Öz
Kaynakça
- Aghdaie, M.H., Zolfani, S. H., & Zavadskas, E. K. 2013, “Market segment evaluation and selection based on application of fuzzy AHP and COPRAS-G methods”. Journal of Business Economics and Management, vol. 14, no. 1, pp. 213–233.
- Aghdaie, M.H. & Alimardani M. 2015, “Target Market Selection Based On Market Segment Evaluation: A Multiple Attribute Decision Making Approach”, International Journal of Operational Research,vol. 24, no. 3, pp. 262-278.
- Akyüz, G. 2012, “Bulanık VIKOR Yöntemi ile Tedarikçi Seçimi”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol. 26, no.1, pp.197-214.
- Albadvi, A., Sharifi, S.A., & Saremi, H.Q. 2007, “Application of PROMETHEE for Market Targeting: A Case Study on the TV Market in Iran”. Scientia Iranica, vol. 14, no. 3, pp. 221–229.
- Górecka D. & Szałucka, M. 2013, “Country Market Selection In International Expansion Using Multicriteria Decision Aiding Methods”. Multiple Criteria Decision Making,vol. 8, pp. 31-55.
- Hsieh, T.-Y., Lu, S.-T. & Tzeng, G.-H. 2004, “Fuzzy MCDM approach for planning and design tenders selection in public office buildings”, International Journal of Project Management, vol. 22, no.7, pp. 573–584.
- Mobin, M., Dehghanimohammadabadi, M., & Salmon, C. 2014, “Food product target market prioritization using MCDM approaches”. In Proceedings of the 2014 Industrial and Systems Engineering Research Conference, Montreal, Canada. Retrieved from http://www.xcdsystem.com/iie2014/abstract/finalpapers/I1216.pdf
- Moeinzadeh, P. & Hajfathaliha, A. 2009, “A combined fuzzy decision making approach to supply chain risk assessment”, World Academy of Science, Engineering and Technology, vol. 60, pp. 519-535.
- Nganna, P.S. & Maruyama, Y. 2015, “Market Attractiveness Evaluation of Sub-Saharan Africa, Applying Swot Analysis and Ahp Methods”. Journal of Economics and Economic Education Research, vol. 16, no. 1, pp. 1-18.
- Opricovic, S. & Tzeng, G. 2004, “Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS”. European Journal of Operational Research, vol. 156, no. 2, pp. 445-455.
- Priya, P & Venkatesh, A. 2012, “Integration of Analytic Hierarchy Process with Regression Analysis to Identify Attractive Locations for Market Expansion”. Multi Criteria Decision Analysis, vol. 19, no. 3-4, pp. 143–153.
- Toksarı, M. 2007, “Analitik Hiyerarsi Prosesi Yaklasımı Kullanılarak Mobilya Sektörü için Ege Bölgesi’nde Hedef Pazarın Belirlenmesi”. Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 14, no. 1, pp. 171–180.
- Toksarı, M., & Toksarı, M.D. 2011, “Bulanık Analitik Hiyerarşi Prosesi (AHP) yaklaşımı kullanılarak hedef pazarın belirlenmesi”. ODTÜ Gelişme Dergisi, vol. 38, pp. 51–70.
- Vahdani, B., Hadipour, H., Sadaghiani, J.S. & Amiri, M. 2010, “Extension of VIKOR method based on interval-valued fuzzy sets”, International Journal of Advanced Manufacturing Technology, vol. 47, no. 9-12, pp. 1231- 1239.
- Yavuz, V.A. 2016, “Coğrafi Pazar Seçiminde Promethee ve Entropi Yöntemlerine Dayalı Çok Kriterli Bir Analiz: Mobilya Sektöründe Bir Uygulama”. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 9, no. 2, pp. 163-177.
Öz
Purpose- Companies
have to open up to new markets in order to develop and increase their
competitiveness in the face of globalization and technological revolution.
Target market selection is an important issue that needs to be addressed with
priority in terms of efficient use of resources.
Methodology- The problem
of market selection is a multi-criteria decision-making problem due to its
nature which requires the evaluation of different and sometimes conflicting
criteria in the decision-making process. In real life problems decision makers’
choices and point of views can be vague which led to the development of fuzzy
methods. The Fuzzy VIKOR method considers the uncertainties in the
decisionmaking process, setting a compromise solution that provides the maximum
group benefit for the majority and minimum individual regret for the opponent.
Findings- In this
study, Fuzzy VIKOR method is used to select primary market selection with the
decision makers’ from 8 fresh fruitvegetable exporter companies and a
compromise solution is found.
