Analysing “ETKA Chain Stores” Strategies and Proposing Optimal Strategies; Using SWOT Model based on Fuzzy Logic

To maintain and achieve optimal growth, development and to be more competitive, organizations need a comprehensive and coherent plan compatible with their objectives and goals which is called strategic planning. This research aims to analyse strategically “Etka Chain Stores” and to propose optimal strategies by using SWOT model and based on fuzzy logic. The scope of this research is limited to “Etka Chain stores in Tehran”. As instrumentation, a questioner, consisting of 138 questions, was used. The data have been extracted from interviews to managers and the expert in Etka Chain stores and from studying the available reports in the organization. Validity and reliability of research have been measured. The research consists of two main and four subsidiary questions and lacks hypothesis and regarding type of the objective, this research is an applied one and regarding the data gathering, it is experimental-descriptive and a case study. Analysing the data consists of five steps. In the first step, all the documents, interviews to organization experts and “Etka Chain stores” reports were analysed by tests and a list of environmental opportunities and threats together with strengths and weaknesses was prepared. In the second step, all the above-mentioned factors were screened and opportunities, threats, strengths and weaknesses were identified. In the third stage, by using key factors and SWOT model, the most suitable strategies for the company have been proposed. In the fifth step, an operational program is proposed. The findings of the research indicate that to be more competitive in key axis which includes customers, supply chain, expanses control, competitive smartness, human resources and operational productivity, the company should adopt suitable strategies. In this regard, the suitable strategies were identified, codified and proposed. In this research, planning a strategic management model, analysing value chain for spotting values and removing wasting process has been proposed.

Fuzzy logic, hierarchical analysis, SWOT analysis