In order to identify strengths, weaknesses, opportunities and threats in the saffron market in Iran in the form of a marketing mixed model, and to formulate the optimal strategies in this regard, a comprehensive strategic framework was adopted. Essential information was acquired through interviews and questionnaires completed by administrators, experts, manufacturers and exporters of saffron in Qaen county over the course of 2012-2013. The results of the internal factor evaluation (IFE) matrix showed more strengths than threats in the marketing mixes of positioning and protection. According to the results of the EFE (external factor evaluation) matrix, in the marketing mixes of protection and positioning, opportunities tend to overcome threats. Overall prioritization of the proposed strategies suggests that the implication of protection and place strategies, creating the conditions for the registration of the Iranian brand, improving product quality and derivatives, creation of a database of knowledge and experience in the field of saffron market and innovation to suit the taste of customers in the saffron industry are the strategies with the highest priority to be applied.

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