An approach that combines multi-criteria decision making and simulation in new product selection

Year 2024, Volume: 39 Issue: 2, 1193 - 1208, 30.11.2023

Yasemin Yavuz Güzeler , Gökhan Akyüz

https://doi.org/10.17341/gazimmfd.1183811

Cited By: 1

Abstract

The decision to determine the new product or products to be added to the product mix is one of the important strategic decisions for businesses. In taking this decision, besides the conditions such as the demand for the product at the desired level in the competitive environment, the production process and costs are also effective. The application was carried out in a company operating in the cosmetics and cleaning products sector. In the first stage of the two-stage application, a pre-selection was made with multi-criteria decision-making methods (AHP and TOPSIS) among the natural products that the company thought to include in the product mix. In the second stage, a simulation model was created and run in Arena Rockwell program for the demand and production processes of the first two alternatives. With this, it is possible to see the status of the manufacturing process before the products are produced in the company. Then with the Process Analyzer tool of the Arena program, by trying different values of controllable variables, it was tried to reach values that would reduce the cost and the amount of lost sales, while increasing the amount of sales at the same time. After determining the most suitable variable values, the final selection was made by selecting the product due to the sales revenue and cost advantage. The study aims to contribute to the literature by carrying out a study that considers both the selection criteria and the manufacturing process in the selection of new products.

Keywords

New Product Selection, Multi-Criteria Decision Making, Simulation

Yeni ürün seçiminde çok kriterli karar verme ile simülasyonu birleştiren yaklaşım

Abstract

Ürün karmasına eklenecek yeni ürün veya ürünleri belirleme kararı işletmeler için önemli stratejik kararlardan biridir. Bu kararın alınmasında rekabet ortamında ürüne olan talebin istenilen düzeyde olması gibi koşulların yanında üretim süreci ve maliyetleri de etkilidir. Uygulama kozmetik ve temizlik ürünleri sektöründe faaliyet gösteren bir firmada gerçekleştirilmiştir. İki aşamalı uygulamanın ilk aşamasında, firmanın ürün gamına dahil etmeyi düşündüğü doğal ürünler arasından çok kriterli karar verme yöntemleri (AHP ve TOPSIS) ile ön seçim yapıldı. İkinci aşamada, ilk iki alternatifin talep ve üretim süreçleri için bir simülasyon modeli oluşturulmuş ve Arena Rockwell programında çalıştırılarak ürünler firmada üretilmeden önce üretim sürecinin durumunu görmek mümkün olmuştur. Daha sonra Arena programının Process Analyzer aracı ile kontrol edilebilir değişkenlerin farklı değerleri denenerek, aynı anda satış miktarını artırırken, maliyeti ve kayıp satış miktarını azaltacak değerlere ulaşılmaya çalışılmıştır. En uygun değişken değerleri belirlendikten sonra satış geliri ve maliyet avantajından dolayı ürün seçilerek nihai seçim yapılmıştır. Çalışma, yeni ürün seçiminde hem seçim kriterlerini hem de üretim sürecini dikkate alan bir çalışma gerçekleştirerek literatüre katkı sağlamayı amaçlamaktadır.

Keywords

Yeni Ürün Seçimi, Çok Kriterli Karar Verme, Simülasyon

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