Combining the Suitability-Feasibility-Acceptability (Sfa) Strategy With the McDm Approach

Abstract

Suitability-Feasibility-Acceptability (SFA) is a fundamental tool for the development and selection of strategy. Any type of decision-making problem can be resolved by Multiple Criteria Decision Making (MCDM) methods. In this research, we explore the complexity of determining the proper goal market for the Chilean fish market. This study proposed a combined approach of SFA with MCDM methods in a real case study. The proposed structure helps to assign the best market for Chilean export fish to West Asia. Three countries (Saudi Arabia, the United Arab Emirates, and Oman) are selected as a target market in this region, and then related criteria are obtained from various sources. In order to develop a new market for the Chilean fishery industry, five major criteria, including the potential of a target market, region's economic attractiveness, consumption of the seafood, location, cost of transportation, and country risks, were selected based on the SFA framework. Calculating the criteria weights is performed by the Best-Worst (BWM) method, and ordering the alternatives is operated by Measurement Alternatives and Ranking according to compromise Solution (MARCOS) methods. The results showed that Oman is the best destination (importer) for the Chilean fish market (Salmon fish as the case).

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