Porter’ın Beş Güç Modeli’ne Göre Jenerik Rekabet Stratejisi Seçimi: AHP, WASPAS ve EDAS Yöntemleri ile Bir Uygulama

Year 2024, Volume: 16 Issue: 1, 74 - 92, 31.01.2024

Şeyma Nur Aydın Aşır Özbek

https://doi.org/10.29137/umagd.1299126

Abstract

Günümüzün karmaşık ve dinamik piyasa koşullarında, firmaların rekabet avantajını elde etmesi için faaliyet gösterdikleri endüstriyi tanımaları ve stratejilerini buna göre belirlemeleri gerekir. Michael Porter’ın Beş Güç Modeli, herhangi bir endüstrinin yapısını anlamak ve rekabet kaynaklarını tespit etmek için bugün pek çok firmanın tercih ettiği bir analizdir. Ancak başarıya ulaşmak ve bunun sürdürülebilirliğini sağlamak için sadece rekabet ortamını analiz etmek yeterli değildir. Aynı zamanda endüstride yer alan güçler karşısında doğru stratejiye karar verilmesi de gereklidir. Bu çalışmada, iş ve inşaat makineleri sektöründe faaliyet gösteren bir firma için, çok kriterli karar verme yöntemleri ile en uygun jenerik stratejisi belirlenmiştir. Rekabet ortamının tanımlanması için Porter’ın Beş Güç Modeli’nden yararlanılmış ve kriterlerin sınıflandırılması bu modele göre yapılmıştır. Kriterlerin ağırlıklandırılması için AHP (Analytic Hierarchy Process) yöntemi, stratejilerin değerlendirilmesi için ise WASPAS (Weighted Aggregated Sum Product Assessment) ve EDAS (Evaluation based on Distance from Average Solution) yöntemleri kullanılmıştır. Her iki yöntemin de sonuçlarına göre, firma için en uygun stratejinin odaklanma stratejisi olduğu görülmüştür.

Keywords

Beş Güç Modeli, Jenerik Rekabet Stratejisi, Çok Kriterli Karar Verme, Analitik Hiyerarşi Prosesi, WASPAS, EDAS

Selection of Generic Competitive Strategy According to Porter's Five Forces Model: An Application with AHP, WASPAS and EDAS Methods

Abstract

In today's complex and dynamic market conditions, companies need to know the industry they operate in and determine their strategies accordingly in order to gain competitive advantage. Michael Porter's Five Forces Model is an analysis preferred by many companies today to understand the structure of any industry and identify sources of competition. However, to achieve success and ensure its sustainability, simply analyzing the competitive environment is not enough. It is also necessary to decide on the right strategy against the forces in the industry. In this study, the most appropriate generic strategy was determined using multi-criteria decision-making methods for a company operating in the construction equipment industry. Porter's Five Forces Model was used to define the competitive environment and the criteria were classified according to this model. AHP (Analytic Hierarchy Process) method was used to weight the criteria, and WASPAS (Weighted Aggregated Sum Product Assessment) and EDAS (Evaluation based on Distance from Average Solution) methods were used to evaluate the strategies. According to the results of both methods, it was seen that the most appropriate strategy for the company was the focus strategy.

Keywords

Five Forces Model, Generic Competitive Strategy, Multi-Criteria Decision Making, Analytical Hierarchy Process, WASPAS, EDAS

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