INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)

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1 INTERNATIONAL JOURNAL OF ANAGEENT IJ Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst ISSN Prit ISSN Oie Voe 3, Isse, ay- Agst, pp IAEE:.iaee.co/.ht Jora Ipact Factor :.53 Cacated by GISI.jifactor.co IJ I A E E A HYBRID BUSINESS STRATEGY SELECTION PROCESS FOR A TETILE COPANY USING SOT AND FUZZY ANP A CASE STUDY.L. Jeyaraj *,a, C. raidhara b, T. Sethivea c ad S.G. Deshkh d a Departet of afactrig Egieerig, Aaaai Uiversity,Chidabara 68, TaiNad, Idia. Eai: kjeyaraj@gai.co b Departet of afactrig Egieerig, Aaaai Uiversity,Chidabara 68, TaiNad, Idia. c Departet of echaica Egieerig, Podicherry Egieerig Coege,Podicherry 654, Idia. d Departet of echaica Egieerig, Idia Istitte of Techoogy Dehi, Ne Dehi 6, Idia. Abstract ay copaies are codctig a SOT aaysis as part of their strategic paig. This is the process to idetify the stregths S, eakesses, opportities O ad threats T before proceedig to the foratio of their og ad short ter strategy. This ork iitiates ith the foratio of SOT atri, hich cotais the SOT factors, sb-factor ad strategies. To esre the sccessf ipeetatio of the best strategy, here raises a critica isse of ho firs ca better evaate ad seect a best strategy before ipeetatio. A fraeork is proposed to address the ier depedece reatios of SOT factors ad sbfactors ith the aid of aaytica etork process ANP. The rests obtaied throgh the proposed approach are ore objective ad biased de to to reasos. Firsty, the rests are geerated by decisio akers i the presece of tipe criteria. Secody, the fzzy igistic approach epoyed has ore advatage to redce distortio ad osig of iforatio. A epirica stdy is preseted to istrate the appicatio of the proposed approach. The ANP agorith sggests to ipeet ad optiize a iovative process Coor Fast Fiish CFF to redce ater, poer, fe ad effet oad ST. Fiay this artice cocdes ith the force fied aaysis hich i provide the gideies for the ipeetatio of seected strategy. ey ords: SOT aaysis, strategic paig, Fzzy ANP, Force fied aaysis.. A Overvie of Idia Tetie Idstry The tetie idstry i Idia pays a pivota roe throgh its cotribtio to idstria otpt, epoyet geeratio, ad the eport earigs of the cotry. It cotribtes abot 4 per cet to idstria prodctio, 4 percet to the GDP, ad 6.63 percet to the cotry's eport earigs. It od provide direct epoyet to over 35 iio peope by to Tei, 5. Ths, the groth ad a rod deveopet of this idstry has a direct

2 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst bearig o the iproveet of the ecooy of the atio. I Idia s crret sceario, tetie idstry is facig ore chaeges cotto ad yar price fctatio, effet treatet ad discharge, cstoer epectatio o high qaity ad disposa of soid aste fro a the areas of bsiess. For facig these chaeges, orgaizatio has to pa their effective og ad short rage strategy. Before startig the strategic paig, the orgaizatio has to idetify their itera capabiities ad their copetitive eviroet. SOT aaysis is oe of the sef evaatig toos to easre the copay itera capabiities ad etera copetitive eviroet. This artice cocetrates the tetie processig it s bsiess strategy seectio of a eadig tetie copay i soth Idia. This copay is havig its etire vae chai of tetie process. Or research iterest is the processig it dyeig ad fiishig of that copay.. Itrodctio to SOT Aaysis ay copaies are codctig a SOT aaysis as part of the strategic paig process to idetify stregths, eakesses, opportities ad threats before proceedig to the foratio of a strategy Hobe et a., 999. SOT aaysis, eaig the aaysis of key or critica sccess factors, beogs to the highest raked set of techiqes of strategic aaysis sed by firs i epirica srveys Gaister ad Fasha, 999. ost of iteratres are coverig the strategic paig process; ost approaches icde a cycic iteratio of the fooig five eeets. Strategic paig process begis ith a stateet of the corporate issio ad goas. Aaysis of the orgaizatio s etera copetitive eviroet. 3 Aaysis of the orgaizatio s itera operatig eviroet. 4 Seectio of focsed orgaizatio strategies. 5 Ipeetatio of the seected strategies. The ast step aso ivoves the desig of the orgaizatioa strctre ad cotro systes ecessary to ipeet the chose strategy Ha ad ajf, 99. The focs of this artice ies po step 4, seectio of the strategy hich is best aog the aterative strategies. eihrich, 98, 999 odified SOT or TOS ito the forat of a atri, atchig the itera factors i.e., the stregths ad eakesses of a orgaizatio ith its etera factors i.e., opportities ad threats to systeaticay geerate resposes that oght to be dertake by the orgaizatio. I ay cases there is depedecies fod aog the etera ad itera factor effects. This depedecy eeds to be take ito accot drig the strategic paig Ykse ad Dagdevire, 7. If it sed propery, SOT ca provide a good basis for strategy foratio ajas et a., 4. Hoever, SOT aaysis is havig deficiecies i the easreet ad evaatio steps Hi ad estbrook, 994, Christiaso,. I covetioa SOT aaysis, the agitde of the factors is ot qatified to deterie the effect of each factor o the proposed pa or strategy. I other ords, SOT aaysis does ot provide a aaytica eas to deterie the reative iportace of the factors, or the abiity to assess the appropriateess of decisio ateratives based o these factors ajas et a., 4. For this reaso, SOT aaysis aoe caot coprehesivey appraise the strategic decisio-akig process Hi ad estbrook, Itrodctio to Aaytica Netork Process ANP Strctrig of a decisio probe ith fctioa depedecies that aos for feedback aog csters is cosidered to be a etork syste. Saaty sggested the se of AHP to sove the probe of idepedece aog ateratives or criteria, ad the se of ANP to sove the probe of depedece aog ateratives or criteria Saaty, 978. The ANP, aso itrodced by Saaty, is a geeraizatio of the AHP Chag ad Hag, 6. hie the

