COI code: IPQCONF02_013
Paper Language: English
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Authors The implementation of the Hybrid Model SWOT-VIKOR by Fuzzy Approach to Evaluate and Rank the Marketing Strategies (Case Study: Saipa Special Service Company)Marzieh Pirhadi - Industrial Engineering Department, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Payam Mard Azad Navi - PHD Candidate of Marketing Management, Business Management Department, Qazvin Islamic Azad University, Qazvin, Iran
Arshia Yousefi Adib - Business Management Department, University of Kurdistan, Sanandaj, Iran
Abstract:Nowadays, having a marketing strategy is one of the main priorities in a business so that it can help the organization to create innovative approaches in its own sales and customer services departments. Thus, determining the effective strategies in this vein can impart the real value of the business to the customers. In this research, the SWOT analysis was used to select and formulate the marketing strategies as well as the Multi-Criteria Decision Making methods by the use of the fuzzy approach for enhancing the decision making accuracy. Therefore, first the main indexes for choosing the marketing strategies were identified by the desk research, expert judgments and expert teams, and then the key indexes were selected through a questionnaire and finally the combination of the SWOT analysis which is a powerful method in identifying the factors in the organization environment and the Vikor method with fuzzy approach which is for ranking the marketing strategies is used. The proposed model has high efficiency due to the combination of these two methods.
Keywords:Multi-Criteria Decision Making, Marketing Strategies, Fuzzy Approach, Vikor Method, Strategies Ranking, SWOT analysis
COI code: IPQCONF02_013
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Pirhadi, Marzieh; Payam Mard Azad Navi & Arshia Yousefi Adib, 2019, The implementation of the Hybrid Model SWOT-VIKOR by Fuzzy Approach to Evaluate and Rank the Marketing Strategies (Case Study: Saipa Special Service Company), Second International Conference on Industrial Engineering, Productivity and Quality, تفليس-گرجستان, سازمان بين المللي مطالعات دانشگاهي(International Organization of Academic Studies) ، با همكاري دانشگاه جورجيا, https://www.civilica.com/Paper-IPQCONF02-IPQCONF02_013.htmlInside the text, wherever referred to or an achievement of this article is mentioned, after mentioning the article, inside the parental, the following specifications are written.
First Time: (Pirhadi, Marzieh; Payam Mard Azad Navi & Arshia Yousefi Adib, 2019)
Second and more: (Pirhadi; Mard Azad Navi & Yousefi Adib, 2019)
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The University/Research Center Information:
Type: Azad University
Paper No.: 11482
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