scholarly journals Developing A Model with Dematel, Anp, Topsis Approaches for Marketing Strategy Selection in Batik Madura Industry

2019 ◽  
Vol 14 (1) ◽  
pp. 20
Author(s):  
Indra Cahyadi
Keyword(s):  
Decision Making ◽  
Marketing Strategy ◽  
Small And Medium Enterprises ◽  
Analytic Network Process ◽  
Strategy Formulation ◽  
Company Reputation ◽  
Network Process ◽  
Order Preference ◽  
Managerial Competency ◽  
Medium Enterprises

The selection of marketing strategy is very important for the sustainability of small and medium enterprises (SMEs). Choosing the best marketing strategy is a process involving problem of multiple decision-making criteria, which considers many attributes in various phases of a strategy formulation method. This paper proposes a model of selecting marketing strategy for Batik Madura SMEs. The model selected five criteria including customer networking, innovation capabilities, managerial competency, human capital, and company reputation based on literature reviews and focus group decision-making discussion. Analytic network process (ANP), decision-making trial and evaluation laboratory (DEMATEL) and technique for order preference by similarity to an ideal solution (TOPSIS) methods were applied to obtain an impact relation map from each criteria and to determine the priority of marketing strategy. The implementation of the model shows that Batik Madura SMEs should maintain their focus on segmentation marketing as the most  appropriate marketing strategy.

Adoption of Online Marketing for Service SMEs with Multi-Criteria Decision-Making Approach

2020 ◽  
pp. 356-374
Author(s):  
Lanndon Ocampo ◽  
Rosalin Merry Berdin Alarde ◽  
Dennis Anthony Kilongkilong ◽  
Antonio Esmero
Keyword(s):  
Decision Making ◽  
Small And Medium Enterprises ◽  
Analytic Network Process ◽  
Global Market ◽  
Service Industries ◽  
Online Marketing ◽  
Multi Criteria Decision Making ◽  
Network Process ◽  
Mcdm Method ◽  
Medium Enterprises

This chapter attempts to fill in the gap of evaluating the viability of adopting online marketing for small and medium enterprises (SMEs) in service industries. As SMEs are generally characterized by shortage of resources, the use of online marketing strategies is apparently difficult. However, the current landscape of competition among SMEs in a global market economy prompts the necessity of adopting online marketing. With these, the decision-making process of SMEs in this area becomes complex and the decisions must integrate complex and interrelating criteria and constructs in order to provide a more holistic solution. Thus, this work adopts a multi-criteria decision-making (MCDM) method particularly the analytic network process (ANP) in order to evaluate the practicability of using online marketing for service SMEs. It becomes highly relevant as it provides significant insights to decision-makers in SMEs regarding the use of online marketing strategy. The contribution of this chapter lies in the application of MCDM in evaluating viability of online marketing in service SMEs.

scholarly journals Penentuan Program Pengembangan IKM Dengan Pendekatan Multi Criteria Decision Making: Perspektif Faktor Internal

2018 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Johan K Runtuk
Keyword(s):  
Decision Making ◽  
Small And Medium Enterprises ◽  
Analytic Network Process ◽  
Multi Criteria Decision Making ◽  
Business Owner ◽  
Development Programs ◽  
Internal Factors ◽  
Network Process ◽  
Medium Enterprises ◽  
Managerial Quality

<p>Small and medium enterprises (SMEs) play a significant role for Indonesian economy. However, many SMEs have difficulty developing its business. The various SME development programs that are provided are generally less impactful, ineffective, and unsustainable. Therefore, a special study is needed to determine the development program for SMEs. This research integrates two methods in multi criteria decision making (MCDM), i.e. decision-making method of trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) method to determine which internal factors that are most important for SMEs development. Based on the data obtained from the experts and the results of the analysis, internal factor that has biggest weight for the development of SMEs are managerial quality, investment, business owner characteristics, and entrepreneurial orientation; consecutively. Moreover, technology awareness and the determination and achievement of targets (sub-factor of managerial quality), technological development (sub-factor of investment), and membership/involvement in business/association groups (sub-factor of business owner characteristics) are significant factor for SMEs development. SMEs development programs should focus on improving these factors so that Indonesian SMEs can experience sustainable growth.<br />Keywords: development programs, small and medium enterprises (SMEs), decision-making trial and evaluation laboratory (DEMATEL), analytic network process (ANP), internal factors.</p>