3 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst AHP represets a fraeork ith a -directioa hierarchica reatioship, the ANP aos for cope iterreatioships aog decisio eves ad attribtes. The ANP feedback approach repaces hierarchies ith etorks i hich the reatioships betee eves are ot easiy represeted as higher or oer, doiat or sbordiate, direct or idirect. ANP ca be described i the fooig steps Chg et a., 5: Step. ode costrctio ad probe strctrig, Step. Pair-ise copariso atrices ad priority vectors, Step 3. Speratri foratio ad Step 4. Seectio of the best ateratives. A syste ith feedback ier or oter depedece ca be represeted by a etork... Fzzy Set theory for ANP Fzzy set theory ca epress ad hade vage or iprecise jdgets atheaticay. I fzzy ogic, each ber betee ad idicates a partia trth, hereas crisp sets correspod to biary ogic[, ]. Hece, fzzy ogic ca epress ad hade vage or iprecise jdgets atheaticay A-Najjar ad Asyof, 3. I particar, to tacke the abigities ivoved i the process of igistic estiatio, it is a beeficia ay to covert these igistic ters ito fzzy bers. This stdy bids o soe iportat defiitios ad otatios of fzzy set theory ad this has bee give i Appedi. I order to perfor a pair ise copariso aog the paraeters, a igistic scae has bee deveoped. The scae is depicted i Figre ad the correspodig epaatios are provided i Tabe. µ N α Figre. Triagar fzzy ebership fctio ad fzzy ber N Tabe. Ligistic variabes ad fzzy bers for the iportace eight Ligistic Fzzy The iverse of Epaatio scae bers fzzy bers Eqa To activities cotribte eqay to the Iportace objective,,,, oderate Eperiece ad jdget sighty favor oe Iportace activity over aother,3,5 /5,/3, Strog Eperiece ad jdget strogy favor oe Iportace activity over aother 3,5,7 /7,/5,/3 Very strog A activity is favored very strogy over Iportace aother; its doiace deostrated i practice 5,7,9 /9,/7,/9 Deostrated The evidece favorig oe activity over aother Iportace is highest possibe order of affiratio 7,9, /,/9,/7

4 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst The ai objectives of this paper are to: For the SOT atri of a tetie copay. Bid the hierarchy ad etork ode of the SOT atri. Create copete ier depedece reatioship of etork ode. Icorporate fzziess i pairise copariso atri to eiiate the data vageess ad Create sper atri. Fid the best strategy for the tetie copay. Force fied aaysis of the seected strategy. This paper is orgaized as foos: The iteratre revie is preseted fooed by the ethodoogy sed for the stdy ith a case of a tetie copay is give. A step by step approach to seect the best strategy is give based o fzzy ANP. Fiay this artice cocdes ith the force fied aaysis hich i provide the gideie to the ipeetatio of seected strategy.. Literatre revie The fooig are the revie of iteratres o SOT aaysis i the area of tetie sector. Sadeep ad Gosai, 7, have appied SOT aaysis i Idia hadade carpets idstry ad ade a SOT atri. The SOT aaysis cofired that egagig hadade carpet ork prodces gaif epoyet restig socio-ecooic groth. Raesh 6 appied SOT aaysis of garet idstry ad aayzed the barriers i the garet eporters i district Sae, Idia. I his artice, SOT aaysis is sed to deterie the tetie copay s og ad short rage strategic paig. Dadashia et a., 7 have appied AHP for deveopig the baaced scorecard o a aiaceakig of eight tetie copaies. The ork has bee codcted as a qaitative case stdy at the tetie firs i Isfaha. Bt the seected factors for stdy are assed to have o ier depedece betee the. Hssai et a., 9 have ade a stdy to idetify itera ad etera factors reevat to tetie ad cothig sppy chai i Pakista sig SOT-AHP / ANP aaysis. The idetified factors payed a iportat roe i the deveopet of strategies hich are sef for iprovig the copetitiveess of the chai. AHP ad ANP ere sed to fid the potetia strategy. Bt i their paper the athors deat oy the st eve of ier depedece of the SOT ai factors. The sb factors ier depedece is ot accoted. Hssai et a., have focsed to eaie the potetia of differet strategies forated by eperts o Pakista s tetie ad cothig sppy chai case. The itesio as to forate a decisio strctre based o etera vie of the chai ad ith ore geeraized criteria based o SOT AHP / ANP. The ier depedece betee the sbfactors is ot cosidered eve i their stdy. Hssai et a., have ade a ftre opportity based paig aaysis for Pakista s tetie ad cothig sppy chai case. They have fored a ethodoogy for deveopig a paig ik betee chai etities ad opportities based o SOT ANP, assig sb-factors as idepedet. Rezaie et a., have ade a ove systeatic ethod to obtai the ost proper orgaizatioa safety strategies i a tetie copay i Ira by tiizig SOT cocepts. Ykse ad Dagdevire, 7 have appied the strategic decisio akig SOT ANP aaysis for a tetie copay. Their paper deostrated the process for qatitative SOT aaysis he there is depedece aog strategic factors. I this stdy a copete ier depedecy aaysis ith ANP is sggested ith a tetie copay case. SOT ai factor ad SOT sb factors ier depedece is easred ad icorporated for strategy seectio. A e approach of etork iterdepedece ad sper atri is costrcted. ore over, the iteratres sho that researchers have ot cosidered the vageess i the decisio aker s ipreciseess i SOT AHP / ANP pair ise copariso atri. To eiiate the data vageess i this stdy, fzzy set theory is sed as a iproveet process fro the eistig stdy. 3. ethodoogy The proposed ethodoogy is give as a fo chat Figre, hich starts fro SOT atri. For seectio of the best strategy fro the SOT atri, the proposed Fzzy ANP agorith is as foos:

