ارتقای عملکرد محیطزیستی صنعت مواد غذایی از منظر مدیریت سبز با استفاده از مدل برنامهریزی استراتژیک SWOT-QSPM
محورهای موضوعی : مدیریت محیط زیستمریم رستمی 1 , زهرا عابدی 2 , رضا ارجمندی 3 , علی محمدی 4 , اکرم الملوک لاهیجانیان 5
1 - دانشجوی دکتری، دانشکده منابع طبیعی و محیطزیست، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران. ایران.
2 - استادیار، دانشکده منابع طبیعی و محیطزیست، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران. ایران.*(مسوول مکاتبات)
3 - دانشیار، دانشکده منابع طبیعی و محیطزیست، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران. ایران.
4 - استادیار دانشکده منابع طبیعی و محیطزیست، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران. ایران.
5 - استاد تمام، دانشکده منابع طبیعی و محیطزیست، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران. ایران.
کلید واژه: مدیریت سبز, ماتریس کمی برنامهریزي استراتژیک, SWOT, صنعت مواد غذایی.,
چکیده مقاله :
زمینه و هدف: امروزه مدیریت سبز با تأکید بر حفاظت از محیطزیست به یکی از مهمترین مسائل جهانی تبدیل شده است و نهادهای جهانی، سازمانها را ملزم به تولید محصولات و خدمات سازگار با محیطزیست کرده است. لذا، این پژوهش با هدف شناسایی و ارزیابی مهمترین عوامل استراتژیک داخلی و خارجی در جهت نیل به اهداف مدیریت سبز در صنایع مواد غذایی بهخصوص صنعت تولید فرآوردههای گوشتی انجام شده است.
روش بررسی: روش تحلیل و ارزیابی در پژوهش حاضر رویکرد ترکیبی با استفاده از تکنیک تحلیل SWOT و بهرهمندي از ماتریس کمی برنامهریزي استراتژیک (QSPM) است.
یافتهها: نتایج ماتریس ارزیابی عوامل داخلی نشان میدهد در بین عوامل داخلی، انجام پایشهای فصلی و منظم محیطزیستی (325/٠)، بالاترین قوت است؛ در حالیکه عدم تعهد و پشتیبانی کافی مدیران ارشد (018/٠) و عدم مدیریت مناسب پسماندهای قابل بازیافت (036/٠) از مهمترین ضعفها در کارخانه تولید فراوردههای گوشتی 202 شناخته شده است. همچنین بررسی ماتریس ارزیابی عوامل خارجی نشان میدهد تنوع بخشی در برنامههای تبلیغاتی و بازاریابی سبز (196/0) و صادرات فرآوردهها به کشورهای اطراف حوزه خلیجفارس (151/0) مهمترین فرصتها و نوسانات نرخ ارز و تورم (06/0) مهمترین تهدید در بین عوامل خارجی است. تحلیل موقعیت و تشکیل ماتریس ارزیابی عوامل داخلی خارجی، کارخانه تولید فراوردههای گوشتی 202 را در ناحیه استراتژي رقابتی (ST) تعیین کرد. همچنین، در مدل QSPM در بین 3 استراتژی رقابتی ارائه شده، مهمترین استراتژی «استقرار سیستم مدیریت سبز و الزام به رعایت قوانین و مقررات»، با امتیاز 342/6 شناسایی گردید.
بحث و نتیجهگیری: با توجه به قرارگیری صنعت مورد مطالعه در ناحیه ST لازم است مدیران ارشد و تصمیمگیرندگان با ارتقا نقاط قوت سعی در کاهش اثرات ناشی از تهدیدهای خارجی داشته باشند. نتایج مطالعه نشان میدهد که مدل تحلیلی SWOT در تلفیق با ماتریس کمیسازي راهبردهاي انتخاب شده میتواند در بررسی و اولویتبندي راهبردهاي مربوط به مدیریت سبز در صنعت مواد غذایی مورد استفاده قرار گیرد.
Background and Objective: Today, green management has become one of the most important global issues emphasizing on environmental protection and global institutions have obligated organizations to produce compatible products and services. Therefore, this study was conducted with the aim of identifying and evaluating the most important internal and external strategic factors in order to achieve the goals of green management in the food industry, especially the meat products industry.
Material and Methodology: The method of analysis and evaluation in this study is a combined approach using the SWOT analysis technique and the Quantitative Strategic Planning Matrix (QSPM).
Findings: The results of the internal factors evaluation matrix show that seasonal and regular environmental monitoring (0.325) is the highest strength; while the lack of commitment and sufficient support of senior managers (0.018) and the lack of proper management of recyclable waste (0.036) are known as the most important weaknesses in the 202 meat products factory. Moreover, the examination of the evaluation matrix of external factors shows that diversification in advertising and green marketing programs (0.196) and export of products to countries around the Persian Gulf (0.151) are the most important opportunities and exchange rate fluctuations and inflation (0.06) are the most important threats between external factors. The analysis of the position and the formation of the evaluation matrix of internal and external factors determined the 202 meat products manufacturing factory is in the area of competitive strategy (ST). Moreover, the strategy "Establishment of green management system and obligation to comply with laws and regulations" with a score of 6.342 was identified as the most important strategy among the 3 competitive strategies presented in the QSPM model.
Discussion and conclusion: Considering the location of the studied industry in the ST region, it is necessary for senior managers and decision makers to try to reduce the effects of external threats by improving their strengths. The results of the study show that the SWOT analytical model combined with the quantification matrix of the selected strategies can be used in reviewing and prioritizing strategies related to green management in the food industry.
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