FORMULATE COMPETITIVE STRATEGY IN NON-METAL MINERAL INDUSTRIES ON A. D. LITTLE MODEL (CASE STUDY: SEMNAN TILE COMPANY)
Published: 14 Sep 2015
Abstract: The purpose of the study is to codify competitive strategies in non-metal mineral industries using AD-little model. In doing so, first, strategic business units (SBU) (tile, ceramic, and tile band) were determined then life cycle for each SBU was determined. Afterward, two fuzzy AHP questionnaires were used to determine competitive status of each SBU. Then, having the position of adopted products in AD-little matrix determined, general strategies of selective development, feasibility of development, natural development, and specific methods (to implement the strategies) for keeping conservative situation, survival, and invasive position taking were recommended. Finally, the general strategies regarding each specific method were determined for each organization taking into account specifics of the organization. In this way, strategies of development of overseas facilities, distribution rationalization, methods and functions efficiency, and production rationalization were recommended for tile industries. In case of tile band, strategies of market rationalization, distribution rationalization, production rationalization, method and functions efficiency, and licensing were prescribed. Finally, strategies such as methods and functions efficiency, development of overseas businesses, market penetration, and excessive capacity were recommended for Ceramic.
Keywords: strategic programming, product life cycle, competitive position, a.d-little methodology
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