5 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Step : Idetify SOT sb-factors, deterie the aterative strategies accordig to SOT sbfactors ad for the SOT atri. Tabe shos the tetie copay s key itera ad etera strategy for bsiess iproveet. Itera stregth ad eakess variabes, etera opportity ad threat variabes are aso give i Tabe to pa the strategies. This atri is deveoped based o the qatitative aaysis of each SOT factors ad sb-factors. The thirty three SOT sb-factors are idetified based o the prior eperiece of the researcher, fro iteratre ad aso ith the hep of braistorig ethod. The sae is ade as ratig type qestioaire. A the thirty three qestioaires are evaated i qaitative atre. The qestioaires are srveyed by itervie Edard, ad Gorsch, 983 throgh a the 5 o staff ebers i top aageet, aageria eve ad spervisory eve of the copay Jeyaraj et a.,. The rests of the atchig are isted i the for separate qadrats i.e. ai ai SO; ii ai O; ai ii ST ad ii ii T strategies. Foratio of SOT atri For atchig etera ad itera SOT factors for strategy bidig Fzzy ANP activity Etire ANP activity Probe strctre ad costrctio of hierarchy ode Costrctio of etork ode ad ier depedece ode Pair ise copariso atrices Foratio of speratri Seectio of best strategy To cassify SOT factors, sb factors ad aterate strategies ith a ikage To stdy the ier depedece betee the SOT factors ad sb factors To fid the iportace eight of factors, sb factors ad ateratives. Aso to fid the ier depedece eight A atri forat to icorporate ier depedece to the factor eights Seectio of best strategy based o ANP eight-age Force fied aaysis Figre. Fo chart for the ethodoogy sed To aayze the positive egative eviroet to ipeetatio of the seected strategy

6 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Tabe. SOT atri of the tetie copay Itera Stregth SOT Itera eakess. C6 S Ra ateria sppy. C Operatives fatige. C4 S Lo abor cost. C5 Frageted copay 3. C S ass prodctio setp 3. C Tetie egieerig Skis 4. C S Cost coscios bsiess 4. C3 Effet treatet capacities 5. C5 S Capita ivestet avaiabiity 5. C4 Avaiabiity of ater 6. C3 S Strog R & D for dyeig ad fiishig 6. C ork eviroet Etera Opportity ai - ai SO strategy ii - ai O strategy. C8 O arket orders Eports / Locas. C9 O arie discharge faciity 3. C O Techica tetie 4. C O Ne deveopets i dyes, pigets ad cheicas SO Prodctio ad ETP ie baacig, ca be achieved by chagig prodct i ad prodctio pa SO Deveopet of o retai arket across the soth Idia SO 3 Prodctio ad ETP ie baacig O Ipeetatio of OHASAS ad ES Etera Threat ai - ii ST strategy ii - ii T strategy. C3 T High ater cosptio / effet geeratio. C6 T Prodct ead tie 3. C3 T Disposa of soid aste geerated fro effet 4. C9 T Avaiabiity of eectrica poer 5. C5 T Avaiabiity fe for stea geeratio 6. C4T Ecoogica prodct reqireet 7. C8T Socia aareess 8. C7T arket copetitio ST Ipeet ad optiize a iovative process Coor Fast Fiish - CFF to redce ater, poer, fe ad effet oad ST Capacity iproveet of poer geeratio by o geeratio or fro 3rd party or fro id is ST 3 Capacity iproveet of stea geeratio by ista e boier its ST 4 Prodctio, ead tie ad qaity iproveet throgh TP ad TQ ST 5 Ipeetatio of SA 8 T Tie ad otio stdy ad ipeetatio T Ergooics stdy ad ipeetatio T 3 Traiig ad ski deveopet capaig i prodctio ad services for prodctio T 4 Re ocate ad itegratio of the vae chai of the copay by cosiderig the cost beefit Step : Specify the probe strctre of the SOT atri ad the hierarchica represetatio of the SOT atri. The probe is trasfored ito a hierarchica strctre, as sggested by Saaty ad ariya, 8, for decisio akig. The proposed hierarchica ode strctre is costrcted sig the eb-hipre softare ad it is preseted here i Figre 3. The overa probe cosists of the goa, Deteriig Best Strategy hich is based o for factors: stregths, eakesses, opportities ad threats Ykse ad Dagdevire, 7. These factors are frther added ith sb factors of reevat iportace to the chai ad icded si stregths, si eakesses, for opportities ad eight threats. Likig the goa ith the factors ad sb-factors, thirtee strategies are sggested hich ay have potetia cotribtios i a tetie copay strategic paig.

7 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Step 3: Costrct the etork of the SOT ode ad ier depedece aog the SOT factors ad SOT sb-factors. The hierarchy ad etork ode proposed i this stdy for SOT aaysis is coposed of for eves, as sho i Figre 4. Figre 3. Hierarchica ode for deteriig the best strategy of a tetie copay Goa Best Strategy Goa Best Strategy Ier depedece Criteria S O T factors Eeet Cster Criteria S O T factors Sb Criteria 3 S O T sb-factors Sb Criteria 3 S O T sb-factors 4 Ier depedece Aterative 43 Aterate Strategy Aterative 5 Aterate Strategy a The hierarchy of SOT ode b The etork of SOT ode Figre 4. Hierarchy ad etork represetatio of SOT ode

