FUZZIFICATION OF THE ‘TOWS’ STRATEGIC CONCEPT: A CASE STUDY OF THE MAGNETI MARELLI BRANCH IN THE SERBIAN AUTOMOTIVE INDUSTRY

Authors

  • Duska Petar Pesic Information Technology School, Belgrade, Serbia
  • Aleksandar Budimir Pesic Faculty for Business and Industrial Management, Union University, Belgrade, Serbia
  • Slavko Trivun Ivkovic Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, Serbia
  • Dejan Stojan Apostolovic Magneti Marelli, Plastic Components and Modules Automotive SPA, Kragujevac, Serbia

DOI:

https://doi.org/10.7166/26-2-1074

Keywords:

Fuzzy logic, TOWS, Strategy, Membership functions, Linguistic variables

Abstract

The purpose of this paper is to introduce a fuzzy approach to the quantification of the TOWS (Threats, Opportunities, Weaknesses, and Strengths) strategic concept (also known as ‘SWOT’). Fuzzy logic and triangular fuzzy numbers are used to provide an alternate assessment of the internal strengths and weaknesses and external opportunities and threats in the process of developing strategic alternatives and making strategic choices. The developed fuzzy model is applied to a real-world case, conducted with the management team of the Magneti Marelli branch in Serbia, which operates as the largest supplier in the Serbian automotive industry. The results are discussed, and suggestions for further research are provided

Author Biographies

Duska Petar Pesic, Information Technology School, Belgrade, Serbia

PhD, Department of Mathematics and Informatics, Faculty of Science, University of Novi Sad, Serbia

Aleksandar Budimir Pesic, Faculty for Business and Industrial Management, Union University, Belgrade, Serbia

PhD, Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, Serbia

Slavko Trivun Ivkovic, Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, Serbia

Msc, Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, Serbia

Dejan Stojan Apostolovic, Magneti Marelli, Plastic Components and Modules Automotive SPA, Kragujevac, Serbia

Msc, Business Systems Analysis and Design, City University, London

 

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Published

2015-08-07

How to Cite

Pesic, D. P., Pesic, A. B., Ivkovic, S. T., & Apostolovic, D. S. (2015). FUZZIFICATION OF THE ‘TOWS’ STRATEGIC CONCEPT: A CASE STUDY OF THE MAGNETI MARELLI BRANCH IN THE SERBIAN AUTOMOTIVE INDUSTRY. The South African Journal of Industrial Engineering, 26(2), 203–217. https://doi.org/10.7166/26-2-1074

Issue

Vol. 26 No. 2 (2015)

Section

Case Studies

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