A fuzzy model to determine construction firm strategies

The construction industry has a complex and dynamic environment. It consists different professions and is intertwined with other industries. This results in construction firms as very sensitive to both internal and external factors. Correct strategies should be chosen and used effectively to reduce the impact of these factors or benefit from them. In this paper, a methodology for determining proper strategies was introduced. For this purpose in the first part of the study, 50 large-scaled construction firms in Turkey were examined by a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis. In addition, each firm’s primary goal was also identified. The results obtained in the first part were used to develop a fuzzy model for determining main objectives of construction firms. The validity of the model was confirmed by testing real data of the surveyed firms. Finally, relevant strategies in accordance with the firms’ main goal were introduced. The results of the questionnaire revealed that there is high correlation between the firms’ current positions in the market and their main goals. In addition, construction firms can also be classified according to Miles and Snows’ strategy typology.

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