An Integrated Approach Based on ANP and Goal Programming to Determine the Best Marketing Strategy

Abstract

This study aims to build an integrated model to choose the best marketing strategy. The proposed model uses Analytic Network Process (ANP) and Goal Programming. The selection of the best marketing strategy is the process of multiple criteria decision making which involves many criteria and alternatives. Criteria considered in this study include consistent, cost, customer loyalty, trend following, business volume, unique, customer numbers, promotion, branding, business network, outlet location, credibility, manpower and innovation. While alternative marketing strategies include cost leadership, differentiation, focus (segmentation), people and place. ANP methodology is useful to build the interrelationships among criteria and alternatives in marketing strategy selection and to determine the weight of each criterion and alternatives. Goal programming is used to choose the best marketing strategy by considering the constraints and parameters that are suitable for the conditions in SMEs. The application of this model is conducted on one of the largest Batik SMEs in Pamekasan, Madura. The results of the research show that the focus strategy was chosen as the best strategy for Batik Madura SMEs.