Development of a New SWOT-MCDM Model to Create Marketing and Financial Strategies in Conditions of Uncertainty (Case Study of Iralco Company)

Subject Areas : Financial and Economic Modelling

Farshad Motallebi ¹ , Peyman Ghafari Ashtiani ² , Mohammad Ehsanifar ³

1 - Department of Business Administration, Islamic Azad University, Ali Abad Katul branch ،
2 - Department of Management, arak branch, Islamic Azad University, Arak. Iran
3 - Department of Engineering, Arak Branch, Islamic Azad University , Arak, Iran

Received: 2023-06-27 Accepted : 2024-02-23 Published : 2024-04-27

Keywords: Financial Strategy , Marketing Strategy , SWOT Matrix, Multiple Criteria Decision Making(MCDM) , Uncertainty,

Abstract :

The most basic step in managing an organization is to develop appropriate and practical strategies. Developing a detailed and complete plan that will determine the long-term direction of the organization and guarantee the prof-itability and survival of the organization. In this research, using multi-criteria decision-making techniques, a new SWOT model has been created to formulate organizational strategies (financial, commercial, production and similar). The upcoming research method is of a mixed type (qualitative-quantitative) which will be used in the qualitative part of the method (de-scriptive-survey) and in the quantitative part of the fuzzy Delphi technique and multi-criteria decision making. In order to target more the results of this research and its output model, Iralco Company (Iran Aluminium) has been selected as a strategic and widely used global product manufacturer to study and implement the mentioned models and techniques.

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