8 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst The goa best strategy is idicated i the first eve, the criteria SOT factors ad sbcriteria SOT sb-factors are fod i the secod ad third eves respectivey, ad the ast eve is coposed of the ateratives aterative strategies. The speratri of a SOT hierarchy ith for eves is as foos: Goa SOT facto rs SOT sb factors Aterativ es here is a vector hich represets the ipact of the goa o the criteria, 3 is a atri that represets the ipact of the criteria o each of the sb-criteria, 43 is a atri that represets the ipact of the sb-criteria o each of the ateratives, ad I is a idetity atri. A hierarchica represetatio of the SOT ode is give i Figre 4a ad its geera etork represetatio is preseted i Figre 4b. The etork ode Figre 4b istrates the case of a hierarchy ith ier depedece ithi csters bt ithot feedback. SOT factors, sb-factors ad strategies are sed i pace of criteria, sb-criteria ad ateratives respectivey i Figre 4b. The SOT factors ad sb-factors have ier depedecies ith i their csters. A etork ca be orgaized to icde sorce csters, iterediate csters ad sik csters. Reatioships i a etork are represeted by arcs, here the directios of arcs sigify directioa depedece Chg et a., 5. Iterdepedecy betee to csters, tered oter depedece, is represeted by a to-ay arro. Ier depedecies aog the eeets of a cster are represeted by ooped arcs Chg et a., 5. The etters i brackets i Figre 4b represets the reatioship that i be sigified by sb-atrices for speratri evaatio. Based o the scheatic represetatio of Figre 4b, the geera sb-atri otatio for the SOT ode sed i this stdy is as foos: Goa SOT facto SOT sb Aterativ es rs factors here, is a vector that represets the ipact of the goa, aey, seectig the best strategy accordig to SOT factors. The is a atri that represets the ier depedece of the SOT factors. The 3 is a vector that deotes the ipact of the SOT factor o each of the SOT sb-factors. The 4 is a atri that represets the ier depedece of the SOT sb-factors ad 5 is a atri that deotes the ipact of the SOT sb-factors o each of the aterative strategies. Usig atri operatios is preferred i order to sho the detais of the cacatios i this agorith. Step 4: Asse that there is o depedece aog the SOT factors; deterie the iportace degrees of the SOT factors ith a 5 poit igistic scae i.e. cacate. Epert tea of si key staff ebers of the copay ith athor costrcted the ier depedece odes for factors ad sb-factors. The epert tea has seected the pairise iportace, ier depedece throgh fzzy igistic scae. Saaty ad ariya 8 have ephasized aitaiig the cosistecy ratio beo. he costrctig the copariso atrices of orders arger tha 5 5. I this stdy for a copariso atrices, the cosistecy ratio is cacated based o fzzy preferece ratio ethod odarres et a.,.the pairise copariso atri for the SOT factors ith respect to the best strategy goa is costrcted first Tabe I I 3

9 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Tabe 3. Pairise copariso of SOT factors for the seectio of best strategy Iportace eight of Best Strategy Stregth eakess Opportity Threat SOT factors Stregth,, 3,5,7,3,5,,.343 eakess /7,/5,/3,,,, /9,/7,/5.8 Opportity /5,/3,,,,, /7,/5,/3.94 Threat,, 5,7,9 3,5,7,,.48 CR.7 The iportace eight of SOT factors is cacated by the eqatio 5 to Appedi. The atri is the iportace eight of the SOT factors fro Tabe 3. Step 5: Deterie ith a 5 poit igistic scae, the ier depedece atri of each SOT factor ith respect to the other factors by sig the scheatic represetatio Figre 5a of ier depedece aog the SOT factors i.e. cacate. To cacate the ier depedece i SOT factors, the ier depedece ode preseted i Figre 5a is fooed. The ier depedece copariso atrices of SOT factors are preseted i Tabes 4 throgh Tabe 6. The reative iportace eight of SOT factor s ier depedece atri is cacated by the eqatio 5 to Appedi. As SOT factor opportity is affected oy by the stregth, so o pairise copariso atri is fored ith respect to opportity. The copariso atri of ier depedeces of SOT factors is costrcted as foos. Iitiay 4 4 idetity atri is ade. The for ros ad cos are stregth, eakess, opportity ad threat. The first co stregth is fied ith reative iportace eight fro Tabe 4. The secod co eakess is fied ith the reative iportace eight fro Tabe 5. The third co opportity is fied ith zero ecept stregth ro, sice it is depedet oy ith stregth hich is fied by vae oe Figre 5a. The forth co is fied ith reative iportace eight fro Tabe 6. Tabe 4. Ier depedece of SOT factors ith respect to stregth Stregth eakess Opportity Threat Reative iportace eight of SOT factors eakess,,,, /9,/7,/5.4 Opportity,,,, /7,/5,/3.9 Threat 5,7,9 3,5,7,,.748 CR.5 Tabe 5. Ier depedece of SOT factors ith respect to eakess eakess Stregth Threat Reative iportace eight of SOT factors Stregth,, /5,/3,.74 Threat,3,5,,.76 CR Not appicabe Tabe 6. Ier depedece of SOT factors ith respect to threat Threat Stregth Threat Reative iportace eight of SOT factors Stregth,, /5,/3,.7 Threat,3,5,,.89 CR Not appicabe The reaiig fied refereces of atri are fied ith zero. The atri is preseted as foos:

10 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Step 6: Deterie the ier depedece priorities of the SOT factors i.e. cacate factors. The st eve SOT factors are oca priority eights. These are the rests of the oraized eigevectors ith cosiderig the ier depedece. It ca be epaied as a reative grade of the SOT factor grop. If it is high for a factor, that i be high priority factor at oca eve. The atri factors of ier depedece priority of SOT factors is cacated by tipyig ith ad oraized vaes of these eights are preseted as foos: factors ; factor Noraize d Step 7: Asse that there is o ier depedece aog the SOT sb-factors; deterie the iportace degrees of the SOT sb-factors ith a 5 poit igistic scae give i Tabe i.e. cacate 3. The pairise copariso atrices of SOT sb-factors for oca priority are costrcted. SOT stregth category sb-factors pairise copariso atri is give i Tabe 7. Tabe 7. Pairise copariso of stregth - SOT sb-factors for the oca priority CR.87 Stregth C S C S C3 S C4 S C5 S C6 S Loca eight C S,,,, 3,5,7,,,3,5 /5,/3,.66 C S,,,,,3,5 /5,/3,,, /7,/5,/3.98 C3 S /7,/5,/3 /5,/3,,, /9,/7,/5,, /,/9,/7.44 C4 S,,,3,5 5,7,9,, 3,5,7,,.6 C5 S /5,/3,,,,, /7,/5,/3,, /9,/7,/5.56 C6 S,3,5 3,5,7 7,9,,, 5,7,9,,.376 The oca eight of the SOT sb-factors is cacated by the eqatios 5 to Appedi. Siiar to the Tabe 7, other three sb-factor s category eakess, opportity ad threat pairise copariso atrices for oca priority are costrcted ad oca eights have bee cacated. The atri 3 is the oca eight of pairise copariso of stregth category SOT sb-factors fro Tabe 7. Step 8: Deterie ith a 5 poit igistic scae, the ier depedece atri of each SOT sb-factor ith respect to the other sb-factors by sig the scheatic represetatio Figre 5b, 5c, 5d ad 5e of ier depedece aog the SOT sb-factors i.e. cacate 4. Siiar to the SOT factors ier depedece atrices Tabe 5 to Tabe 7, SOT sbfactors stregth, eakess, opportity ad threat ier depedece atrices are fored ad eights have bee cacated. The copariso atri 4 of ier depedeces of stregth category SOT sb-factors is costrcted as foos. Iitiay 6 6 idetity atri is ade. The si ros ad cos are C S to C6 S. Each co of the atri 4 is fied ith the reative iportace of SOT sb-factors oca eight siiar to atri. The atri 4 is preseted as foos:

11 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Siiar to the stregth category ier depedece copariso atri, other categories eakess, opportity ad threat ier depedece copariso atrices are fored. Step 9: Deterie the ier depedece priorities of the SOT sb-factors i.e. cacate sb-factors Loca 4 3. The d eve SOT sb-factors Loca are aso oca priority eights. These are the rests of the oraized eigevectors ith cosiderig the ier depedece. It ca be epaied as a reative grade of the SOT sb-factor grop Eape stregth category. S C 4S C S C C O T C 5S C S C 6S C 3S C C 5 C 4 C 3 a Ier depedece aog SOT factors b Ier depedece aog SOT sb-factors stregth c Ier depedece aog SOT sb-factors eakess C 8O C 3T C 4T C 9T C O C O C 6T C 3 7T C 9O C 3T C 8T C 4 5T d Ier depedece aog SOT sb-factors opportity e Ier depedece aog SOT sb-factors threat Figre 5. Ier depedece represetatio of SOT ode If it is high for a sb-factor, that i be high priority sb-factor at the oca eve. Ier depedece priority of stregth category sb-factors sb-factors are cacated by tipyig 3 ith 4 ad oraized vaes of these eights are preseted as foos:

12 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst sb-factor s Loca Stregth Siiar to ier depedece priority of stregth category sb-factors, other categories eakess, opportity ad threat ier depedece priority sb-factors are cacated. The oraized eight of those sb-factors ier depedece priority is give as foos: sb factor Stregth Noraize Loca d ; ; ; sb factor Loca sb factor Loca sb factor Loca eakess Opportit y Threat Noraize d Noraize d Noraize d Step : Deterie the goba priority of the SOT sb-factors i.e. cacate sb-factors Goba factors sb-factors Loca. The st eve ad d eve SOT sb-factors Goba are cobied oca priority the cobiatio of to oca priority is caed goba priority of etire criteria. The eigevectors are the oraized ith cosiderig the ier depedece. It ca be epressed as a reative grade of the copete SOT criteria factor ad sb-factor. If it is high, it i have high priority factor i the goba eve. Loca priorities of sb-factors are coverted ito goba priorities by tipyig these factors ith sb-factors Loca. Goba priorities of sb-factors sb-factor Goba are preseted i Tabe 8. Tabe 8. Coversio of oca priority of sb-factors ito goba priority SOT factors Stregth.7 eakess.6 Opportity.69 Threat.398 Ier depedece priority of factors factor SOT sb-factors Ier depedece oca priority of sb-factors sb-factor Loca C S.9.5 C S.99.8 C3 S.5.4 C4 S.4.39 C5 S.37. C6 S C..3 C.4.63 C..56 C3.6.6 C4.4. C C8 O C9 O.7.9 C O.6.7 C O.85. C4 T.6.64 C5 T.5. C6 T C7 T C8 T C9 T.7.9 Goba priority of sb-factors sb-factor Goba

13 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst C3 T.8.7 C3 T.5.4 Step : Deterie the priority of the aterative strategies ith respect to each SOT sbfactor ith a 5 poit igistic scae i.e. cacate 5. The copariso atri for the aterative strategies ith respect to SOT sb-factor ass prodctio setp C S is costrcted Tabe 9. Tabe 9. Pairise copariso atri of ateratives priority ith respect to sb-factor C S C S SO SO SO 3 O ST ST ST 3 ST 4 ST 5 T T T 3 T 4 SO,,,,,3,5,3,5 /5,/3,,,,,,,,3,5,3,5 3,5,7 3,5,7,3,5.4 SO,,,,,3,5,3,5 /5,/3,,,,,,,,3,5,3,5 3,5,7 3,5,7,3,5.4 SO 3 /5,/3, /5,/3,,,,, /9,/7,/5 /5,/3,,,,,,,,,,,,,,,.4 O /5,/3, /5,/3,,,,, /9,/7,/5 /5,/3,,,,,,,,,,,,,,,.4 ST,3,5,3,5 5,7,9 5,7,9,,,3,5 3,5,7 3,5,7 5,7,9 5,7,9 7,9, 7,9, 5,7,9.7 ST,,,,,3,5,3,5 /5,/3,,,,,,,,3,5,3,5 3,5,7 3,5,7,3,5.4 ST 3,,,,,,,, /7,/5,/3,,,,,,,,,,,3,5,3,5,,.6 ST 4,,,,,,,, /7,/5,/3,,,,,,,,,,,3,5,3,5,,.6 ST 5 /5,/3, /5,/3,,,,, /9,/7,/5 /5,/3,,,,,,,,,,,,,,,.4 T /5,/3, /5,/3,,,,, /9,/7,/5 /5,/3,,,,,,,,,,,,,,,.4 T /7,/5,/3 /7,/5,/3,,,, /,/9,/7 /7,/5,/3 /5,/3, /5,/3,,,,,,,,,,,.33 T 3 /7,/5,/3 /7,/5,/3,,,, /,/9,/7 /7,/5,/3 /5,/3, /5,/3,,,,,,,,,,,.33 T 4 /5,/3, /5,/3,,,,, /9,/7,/5 /5,/3,,,,,,,,,,,,,,,.4 CR.65 Loca eight The oca eight of the aterative strategy ith respect to C S is cacated by eqatio 5 to Appedi. Siiar to the Tabe 9, other tety three SOT sb-factor s aterative strategy atrices are costrcted ad oca eights have bee obtaied. The oca eights of tety for aterative strategies ith respect to each sb-factor are icded i atri 5 atri size 4 3. The oca eights trasferred ito the each co of the 5 atri as foos: Step : Deterie the goba priority of the aterative strategies, refectig the iterreatioships ithi the SOT factors i.e. cacate ateratives 5 sb-factors Goba. Fiay the goba priorities of aterative strategies are estabished by tipyig the priorities of aterative strategies cacated ith respect to sb-factors 5 ad goba priorities of sb-factors sb-factors Goba. ateratives is the reatioa grade of strategies based o the proposed ANP agorith. It icdes the priorities of the ateratives ad aso the goba priority of copete criteria set. This aids the seectio of best strategy. This has bee preseted i Tabe