Conclusion- In this
study, Fuzzy VIKOR method is used to determine the target market selection for
fresh fruit-vegetable companies. As a result of the evaluations made with the 8
exporting firms in the fresh fruit and vegetable sector, a compromise solution
has been proposed as to which of the 5 target markets - UK, Netherlands, Saudi
Arabia and Hong Kong - will be prioritized or the market will be selected in
terms of expanding the existing market share.
Anahtar Kelimeler
Fuzzy Vikor multicriteria decision making market selection target market analysis export
Kaynakça
- Aghdaie, M.H., Zolfani, S. H., & Zavadskas, E. K. 2013, “Market segment evaluation and selection based on application of fuzzy AHP and COPRAS-G methods”. Journal of Business Economics and Management, vol. 14, no. 1, pp. 213–233.
- Aghdaie, M.H. & Alimardani M. 2015, “Target Market Selection Based On Market Segment Evaluation: A Multiple Attribute Decision Making Approach”, International Journal of Operational Research,vol. 24, no. 3, pp. 262-278.
- Akyüz, G. 2012, “Bulanık VIKOR Yöntemi ile Tedarikçi Seçimi”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol. 26, no.1, pp.197-214.
- Albadvi, A., Sharifi, S.A., & Saremi, H.Q. 2007, “Application of PROMETHEE for Market Targeting: A Case Study on the TV Market in Iran”. Scientia Iranica, vol. 14, no. 3, pp. 221–229.
- Górecka D. & Szałucka, M. 2013, “Country Market Selection In International Expansion Using Multicriteria Decision Aiding Methods”. Multiple Criteria Decision Making,vol. 8, pp. 31-55.
- Hsieh, T.-Y., Lu, S.-T. & Tzeng, G.-H. 2004, “Fuzzy MCDM approach for planning and design tenders selection in public office buildings”, International Journal of Project Management, vol. 22, no.7, pp. 573–584.
- Mobin, M., Dehghanimohammadabadi, M., & Salmon, C. 2014, “Food product target market prioritization using MCDM approaches”. In Proceedings of the 2014 Industrial and Systems Engineering Research Conference, Montreal, Canada. Retrieved from http://www.xcdsystem.com/iie2014/abstract/finalpapers/I1216.pdf
- Moeinzadeh, P. & Hajfathaliha, A. 2009, “A combined fuzzy decision making approach to supply chain risk assessment”, World Academy of Science, Engineering and Technology, vol. 60, pp. 519-535.
- Nganna, P.S. & Maruyama, Y. 2015, “Market Attractiveness Evaluation of Sub-Saharan Africa, Applying Swot Analysis and Ahp Methods”. Journal of Economics and Economic Education Research, vol. 16, no. 1, pp. 1-18.
- Opricovic, S. & Tzeng, G. 2004, “Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS”. European Journal of Operational Research, vol. 156, no. 2, pp. 445-455.
- Priya, P & Venkatesh, A. 2012, “Integration of Analytic Hierarchy Process with Regression Analysis to Identify Attractive Locations for Market Expansion”. Multi Criteria Decision Analysis, vol. 19, no. 3-4, pp. 143–153.
- Toksarı, M. 2007, “Analitik Hiyerarsi Prosesi Yaklasımı Kullanılarak Mobilya Sektörü için Ege Bölgesi’nde Hedef Pazarın Belirlenmesi”. Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 14, no. 1, pp. 171–180.
- Toksarı, M., & Toksarı, M.D. 2011, “Bulanık Analitik Hiyerarşi Prosesi (AHP) yaklaşımı kullanılarak hedef pazarın belirlenmesi”. ODTÜ Gelişme Dergisi, vol. 38, pp. 51–70.
- Vahdani, B., Hadipour, H., Sadaghiani, J.S. & Amiri, M. 2010, “Extension of VIKOR method based on interval-valued fuzzy sets”, International Journal of Advanced Manufacturing Technology, vol. 47, no. 9-12, pp. 1231- 1239.
- Yavuz, V.A. 2016, “Coğrafi Pazar Seçiminde Promethee ve Entropi Yöntemlerine Dayalı Çok Kriterli Bir Analiz: Mobilya Sektöründe Bir Uygulama”. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 9, no. 2, pp. 163-177.
Ayrıntılar
| Bölüm | Articles |
|---|---|
| Yazarlar | |
| Yayımlanma Tarihi | 30 Aralık 2017 |
| Yayımlandığı Sayı | Yıl 2017 Cilt: 4 Sayı: 4 |
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