Adoption of Online Marketing for Service SMEs with Multi-Criteria Decision-Making Approach

2017 ◽  
pp. 226-243 ◽  
Author(s):  
Lanndon Ocampo ◽  
Rosalin Merry Berdin Alarde ◽  
Dennis Anthony Kilongkilong ◽  
Antonio Esmero
Keyword(s):  
Decision Making ◽  
Small And Medium Enterprises ◽  
Analytic Network Process ◽  
Global Market ◽  
Service Industries ◽  
Online Marketing ◽  
Multi Criteria Decision Making ◽  
Network Process ◽  
Mcdm Method ◽  
Medium Enterprises

This chapter attempts to fill in the gap of evaluating the viability of adopting online marketing for small and medium enterprises (SMEs) in service industries. As SMEs are generally characterized by shortage of resources, the use of online marketing strategies is apparently difficult. However, the current landscape of competition among SMEs in a global market economy prompts the necessity of adopting online marketing. With these, the decision-making process of SMEs in this area becomes complex and the decisions must integrate complex and interrelating criteria and constructs in order to provide a more holistic solution. Thus, this work adopts a multi-criteria decision-making (MCDM) method particularly the analytic network process (ANP) in order to evaluate the practicability of using online marketing for service SMEs. It becomes highly relevant as it provides significant insights to decision-makers in SMEs regarding the use of online marketing strategy. The contribution of this chapter lies in the application of MCDM in evaluating viability of online marketing in service SMEs.

scholarly journals A New Comprehensive Approach for Efficient Road Vehicle Procurement Using Hybrid DANP-TOPSIS Method

2020 ◽  
Vol 12 (10) ◽  
pp. 4044
Author(s):  
Marko Stokic ◽  
Davor Vujanovic ◽  
Dragan Sekulic
Keyword(s):  
Decision Making ◽  
Analytic Network Process ◽  
Technical Aspect ◽  
Selling Price ◽  
Topsis Method ◽  
Environmental Decision Making ◽  
Network Process ◽  
Order Preference ◽  
Vehicle Fleet ◽  
Selection Of

The efficient vehicle procurement is an important business segment of different companies with their own vehicle fleet. It has a significant influence on reducing transport and maintenance costs and on increasing the fleet’s energy efficiency. It is indispensable that managers consider various criteria from several aspects when procuring a vehicle. In that sense, we defined 13 relevant criteria and divided them into four multidisciplinary aspects: Construction-technical, financial, operational, and environmental. Decision-Making Trial and Evaluation Laboratory-Based Analytic Network Process (DANP) method was applied to evaluate the significance of defined criteria and aspects and their interdependency. It is established that the three most important criteria for vehicle procurement are vehicle price, vehicle maintenance, and vehicle selling price. The most important aspect is construction technical aspect, while the aspect of the environment is the least important. The Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method was used to rank eight different vehicles, which were considered by vehicle fleet manager at the observed company. This model assists fleet managers in the selection of the most suitable vehicle for procurement, while significantly reducing decision-making time and simultaneously observing all necessary criteria and their weights. Moreover, we have considered 10 different scenarios to establish whether and how the rank of the observed alternatives would change.

scholarly journals Competitiveness attributes of Small and Medium Enterprises (SMEs) in the global market (case study: garment SMEs in Tri Tunggal Village, Lamongan)

2018 ◽  
Vol 204 ◽  
pp. 01011
Author(s):  
Issa Dyah Utami ◽  
Trisita Novianti ◽  
Teuku Iqbal Dianta Romansa
Keyword(s):  
Marketing Strategy ◽  
Small And Medium Enterprises ◽  
National Level ◽  
Global Market ◽  
Role Of Government ◽  
Highest Weight ◽  
National Market ◽  
Network Process ◽  
The Government ◽  
Medium Enterprises