14 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Tabe. Goba priority of strategies ad rakig of the strategies Strategy SO SO SO 3 O ST ST ST 3 ST 4 ST 5 T T T 3 T 4 Stregth eakess Opportity Threat Goba priority of aterative strategies * Rakig 7 9 * * Best strategy Priorities Step 3: Seectio of best strategy based o the goba priority of the aterative strategies i.e. cacate rak of ateratives. The ANP agorith idicates that ipeet ad optiize a iovative process Coor Fast Fiish CFF to redce ater, poer, fe ad effet oad ST is the best strategy ith a goba priority of aterative strategies vae of.9 Tabe. Frther the rakig hich are achieved ith ier depedecies i SOT ode both SOT factors ad sb-factors is preseted i Tabe. This Tabe aso shos the cotribtios of SOT ai factors for the goba priorities of aterative strategies. The goba priority of the strategies cofirs that ST strategy is -dobted best strategy. The st raked strategy ST s reative goba priority.9 bt the d raked O s reative goba priority is.97. This hge differece proves that ST is to be stdied ad ipeeted ithot ay abigity by the top aageet of the copay. The other strategies epect ST are havig the ess reative goba priority variace. The cotribtio of SOT factors to the ST strategy is very high reative vaes copare to the other strategies. The threat ad stregth category factors ad its sb-factors are the ai cotribtig factors for the reative goba priority of strategy ST ad others. The threat category sb-factors aiy deas ith the eviroet ipact. Stregth category sb-factors aiy focs copay s faciities. At the oet the pereia isse for the society is to provide safe eviroet to the peope ad ivig hoods. The seected strategy is directy reated to the goodess of eviroeta ipacts. First ad foreost ork for the tetie copay is to ipeet the ST strategy; the other strategies ca be give east iportace. Step 4: Aayze the seected strategy sig Force fied aaysis. The first step is to agree the area of chage eeds to be discssed. This ight be ritte as a desired poicy goa or objective. A the forces i spport of the chage are the isted i a co to the eft drivig the chage forard, hereas a forces orkig agaist the chage are isted i a co to the right restraiig the chage hodig it back. Drivig forces are those forces affectig a sitatio ad hich are atteptig to psh it i particar directio. These forces ted to iitiate chage or keep it goig. Restraiig forces are forces actig to restrai or decrease the drivig forces. The forces orkig agaist the chage eeds to be iiized ad the forces spport of the chage eeds to be aiized. A state of eqiibri is reached he the s of the drivig forces eqas the s of the restraiig forces. The et rested eqiibri forces or positive forces forces i create the ciate to ipeet the goa or objective. Hoes, T.A., forated three fdaeta assertios abot force fieds ad chage as foos:. Icreasig the drivig forces rests i a icrease i the resistig forces; the crret eqiibri does ot chage bt is aitaied der icreased tesio.. Redcig resistig forces is preferabe becase it aos oveet toards the desired state, ithot icreasig tesio. 3. Grop ors are a iportat force i resistig ad shapig orgaizatioa chage.

15 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst I this paper, the seected best strategy fro the Fzzy ANP ethodoogy is der goe force fied aaysis to fid the drivig ad restraiig forces for its ipeetatio. Figre 6, shos the force fied aaysis of ST strategy. I this aaysis, the restraiig forces are scorig high vae -5, s of restraiig forces score coparig to the drivig force +6, s of drivig forces score. The drivig force cosists of the fooig force copoets; aageet coitet, techica spport fro sppier ad achiery ad faciity avaiabiity. The restraiig force cosists of paraeter stdy, -optiized of paraeters, process variabiity, tipe qaity reqireet ad process derstadig. The restraiig forces score eeds to be iiized so as to reove the barriers to ipeet the strategy effectivey. Figre 6. Force fied aaysis of ST strategy The tea of the tetie copay has to ork o the restraiig forces so as to covert the restraiig forces to drivig forces or redce the restraiig forces tota score. st force, the paraeter stdy eeds to be cocetrated, hich i idetify the process paraeter ivoves i the Coor Fast Fiish CFF process both cotroed ad cotroed paraeters. d force, optiizatio of the paraeters is idetified fro the st force. 3 rd force, variabiity redctio of the Coor Fast Fiish CFF process by hich the process ca be cotroed ad ca be iproved. Frther it i ead to the process capabiity stdies. 4 th force, tipe qaity reqireets hich are eeds to be optiized ith respect to st ad d force. 5 th force, process earig ad epertise throgh traiig i be the base for sccessf ipeetatio of the strategy. 6. Cocsio Fzzy ANP ethod sed i this stdy, offers a copete aaysis by additioay cosiderig ier depedece reatioships. I this stdy ier depedece cosidered for both SOT factors ad sb-factors. I sb-factors a the for categories are cosidered the ier depedeces. This kid of copeted cosideratio of ier depedeces i provide the ore acta rests copare the AHP or st eve ier depedece ANP ethods. So the seectio of best strategy i resebe its treess of seectio. Bt cosiderig ore ier depedece reqires ore tie ad effort additioa iterdepedecy reatioships icrease geoetricay the ber of pairise copariso atrices. For this reaso, a appicatio of the fzzy ANP approach, as proposed i this stdy targeted at ore strategic decisios i a

