ANALYSIS OF MARKETING STRATEGIC PLANNING IN THE HOME FURNITURE INDUSTRY BY APPLYING ANP: A CASE STUDY OF THE IRANIAN HOME FURNITURE INDUSTRY

M. Azizi, Hamzehali Mansouri
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引用次数: 1

Abstract

This study was carried out because of the lack of research on strategic planning in Iran's home furniture market. Accordingly, in this study, we developed a decision-making model to select the best solution for strategic planning in the industry. After determining the strategic criteria or factors affecting the developed model, the control criteria of four merits or subsets of competencies were identified. To determine all the effective factors in the model, the sub-criteria of four control criteria and their connections were identified.  The following four possibilities were considered as potential solutions: entrance to a foreign market (S1), increase portfolio (S2), emphasis on scientific management of mixing elements of marketing (S3), and generate research and development units (S4). The Analytic Network Process (ANP) and the Super Decisions software were used to synthesize and analyze the model. It was found that all calculated decisions were influenced by the strategic criteria. A value-weighted competency model was calculated in the first stage with the influence of strategic criteria on the competency model. Hierarchical design decisions were made for each of the competencies and their subsets (144 sub-criteria and 22 middle indices). Paired comparison matrices associated with the degree of the importance of each of the competencies were achieved in the second stage. In the final stage, subsets of the competency weights and their sub-options were identified with the combination of the competencies and the best solution was obtained.
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运用anp分析家居行业营销战略规划:以伊朗家居行业为例
由于缺乏对伊朗家居市场战略规划的研究,因此进行了本研究。因此,在本研究中,我们开发了一个决策模型,以选择最优的解决方案,在行业的战略规划。在确定了影响开发模型的战略标准或因素之后,确定了四个优点或能力子集的控制标准。为了确定模型中的所有有效因素,确定了四个控制标准的子标准及其联系。以下四种可能性被认为是潜在的解决方案:进入国外市场(S1),增加投资组合(S2),强调混合营销要素的科学管理(S3),建立研究和开发单位(S4)。利用网络分析过程(ANP)和Super Decisions软件对模型进行综合分析。研究发现,所有的计算决策都受到战略准则的影响。首先计算价值加权的胜任力模型,考虑战略准则对胜任力模型的影响。对每个能力及其子集(144个子标准和22个中间指标)进行分层设计决策。在第二阶段,与每个能力的重要性程度相关的配对比较矩阵得到了实现。最后,结合胜任力权重的子集及其子选项进行识别,得到最优解。
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来源期刊
International Journal of the Analytic Hierarchy Process
International Journal of the Analytic Hierarchy Process Decision Sciences-Decision Sciences (all)
CiteScore
2.30
自引率
0.00%
发文量
22
审稿时长
12 weeks
期刊介绍: IJAHP is a scholarly journal that publishes papers about research and applications of the Analytic Hierarchy Process(AHP) and Analytic Network Process(ANP), theories of measurement that can handle tangibles and intangibles; these methods are often applied in multicriteria decision making, prioritization, ranking and resource allocation, especially when groups of people are involved. The journal encourages research papers in both theory and applications. Empirical investigations, comparisons and exemplary real-world applications in diverse areas are particularly welcome.
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