The center of small and medium enterprises (SMEs) of garment in Tritunggal Village, Lamongan produces t-shirts, jackets, sport costumes and school uniforms, and other garment products. The SMEs have a potential opportunity to develop their marketing strategy so that they can compete with similar industries and obtain profit from the national market. This study aims to identify main criteria of marketing strategy to compete with other garment industries at the national level. The criteria determine the improvement of competitiveness of the SMEs. A review of literature was conducted to identify the criteria. Then, three respondents from the SMEs and the government were asked to score the criteria based on their preferences, using a questionnaire. Purposive sampling was used to choose the respondets Responses were selected and weighted using Analytical Network Process (ANP) and Super decision software was used to obtain the highest weight of criteria. Outputs of the software show that the role of government in developing garment industry has the highest weight, which is 0.11665. The results of this study could help the SMEs and the government plan a strategy in improving the SMEs’ capability in entering the global market.

scholarly journals An Application of Multicriteria Decision-making for the Evaluation of Alternative Monorail Routes

Mathematics ◽  
2018 ◽  
Vol 7 (1) ◽  
pp. 16 ◽  
Author(s):  
Mustafa Hamurcu ◽  
Tamer Eren
Keyword(s):  
Decision Making ◽  
Transportation Planning ◽  
Selection Process ◽  
Urban Transportation ◽  
Multicriteria Decision Making ◽  
Analytic Network Process ◽  
Route Selection ◽  
Network Process ◽  
Order Preference ◽  
Selection For

Urban transportation planning is important for a metropolitan city. Route selection, which is among the decisions of urban transportation planning, is also important in terms of developing the urban transportation. This study contains the route selection for the planned monorail transport system that is a new system in Ankara. The most suitable monorail route was selected among the determined eight alternative monorail routes. In this decision process, we used the Analytic Network Process (ANP) and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method, which is one of the multi-criteria decision-making methods. Finally, we provided the most suitable ranking and planning with the selection process for the development of urban transportation.

Pengembangan UMKM Dupa Melalui Strategi Marketing Berbasis Kemitraan

PATRIA ◽  
2019 ◽  
Vol 1 (2) ◽  
pp. 125
Author(s):  
Endi Sarwoko ◽  
Iva Nurdiana Nurfarida ◽  
Ninik Indawati ◽  
Moh. Ahsan
Keyword(s):  
Marketing Strategy ◽  
Community Service ◽  
Small And Medium Enterprises ◽  
Product Diversification ◽  
Service Activities ◽  
Business Income ◽  
Product Marketing ◽  
Medium Enterprises ◽  
Marketing Cooperation

