publication . Article . 2014

An Optimum Choice of Strategic Marketing for Indonesian Plywood Industry: Operationalization of Porter Five Forces Model using Analytic Hierarchy Process

Makkarennu; Nakayasu, Akira; Osozawa, Katsuya; Ichikawa, Masahiro;
Open Access English
  • Published: 01 Oct 2014
  • Country: Indonesia
The purpose of this study is to present an application of Analytic Hierarchy Process (AHP) for determining the best marketing strategy of Indonesian plywood industry. This paper applies Michael Porter???s industry analysis techniques to identify the existing competitive advantages as well as the key factors of business success and to create the strategy framework of the positioning for plywood industry. This approach is based on generic strategies as criteria for selecting competitive market strategy. The integration of Analytic Hierarchy Process and five forces can set up a series of procedure to evaluate the current strategy by chosen the important criteria. T...
free text keywords: strategic marketing, plywood industry, Porter five forces model, AHP
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