Document Type : Research Paper
Extended Abstract
Objectives
Barberry, as one of the strategic and advantageous agricultural products of Iran, plays an important role in the agricultural economy and the livelihood of rural households in South Khorasan Province. The special characteristics of barberry, such as optimal growth in loamy-sandy soils and mountainous areas, ease of product transportation, no need for heavy agricultural machinery, low water requirement compared to other agricultural products, and high income and employment generation, have given this product a special place among the province's agricultural products. Despite the dominant share of this province in the country's barberry production, challenges such as weaknesses in processing, marketing, and the effects of climate change have prevented the full exploitation of this advantage. This study aims to assess the internal (Strengths and weaknesses) and external (Opportunities and threats) factors influencing the production and marketing of barberry and establish and rank the prioritized development strategies.
Methods
This research is descriptive-analytical research that was conducted using survey technique. For the purpose of research, the data were collected through the questionnaire and interviews with experts in the area of production and marketing of agricultural products in the Jihad Agriculture, Industry, Mining, and Trade, Birjand Chamber of Commerce and Leading Gardeners of South Khorasan Province Organizations. The main research tool was a researcher-made questionnaire, the face and content validity of which was based on the study background and the opinions of experts and scholars in the field of rural development and agriculture, and the reliability of the indicators used in the questionnaire was evaluated using Cronbach's alpha coefficient (α=0.91), which calculated value indicates the reliability or dependability of the research measurement tool. By considering various internal and external factors, the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analytical framework was applied to identify suitable strategies. Furthermore, the strategic position of the Barberry production was determined using the IE (internal- external) matrix. To prioritize the strategies, the study employed the QSPM (Quantitative Strategic Planning Matrix) approach. This approach allowed for the sorting of strategies based on their importance and priority, ensuring that the most effective and impactful actions are implemented first.
Results
The results of the research indicated that among the four strategies presented in the situation analysis matrix, aggressive strategies are the main strategy for efficient and effective management of barberry production and marketing. According to the results of the quantitative strategic planning matrix, “creating a regional/national barberry brand and registering a geographical indication (GI)”, “completing the value chain and creating transformation and processing industries”, “establishing the leading position in barberry production in the country and the world”, and “combining local and modern knowledge to reduce the effects of drought” have the highest strategic appeal among the developed strategies. It is expected that by implementing the aforementioned strategies, a suitable platform will be provided for sustainable development and transformation of barberry from a “local raw product” to a “processed, branded, and export-oriented product”.
Discussion
The findings of the SWOT analysis indicate that barberry production in South Khorasan Province is supported by strong inherent advantages, including ecological adaptation to arid and semi-arid conditions, a dominant position in national and global production, and the distinctive quality characteristics of seedless barberry. These strengths provide a solid foundation for the sustainable development of this sector. However, the analysis suggests that there is a need for focused policy intervention to address the internal weaknesses and external threats that have been identified as critical factors in limiting the full utilization of this potential.
In the short term, policy measures should prioritize modernization of harvesting, drying, and packaging processes. In addition, implementation of food safety and quality standards should be considered. Such interventions are necessary to reduce the immediate risks related to climate change, pest and disease outbreaks, and tightening requirements in export markets. In the medium term, policy efforts should focus on completing and strengthening the barberry value chain. In the long term, the strategic emphasis should shift towards increasing the global competitiveness and resilience of the barberry sector in South Khorasan.
Overall, the integration of short-, medium-, and long-term strategies derived from the SWOT matrix highlights the need for a coherent, multi-level policy framework. Such a framework should simultaneously address domestic structural weaknesses, exploit emerging market opportunities, and enhance the sector’s capacity to cope with environmental and economic uncertainties. By aligning technology upgrading, institutional strengthening, and market-oriented policies, policymakers can transform the inherent comparative advantages of barberry production in South Khorasan into sustainable competitive advantages at the national and international levels.
This article is an extract from a Master of Science research project of the first author. M. R. Bakhshi as her supervisor designed the experiment and research planning. The first author (A. Esmaili) conducted all interviews and completed the questionnaires in person, and in addition to writing the initial version of the article, she also participated in the statistical analysis of the data. The third author (M. H. Aminifard) also participated in the preparation of the questionnaires and the statistical analysis of the data. All authors read and approved the manuscript.
Data sharing is applicable with a formal and justified request for the corresponding author.
The authors would like to thank the Research Deputy of University of Birjand.
The study was approved by the Ethics Committee of the University of Birjand, The authors avoided data fabrication, falsification, plagiarism, and misconduct.
The author declares no conflict of interest.
