Strategy-aligned Fuzzy Competitive Analysis Approaches for Market Segment Evaluation and Selection

• Main Authors: Chin-Wen Ou, 歐錦文
• Other Authors: nono
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/02707421132193460932

博士 === 國立臺灣科技大學 === 工業管理系 === 96 === This study utilizes the generic strategies matrix, and the Five Forces analysis to link the capability of firms with the strategies of the market to identify the strategy-aligned criteria for market segment evaluation and selection. A fuzzy assessment approach and fuzzy relationship analysis system are then used to evaluate the potential market segments base on the type of strategies required by the firms. In contrast with classic decision making theory, this method applies multiple dimension fuzzy weights to assess individual decision makers (DMs) which allows managers to consider the professional or experience of each DM in the decision-making procedure. In addition, in the proposed model, the final decision-maker synthesizes the total crisp scores of individual alternatives by choosing judgmental coefficients λ and uses a fuzzy multiple relationship analysis system based on individual attitude towards core business competitiveness and market risks to accommodate differences among market segments to the specific environment with a better understanding of the decision problem and individual decision-making behavior. In the illustration presented here, the final solution is then obtained by identifying the best market segment(s) for further development and negotiation.