Using a strategy-aligned fuzzy competitive analysis approach for market segment evaluation and selection

Authors:
Chin-Wen Ou;Shuo-Yan Chou;Yao-Hui Chang
Affiliations:
Department of Industrial Management, National Taiwan University of Science and Technology, Taipei 106, Taiwan and Department of Industrial Management, Nan-Kai Institute of Technology, Nanton 542, ...;Department of Industrial Management, National Taiwan University of Science and Technology, Taipei 106, Taiwan;Department of Industrial Management, Lunghwa University of Science and Technology, Taoyuan 333, Taiwan
Venue:
Expert Systems with Applications: An International Journal
Year:
2009

Citing 3
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Abstract

This study applies Five Forces Analysis to evaluate and select market segments for international business using a strategy-aligned fuzzy approach. An illustration segment evaluation procedure is used to demonstrate that our procedure is an effective quantification approach for integrating five forces, generic strategies and marketing information in a group decision-making process. The final decision-maker (DM) synthesizes the total crisp scores of individual alternatives by choosing judgmental coefficients @l 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 for further development and negotiation.