16 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst ha orieted thikig ad reasoig approach. Triagar ber over coes the vageess i the ordiary Likert scae data he it is copare to cassica ANP. Fzzy triagar ber aso icreases the resotio differece betee the to vaes of the goba priority of the aterative strategies. The ier depedecies ake the decisio akers ork easy. If a the ier depedeces cosidered i the seectio stage itsef, the the decisio aker o t have ay qestio of egative probabiity i his id. The rests of this epirica stdy sho that the ost desired strategy is to ipeet ad optiize a iovative process Coor Fast Fiish CFF to redce ater, poer, fe ad effet oad ST. This strategy had a goba priority of aterative strategies vae of.9. Cosiderig other strategies ST is havig very high potetia for especiay og-ter eviroet safety, profit, ad copetitiveess cosideratios. Additioay, the ipeetatio of this strategy is paed throgh force fied aaysis. High scorig restraiig forces are provided a ay to ipeet the strategy ST. The restraiig forces ephasis the stdy reated to process paraeters ad tipe qaity characteristics i iiize the distace betee the restraiig ad drivig forces. Strategy ST ca be ipeeted i a effective aer by force fied aaysis. The effectiveess of the stdy o process paraeters ad tipe qaity characteristics i ake a ciate to easre the sccess of the strategy ST. This paper addresses the eed for a strategic aaysis ode to assist aageet i evaatig ad seectig the strategies for bsiess groth. Throgh this ie, a evaatio ode is deveoped based o a iteratre srvey ad refied ith idstria eperts. The proposed evaatio fraeork is geeric. Hoever, the ode is ipeeted i a faos tetie copay, Soth Idia. The rests, based o the sythesized jdgets, idicate that tetie processig idstry shod focs o iovative process to redce eergy for effective strategic paig. This research ais to hep practitioers to derstad the reative iportace of the factors ad set the effective iproveet pas as they ay ot have sfficiet resorces to dea ith a the factors at the sae tie. The evaatio sb-factors are coprehesive bt they ay chage rapidy; ths, the checkist of SOT sb-factors st be pdated i the ftre freqecy, every 3 years. Ackoedgeet The athors od ike to thak the aagig Director r. Prithiv, Gee ay Pritig is, Tirpr ad his sbordiates for their spport ad coitted co-operatio to this stdy. Refereces [] A-Najjar, B. ad Asyof, I., 3. Seectig the ost efficiet aiteace approach sig fzzy tipe criteria decisio akig. Iteratioa Jora of Prodctio Ecooics, 84, 85. [] Chag, H.H. ad Hag,.C., 6. Appicatio of a qatificatio SOT aaytica ethod. atheatica ad Copter odeig, 43, [3] Chg, S.H., Lee, A.H.I. ad Pear,.L., 5. Aaytic etork process ANP approach for prodct i paig i seicodctor fabricator. Iteratioa Jora of Prodctio Ecooics, 96, [4] Dadashia, F., Shakibfar, S. ad Faze Zaradi,.H., 7. Strategic aiace for core copetecies iproveet i tetie idstries. Iteratioa Jora of aageet Sciece ad Egieerig aageet,, [5] Edard Berroider,. Factors i SOT aaysis appied to icro, sa-toedi, ad arge softare eterprises: A Astria stdy. Eropea aageet Jora, 5, [6] Gaister,.. ad Fasha, R.J., 999. Strategic paig: Sti goig strog?. Log Rage Paig, 3, 7 6.

17 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst [7] Gorsch, R. L., 983, Factor Aaysis. d editio. Hisdae: NJ: Erba. [8] Ha, A.C. ad ajf, N.S., 99. The strategy cocept ad process: A pragatic approach. st editio. Lodo: Pretice-Ha. [9] Hi, T. ad estbrook, R., 997. SOT aaysis: It s tie for a prodct reca, Log Rage Paig, 3, [] Hoes, T.A.,. Ho to faciitate the strategic paig process [oie]. Avaiabe fro to Faciitate the Strategic Paig Process - Fia.pdf %5bAccessed fro 5 Septeber %5d. [] Hobe, G., Leie,. ad Vahoof,., 999. A koedge based SOT-aaysis syste as a istret for strategic paig i sa- ad edi-sized eterprises, Decisio Spport Systes, 6, [] Hssai Deedar, Figeiredo ae ad Ferreira Ferado, 9. SOT aaysis of Pakista tetie sppy chai. Proceedigs of I Cogreso Gaego de Estatística e Ivestigació de Operaciós, Potevedra, 4 Noveber, [3] Hssai Deedar, Figeiredo ae, Aabea Pereira Tereso ad Ferado Ferreira,. Fidig effective strategies for iprovig tetie ad cothig sppy chai i Pakista sig SOT aaysis ad AHP, Proceedigs of Ero 4, Lisbo, 4 Jy. 7. [4] Hssai Deedar, Figeiredo ae, Aabea Pereira Tereso ad Ferado Ferreira,. Tetie ad cothig sppy chai aageet: Use of paig-lik i the strategic paig process, Proceedigs of Cogreso Gaego de Estatística e Ivestigació de Operaciós, Potevedra, 3 5 Noveber, 5. [5] Jeyaraj,.L., raidhar, C., Sethivea, T., Deshkh, S.G.,. Appicatio of SOT aaysis i a tetie copay A case stdy. Idstria Egieerig Jora, Uder revie. [6] ajas, A., agas, J. ad rttia,., 4. The se of vae focsed thikig ad the A OT hybrid ethod i toris aageet. Toris aageet, 5, [7] rttia,., Pesoe,., agas, J. ad ajas,.,. Utiizig the aaytic hierarchy process AHP i SOT aaysis-a hybrid ethod ad its appicatio to a forest-certificatio case. Forest Poicy ad Ecooics,, 4 5. [8] Papois, A. ad Piai, S. U.,. Probabiity, rado variabes ad stochastic processes. st editio. Ne York: cgra-hi. [9] Raesh Bab, V., 6. SOT aaysis of garet idstry i Sae [oie]. Tetie agazie. Avaiabe fro [Accessed fro 4 Noveber ] [] Rezaie,., Asariejad, A., Nazari-Shirkohi, S., arii,. ad iri-nargesi, S.,. A ove approach for fidig ad seectig safety strategies sig SOT aaysis. Proceedigs of secod iteratioa coferece o Coptatioa Iteigece odeig ad Siatio CISi, Bai, 8 3 Septeber, [] Sadeep Srivastava ad Gosai,.., 7. Hadade carpets potetia for Socio-ecooic groth. The Iovatio Jora: The Pbic Sector Iovatio Jora,,. [] Saaty, T.L., 978. Eporig the iterface betee hierarchies, tipe objectives, ad fzzy sets. Fzzy Sets ad Systes,, [3] Saaty, T.L., 98, The aaytic hierarchy process. st editio. Ne York: cgra- Hi.

