Using the Analytical Network Process in Porter's Five Forces Analysis – Case Study in Philippines

Abstract

This study investigates and demonstrates the quantitative indicator from combination of analytical network process (ANP) and Porter's five forces. The quantitative indicator can base on the weightage from supermatrix. It shows the priority for firm to face on the changing. The integration of ANP and fiver forces can set up a series of procedure to evaluate the current strategy by chosen the most important criteria. The evaluation framework is based on (i) multi-criteria decision making (MCDM) analysis which can determine the proper alternative from the series of criteria with regard to various conflicting forces, and (ii) analytic network process (ANP) method which can consider the effect of feedback and variance dependence. It supports the case firm in identifying the optimal strategy under global environment changing to gain a wide-ranging and actual execution.