Abstrak — Kegiatan pengabdian pada masyarakat dilaksanakan di Desa Petungsewu Kecamatan Wagir Kabupaten Malang sebagai Desa Mitra, dengan fokus pada pemberdayaan usaha mikro kecil dan menengah (UMKM) dupa. Masalah yang dihadapi pengrajin dupa di desa Mitra adalah masih menghasilkan dupa mentah, kesulitan pemasaran sehingga pendapatan usaha masih rendah. Tujuan program adalah untuk meningkatkan pendapatan masyarakat pengrajin dupa melalui diversifikasi produk yaitu menghasilkan produk dupa wangi kemasan, dan penerapan strategi pemasaran produk dengan pola kemitraan. Metode yang diterapkan adalah pelatihan dan pendampingan produksi dupa wangi kemasan, penciptaan merek dagang, dan merintis kemitraan dengan pelaku usaha dupa yang sudah berhasil. Pelatihan dan pendampingan dilaksanakan sebagai bagian dari pengembangan hasil produksi atau diversifikasi produk, sehingga tidak hanya memproduksi dupa setengah jadi, tetapi mampu menghasilkan produk jadi dikemas dan siap dijual. Pola kemitraan yang dilakukan dengan cara perdagangan umum dalam bentuk kerjasama pemasaran, produk dari pengrajin dupa dari desa mitra disetorkan kepada pelaku usaha mitra untuk dijual. Hasil kegiatan pengrajin dupa sudah mampu menghasilkan dupa wangi kemasan dengan merk Gunung Katu sebagai produk unggulan, produk dupa wangi Gunung Katu mulai dikenal pasar, dan memperoleh nilai tambah usaha berupa peningkatan pendapatan.Abstract — Community service activities are carried out in Petungsewu Village, Wagir District, Malang Regency as Mitra Village, with a focus on empowering incense micro, small and medium enterprises (MSMEs). The problem faced by incense craftsmen in Mitra village is that it still produces raw incense, marketing difficulties so that business income is still low. The aim of the program is to increase the income of the community of incense craftsmen through product diversification, namely producing fragrant incense packaging products, and implementing a product marketing strategy with a partnership pattern. The method applied is training and mentoring the production of fragrant incense packaging, creating trademarks, and initiating partnerships with successful incense businesses. Training and assistance are carried out as part of the development of production or product diversification, so that not only producing semi-finished incense, but able to produce finished products that are packaged and ready for sale. The partnership pattern is carried out by means of general trading in the form of marketing cooperation, products from incense craftsmen from partner villages are deposited to partner business actors for sale. The results of the incense craftsman activity has been able to produce incense fragrance packaging with the Gunung Katu brand as a superior product, Gunung

A Study on the Analytics Tool Used in Decision Making at Small and Medium Enterprise

2015 ◽  
Vol 3 (1) ◽  
Author(s):  
Vivek N. Bhatt
Keyword(s):  
Decision Making ◽  
Business Intelligence ◽  
Small And Medium Enterprises ◽  
Small Scale ◽  
Know How ◽  
Decision Making Styles ◽  
Routine Basis ◽  
Medium Enterprise ◽  
Decision Making Processes ◽  
Medium Enterprises

The article focuses on the study of prevailing decision making styles of Small Scale Industrial (SSI) Units. It presents data collected from 200 SSI units from Bhavnagar – a coastal city of Gujarat, India. The objective of writing the article is to depict heuristic decision patterns of small and medium enterprises, and the rare use of analytical or statistical business intelligence tools in decision making processes. It would be interesting to study the design of decision taken on routine basis in small units, poorly equipped with technology and technical know-how. The paper is descriptive in terms, and lays a lucid picture of present decision making processes.

scholarly journals Measuring the Environmental Maturity of the Supply Chain Finance: A Big Data-Based Multi-Criteria Perspective

Logistics ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 22
Author(s):  
Hisham Alidrisi
Keyword(s):  
Big Data ◽  
Supply Chain ◽  
Multicriteria Decision Making ◽  
Analytic Network Process ◽  
Assessment Model ◽  
Self Assessment ◽  
Interpretive Structural Modeling ◽  
Supply Chain Finance ◽  
Network Process ◽  
Order Preference

This paper presents a strategic roadmap to handle the issue of resource allocation among the green supply chain management (GSCM) practices. This complex issue for supply chain stakeholders highlights the need for the application of supply chain finance (SCF). This paper proposes the five Vs of big data (value, volume, velocity, variety, and veracity) as a platform for determining the role of GSCM practices in improving SCF implementation. The fuzzy analytic network process (ANP) was employed to prioritize the five Vs by their roles in SCF. The fuzzy technique for order preference by similarity to ideal solution (TOPSIS) was then applied to evaluate GSCM practices on the basis of the five Vs. In addition, interpretive structural modeling (ISM) was used to visualize the optimum implementation of the GSCM practices. The outcome is a hybrid self-assessment model that measures the environmental maturity of SCF by the coherent application of three multicriteria decision-making techniques. The development of the Basic Readiness Index (BRI), Relative Readiness Index (RRI), and Strategic Matrix Tool (SMT) creates the potential for further improvements through the integration of the RRI scores and ISM results. This hybrid model presents a practical tool for decision-makers.

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