FOOD INDUSTRY AMONG THE INDUSTRIES OF EACH COUNTRY HAVE STRATEGIC IMPORTANCE. AMONG THESE INDUSTRIES, INDUSTRIES THAT PROVIDE THE DAILY ENERGY OF OF EACH COUNTRY'S CITIZENS IS OF KEY IMPORTANCE. SUGAR INDUSTRY SOMETIMES CALLED SUGAR INDUSTRY, ONE OF THE MOST IMPORTANT FOOD INDUSTRY IN EACH COUNTRY. PANIZFAM COMPANIES WITH MORE THAN 70 YEARS IN THE FIELD OF SUGAR, IS CONSIDERED A SERIOUS COMPETITOR FOR RIVALS. POSITIONING TO A COMPANY THAT LETS THEIR PRODUCTS AND BRANDS DISTINCT OUT AND PROVIDE THE NEEDS OF CUSTOMERS BETTER THAN COMPETITORS. IN THIS CONTEXT, THE AIM OF THIS RESEARCH IS TO DETERMINE BRAND POSITION PANIZ FAM RELATIVE TO ITS COMPETITORS IN TEHRAN. IN THIS RESEARCH, AFTER INTERVIEWS WITH COMPANY EXECUTIVES PANYZFAM AND IDENTIFY CRITERIA AFFECTING THE FORMATION OF MENTALITY AND ATTITUDE OF CONSUMERS AND IDENTIFY THE COMPETITORS OF THE COMPANY, 385 QUESTIONNAIRES WERE RANDOMLY AMONG CUSTOMERS STORES ETKA AND REFAH IN TEHRAN DISTRIBUTED AND COLLECTED AND IN THE END TO DETERMINE BRAND POSITION PANIZFAM WAS USED EXPLORATORY FACTOR ANALYSIS (EFA) AND PERCEPTUAL MAP.THE RESULTS OF THE ANALYSIS SHOWED THAT GOLESTAN BRAND IN TERMS OF ALL FACTORS (PRODUCT, PLACE AND PROMOTION) IS THE IDEAL PLACE COMPARED TO OTHER BRANDS AND PANIZFAM COMPANY TO ENHANCE ITS POSITION WITH REGARD TO THE THREE FACTORS OF PRODUCTION, PLACE AND PROMOTION SHOULD USE MARKETING STRATEGIES IN ORDER TO REACH THE IDEAL PLACE SUGAR ON THE MARKET.

THE SYSTEMATIC USAGE OF COMPUTER EQUIPMENT SUCH AS HARDWARE AND SOFTWARE AND THE GEOGRAPHIC INFORMATION (SPATIAL AND NON-SPATIAL) THAT INCLUDE THE GEOGRAPHIC INFORMATION SYSTEM (GIS) HAS BEEN UNIVERSALLY IMPLEMENTED SINCE 1980. DIFFERENT FEATURES OF THIS SYSTEM SUCH AS FAST AND PRECISE SPATIAL AND NON-SPATIAL INFORMATION JOINT STORING AND ANALYZING AND EXPORTING THE RESULTS IN DIFFERENT FORMS HAS CAUSED THIS SYSTEM TO BE USED IN MANY STUDY FIELDS OF URBAN AND REGIONAL PLANNING SCIENCE, SOCIAL SCIENCES AND ECONOMICS, INDUSTRIES, AGRICULTURES AND SO ON. CONSIDERING THE MENTIONED FEATURES, IT HAS BEEN TRIED TO EXPLAIN THE INSTRUCTION OF USING THIS SYSTEM IN BERTHS POSITIONING. IN THIS STUDY, IT HAS BEEN TRIED TO PROPOSE A GENERAL DISCUSSION ABOUT THE IMPLEMENTATION OF THE GEOGRAPHIC INFORMATION SYSTEM IN POSITIONING AND FORMATION OF SPATIAL AND NON-SPATIAL INFORMATION BASE. THE RESULTS OF THE DISCUSSED TOPICS INDICATE THAT THE IMPLEMENTATION OF GEOGRAPHIC INFORMATION SYSTEM IN BERTHS POSITIONING IS SCIENTIFIC. MOREOVER, ITS IMPORTANT POINT IS ITS IMPLEMENTATION IN VARIOUS LEVELS OF THE MODELING OF SMALL FISHING BERTHS TO LARGE BERTHS WITH INTERNATIONAL PERFORMANCE. THE IMPLEMENTATION ACCEPTANCE OF THIS SYSTEM BY THE RELATED ORGANIZATIONS IN THE FIELDS OF CONSTRUCTION, DEVELOPMENT AND EXPANSION OF BERTHS IS THE MOST IMPORTANT FACTOR IN THIS SYSTEMS DEVELOPMENT, AND ALSO, THE COOPERATION OF THESE ORGANIZATIONS IN GENERATING AND PROPOSING THE INFORMATION NEEDED FOR THE GEOGRAPHIC INFORMATION SYSTEM BASE IS ONE OF THE BASIC NECESSITIES.