Assessment Ratio Analysis (SWARA) technique to weighting strengths, weaknesses, opportunities and threats (SWOT) based on LARG supply chain management practices for 11 Iranian cement companies. Then the Strategic Position and Action Evaluation (SPACE) matrix used to check if which strategy is appropriate. In the SPACE matrix we assessed Iranian cement industries across four dimensions include: Industry Attractiveness (IA), Environmental Stability (ES), Competitive Advantage (CA) and Financial Strength (FS). The results showed that Iranian cement industries can follow an aggressive strategy as it leverages its strengths into the opportunities. Iranian cement industries are also blessed because it has a good competitive advantage in an industry which is considered to be attractive. Among the strategic choices, develop new local markets strategy has the first priority, followed by the; Increase production capacity, Export markets development, Diversification in product with QSPM method. Finally, some actions recommended for Iranian cement industries in such a strong position.