Hedef Pazar Seçimi için Hibrit BWM-ARAS Karar Verme Modeli
A Hybrid BWM-ARAS Decision Making Model for Target Market Selection

Summary/Abstract: Systematic evaluation and selection of target markets can be the main determinant of success or failure in the stage of internationalization of a firm. The evaluation of any market may be influenced by the firm's marketing mix (product, price, distribution and promotion), environmental variables, market share, potential profitability, and even the strategic importance of the firm. Multi-Criteria Decision Making (MCDM) is a concept that enables to select the most suitable alternatives from the predetermined alternatives in terms of many criteria. Therefore, target market selection is one of the most important issues for firms and can be evaluated using MCDM methods. In this study, an integrated MCDM model that firms can use in target market analysis is proposed. This integrated model is based on BWM and ARAS methods. PEST (Political, Economic, Socio-cultural, Technological) factors are utilized in order to make a general assessment in the identification of the evaluation criteria, the Best Worst Method (BWM) is used during the prioritization of the criteria and the most appropriate target market is determined by ARAS method. Implementation of the proposed model is based on the opinion of academicians and practitioners for the decision of regional target market selection. According to the results of the study, it was found that decisionmakers attach more importance to economic factors in the selection of a new target market.

• Details
• Contents