Research Article | OPEN ACCESS
Analyzing 'Etka Chain Stores' Strategies and Proposing Optimal Strategies; Using SWOT Model based on Fuzzy Logic
1Mohammad Aghaei, 2Amin Asadollahi, 3Elham Vahedi and 4Mahdi Pirooz
1Department of Business Management, Branch, Shahid Beheshti University (SBU), Tehran, Iran
2Department of Business Management, Science and Research Branch,
Islamic Azad University, Tehran, Iran
3Department of Executive Management, Alborz University, Iran
4Department of Industrial Management, Islamic Azad University, Qazvin, Iran
Research Journal of Applied Sciences, Engineering and Technology 2013 18:3389-3395
Received: January 19, 2013 | Accepted: March 02, 2013 | Published: October 10, 2013
Abstract
To maintain and achieve optimal growth, development and to be more competitive, organizations need a comprehensive and coherent plan compatible with their objectives and goals which is called strategic planning. This research aims to analyse strategically “Etka Chain Stores” and to propose optimal strategies by using SWOT model and based on fuzzy logic. The scope of this research is limited to “Etka Chain stores in Tehran”. As instrumentation, a questioner, consisting of 138 questions, was used. The data have been extracted from interviews to managers and the expert in Etka Chain stores and from studying the available reports in the organization. Validity and reliability of research have been measured. The research consists of two main and four subsidiary questions and lacks hypothesis and regarding type of the objective, this research is an applied one and regarding the data gathering, it is experimental-descriptive and a case study. Analysing the data consists of five steps. In the first step, all the documents, interviews to organization experts and “Etka Chain stores” reports were analysed by tests and a list of environmental opportunities and threats together with strengths and weaknesses was prepared. In the second step, all the above-mentioned factors were screened and opportunities, threats, strengths and weaknesses were identified. In the third stage, by using key factors and SWOT model, the most suitable strategies for the company have been proposed. In the fifth step, an operational program is proposed. The findings of the research indicate that to be more competitive in key axis which includes customers, supply chain, expanses control, competitive smartness, human resources and operational productivity, the company should adopt suitable strategies. In this regard, the suitable strategies were identified, codified and proposed. In this research, planning a strategic management model, analysing value chain for spotting values and removing wasting process has been proposed.
Keywords:
Fuzzy logic, hierarchical analysis, SWOT analysis,
Competing interests
The authors have no competing interests.
Open Access Policy
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Copyright
The authors have no competing interests.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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