18 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst [4] Saaty T. L. ad Sodekap ariya, 8. akig decisios i hierarchic ad etork systes. Iteratioa Jora of Appied Decisio Scieces,, [5] Tei, Officia ebsite of iistry of Teties, Goveret of Idia, 5. [6] eihrich, H., 999. Aayzig the copetitive advatages ad disadvatages of Geray ith the TOS atri a aterative to Porter s ode. Eropea Bsiess Revie, Vo. 99, 9. [7] Ykse Ihsa ad Dagdevire eti, 7. Usig the aaytica etork process ANP i a SOT aaysis A case stdy for a tetie fir. Iforatio Scieces, 77, Appedi. Fzzy Set theory cocepts for ANP To easre the pair-ise copariso betee criteria C { Ci i,,, }, a decisio grop of p eperts are asked to ake sets of pair-ise coparisos i ters of igistic ters. Hece, p fzzy atrices,, Z, Z Z p, each correspodig to a epert ad ith triagar fzzy bers as its eeets, are obtaied ig-lag et a.,. Deote Z k k Z Z k k k Z Z Z O k k Z Z k as: A triagar fzzy ber N ca be defied as a tripet,,, ad the ebership fctio defied as Figre :, p -/-, µ N -/-,, f here,, ad are rea bers ad. k k k k Let Z,, ii triagar fzzy ber heever it is ecessary. Fzzy atri Z.ithot oss of geeraity, eeets Z k i,,, k µ is N i be regarded as a is caed the iitia pair-ise copariso fzzy atri of epert k. Acqire the oraized pair-ise copariso fzzy atri, Let ai be the triagar fzzy ber: k k k k k a k k i Z,, ad r a 3 i j j j j j The iear scae trasforatio is the sed as a oraizatio fora to trasfor the criteria scaes ito k coparabe scaes. The oraized pair-ise copariso fzzy atri of epert k, deoted as, is give by: k k k k k k k ; k,,, p 4 O k k k here, z i r k k k k k,, k k k k r r r k

19 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst As that i crisp vae asses at east oe, sch that < i k k r. This assptio is e satisfied i practica cases. The cacate the average atri foos: p p 5 Deote % as: O ; here p p k The fzzy atri is caed the oraized pair-ise copariso atri. This procedre ses the arithetic ea to aggregate, or poo a the data across the eperts after coptig the oraized fzzy pair-ise copariso atri k. This approach ca ake the differeces of idividas apparet, hich is better tha the ay of aggregatig a the data of the epert s right after obtaiig the iitia pair-ise copariso atri k Z. Let,, N ad,, N be the to triagar bers. The tipicatio of the to bers N ad N is deoted by N N, is defied by the ebership fctio as foos: [ ] [ ] < < + + < < ; ; ; ; 6 To copte the tota pair-ise copariso atri T, e have to esre the covergece of i i advace. I coptig, e appy the fooig approiatio eqatio 7 for the tipicatio of to triagar fzzy bers. I fact, der the igistic vaes of this stdy, eqatio 7 aost coicides ith eqatio 6. Hece, the eeets of are aso triagar fzzy bers. To positive triagar fzzy bers, N N approiates a triagar fzzy bers as foos:,, N N 7 Let,, ad defie three crisp atrices, hose eeets are etracted fro, as foos: O, O ad O The fooig theore eabes the coptatio of to be eected by the tipicatio of crisp atrices. Theore : Let Cheg, C.H. ad Li, Y., O, here,,. Frther defie three atrices, [ ] O, [ ] O, [ ] O The [ ] [ ] [ ] ad, 8

20 Iteratioa Jora of aageet IJ, ISSN Prit, ISSN Oie, Voe 3, Isse, ay-agst Let ρ deote the spectra radis of atri. The iit is a sfficiet ad ecessary coditio of <. This property heps to prove the et theore. ρ Theore : The fooig properties hod: i, i, i Sice it i be that ρ ρ ρ < Papois, A. ad Piai, S. U.,. The, theore is proved. Accordig to the crisp case, e defie the tota-pair copariso fzzy atri T as: T i No that T tota-pair copariso atri is acqired as a asyetric atri, it is easy to decopose eigevector throgh Ece or atab. is a o zero eigevector, give as: T ANP ses speratri to dea ith the reatioship of feedback ad ier depedece aog the factors ad sb-factors. If o ier depedet reatioship eists aog the factors ad sb-factors, the the pairise copariso vae od be. If a iterdepedet ad feedback reatioship eists aog the factors ad sbfactors, the sch vae od o oger be ad a -eighted speratri i be obtaied. If the atri does ot cofor to the pricipe of co stochastic, the decisio aker ca provide the eights to adjst it ito a sper atri that cofors to the pricipe of co stochastic, ad it i becoe a eighted sper atri. The iited eighted sper atri * is obtaied based o eqatio ad ao for grada covergece of the iterdepedet reatioship to obtai the accrate reative eights aog the criteria: k * i k