A MULTI-CRITERIA DECISION MODEL FOR TURKISH SOFT DRINK INDUSTRY

Summary: This research is based on quantifying consumer preference in soft drink industry for a cola brand by using an integrated multi-criteria decision aid approach. The analytic network process model is used to conduct a comprehensive evaluation of the problem on hand. In accordance with the sequence of decision making process, after structuring the problem and constructing the decision model, a quantitative analysis is conducted in order to assess the importance of the related factors and predict the market shares of the key players in the industry. Predicted values are compared with actual ones for validation of the whole process. The assessed importance of the factors, in a valid model, would be a potential competitive advantage for the key players in the industry.

[1]  Shinhong Kim,et al.  An integrated approach for interdependent information system project selection , 2001 .

[2]  Joseph Sarkis,et al.  Analyzing organizational project alternatives for agile manufacturing processes: An analytical network approach , 1999 .

[3]  Ching-Lai Hwang,et al.  Group decision making under multiple criteria , 1987 .

[4]  Y. Ilker Topcu,et al.  An Artificial Neural Network Approach to Multicriteria Model Selection , 2001 .

[5]  Joseph Sarkis,et al.  Hub location at Digital Equipment Corporation: A comprehensive analysis of qualitative and quantitative factors , 2002, Eur. J. Oper. Res..

[6]  Joeseph Sarkis,et al.  A methodological framework for evaluating environmentally conscious manufacturing programs , 1999 .

[7]  Sevin Sozer,et al.  Product planning in quality function deployment using a combined analytic network process and goal programming approach , 2003 .

[8]  Füsun Ülengin,et al.  Energy for the future: An integrated decision aid for the case of Turkey , 2004 .

[9]  Thomas L. Saaty,et al.  Decision making with dependence and feedback : the analytic network process : the organization and prioritization of complexity , 1996 .

[10]  F. Partovi.  An analytic model to quantify strategic service vision , 2001 .

[11]  Joseph Sarkis,et al.  Strategic analysis of logistics and supply chain management systems using the analytical network process , 1998 .

[12]  Fariborz Y. Partovi,et al.  Quality function deployment for the good of soccer , 2002, Eur. J. Oper. Res..

[13]  Ralph L. Keeney,et al.  Value-Focused Thinking: A Path to Creative Decisionmaking , 1992 .

[14]  Joseph Sarkis,et al.  A Synergistic Framework for Evaluating Business Process Improvements , 2002 .

[15]  Soung Hie Kim,et al.  Using analytic network process and goal programming for interdependent information system project selection , 2000, Comput. Oper. Res..

[16]  Thomas L. Saaty,et al.  Forecasting the resurgence of the US economy in 2001: an expert judgment approach , 2002 .

[17]  Joseph Sarkis,et al.  Evaluating environmentally conscious business practices , 1998, Eur. J. Oper. Res..

[18]  Joseph Sarkis.  A STRATEGIC DECISION FRAMEWORK FOR GREEN SUPPLY CHAIN MANAGEMENT , 2003 .

[19]  Lawrence L. Garber,et al.  Measuring consumer response to food products , 2003 .

[20]  B. Roy.  Decision-aid and decision-making , 1990 .

[21]  Ashish Agarwal,et al.  Analyzing alternatives for improvement in supply chain performance , 2002 .

[22]  Denis Bouyssou,et al.  Multicriteria decision‐aid, Vincke, Ph., Chichester: Wiley, 1992 , 1994 .