Analitik Ağ Prosesi İle Yeni Nesil Koltuğun Sunulacağı Pazar Ve Ürün Tipi Seçimi
Analitik Ağ Prosesi İle Yeni Nesil Koltuğun Sunulacağı Pazar Ve Ürün Tipi Seçimi
Dosyalar
Tarih
2012-07-06
Yazarlar
Eren, Canan
Süreli Yayın başlığı
Süreli Yayın ISSN
Cilt Başlığı
Yayınevi
Fen Bilimleri Enstitüsü
Institute of Science and Technology
Institute of Science and Technology
Özet
Yeni ürün geliştirme, firmaların gerek yerel gerekse de global pazarlarda rekabet üstünlüğü sağlayabilmek için tercih edebileceği stratejilerden biri olmadan öte, günümüzde bir zorunluluk halini almıştır. Rekabetin dayandığı temeller günümüzde yaratıcılık, yenilik ve farklılık olurken bunun yolu da önemli ölçüde ürün geliştirmekten geçmektedir. Tüketicilerin beğenilerindeki, teknoloji ve rekabetteki hızlı değişim dikkate alındığında firmaların daimi olarak yeni ürün ve hizmetler sunmaları kaçınılmazdır. Rekabetin yoğun olduğu bir ortamda, müşteriye üstün kaliteli ürün ve hizmet sunulması, pazarın degişen ve gelişen gereksinim ve beklentilerinin yakından izlenip, bu gereksinimlerin hızlı bir sekilde karşılanmasını gerektirmektedir. Bu durumun farkına varan işletmeler gün geçtikçe bu faaliyetlerine daha çok önem verip, mevcut müşterileri ve pazarları için olduğu kadar, yeni müşteriler ve pazarlar için ürün geliştirmektedirler. Ürün geliştirme faaliyetleri sadece işletmeler için değil, aynı zamanda ülke ekonomisinin ihtiyaç duyduğu yenilik ve girişimcilik kavramlarını geliştirir ve büyümeye pozitif katkı yapar, nitelikli insan kaynaklarının yetişmesine, ülkeninin dinamizm kazanmasına ve rekabet potansiyelinin artmasına olanak sağlar. Bu çalışmada, öncelikle ürün ve yeni ürün geliştirme kavramları üzerinde durulmuş ve yeni ürün geliştirme süreci açıklanmıştır. Sonrasında karar verme süreci ve karar verme teknikleri ile ilgili bilgi verilmiştir. Sıklıkla kullanılan çok kriterli karar verme tekniklerinden detaylı olarak bahsedilmiştir. Teorik bilgilerden sonra, tezin uygulama bölümünde bir otobüs üretim işletmesinde yürütülen yeni nesil koltuk projesinden bahsedilmiş, proje sırasında geliştirilen yeni nesil koltukların sunulacağı pazar ve ürün tipi alternatifleri oluşturulmuştur. 4 adet alternatif belirlenmiş, hangisinin seçileceğine karar verebilmek için literatür araştırması yardımıyla 16 adet kriter oluşturulmuş, bu kriterler 4 ana kriter kümesi altında gruplandırılmıştır. Kriterler arasında hem iç hem de dış bağımlılık olduğu için çok kriterli karar verme tekniklerinden biri olan Analitik Ağ Prosesi uygulamasına karar verilmiştir. Ağ ve ilişkiler tanımlandıktan sonra konusunda uzman 4 kişinin ortak görüşüyle, modeldeki kriterler ikili karşılaştırma metodu ile ağırlıklandırılmıştır. Tutarsızlık oranları da hesaplanmış ve analiz edilmiştir. Model analizi ve kriterlerin ikili karşılaştırması için Super Decisions paket programı kullanılmıştır. Programda ortaya çıkan raporlar ve sonuçlar analiz edilerek değerlendirilmiş ve öneriler sunulmuştur.
Developing new products became a compulsory approach for the companies apart from being a crucial strategy to create dominance in global and international markets. Competitiveness stands on creativity, innovation and distinction that passes mostly through product development today. When the rapid changes in technology, competition and consumers’ interests are taken into consideration, permanently submission of new products and services of companies are inevitable. In a highly competitive environment, providing highly quality products and services to customers are required to closely monitorize changing and evolving needs and expectations of the market and meet these needs quickly. The enterprises which are aware of this fact care about product development activities day by day and develop new products for new customers and markets as well as existing customers. Product development activities are as important at macro economic level as micro economy, improve concepts like innovation and entrepreneurship as national economy’s needs and has positive contribution to economic growth, supplies opportunity for bring up qualified human resources, contributes to acquire macro economic dynamism and competetive potential. In this study, primarily is focused on the product, new product and product development concepts. Every product seems to go through product life cycle. It is born, goes through several phases, and eventually dies. Product life cycle is also mentioned and new product development process with 8 steps is described in the second part of the study. At the third part, the informations regarding to decision making process and multi-criteria decision-making techniques are given. Commonly used multi-criteria decision making techniques are described. The factors which affect decision making process, decision making approaches and cases are also identified. Decision-making is an important and indispensable part of life. In today’s rapidly-changing world ,decision making problems have become more complex. Due to both the increase in the number of criteria and alternatives and the conflict among them, it has been more difficult for a decision maker to make a selection among these so-called alternatives and criteria.The enterprises which are able to make decisions both rapidly and correctly in terms of increasing competition get the edge over their rivals.The use of scientific approaches during the process of making decisions rapidly and correctly has been an inescapable necessity. Multi-Criteria Decision Making is the most well known branch of decision making. It is a branch of a general class of operations research models which deal with decision problems under the presence of a number of decision criteria. MCDM is divided into multi-objective decision Making and multi-attribute decision making. After theoretical informations, in the application section of this thesis, new generation seat project of a bus production company is described. The main purpose of this study is to clarify the target market and product to launch the new generation seat effectively. New generation seat is a new product and it should be present to the market step by step to reduce the market share and customer satisfaction loss risk. This analysis can be handled using AHP. AHP is a comprehensive approach to multi-criteria decision-making problems. AHP is designed to cope with both the rational and the intuitive to select the best from a number of alternatives evaluated with respect to several criteria. 4 market and product type alternatives to launch the new generation seats are determined. 16 criteria with literature research and project members’ opinions are created to decide which alternatives should be selected. A set of these criteria are grouped under 4 main criterias which are performance, applicability, cost and risk. Because of the internal and external dependency between criteria, Analytical Network Process that is one of the multi-criteria decision making techniques is applied. After defining of the networks and relationships, criteria of the model are weighted with pairwise compare method from four experts who work on this field. The basic inconsistency ratios are calculated and analyzed. For analysis of the model and pairwise comparison of the criteria, super decisions software program is used. The reports and the results in this program are analyzed and considered and new suggestions are offered.
Developing new products became a compulsory approach for the companies apart from being a crucial strategy to create dominance in global and international markets. Competitiveness stands on creativity, innovation and distinction that passes mostly through product development today. When the rapid changes in technology, competition and consumers’ interests are taken into consideration, permanently submission of new products and services of companies are inevitable. In a highly competitive environment, providing highly quality products and services to customers are required to closely monitorize changing and evolving needs and expectations of the market and meet these needs quickly. The enterprises which are aware of this fact care about product development activities day by day and develop new products for new customers and markets as well as existing customers. Product development activities are as important at macro economic level as micro economy, improve concepts like innovation and entrepreneurship as national economy’s needs and has positive contribution to economic growth, supplies opportunity for bring up qualified human resources, contributes to acquire macro economic dynamism and competetive potential. In this study, primarily is focused on the product, new product and product development concepts. Every product seems to go through product life cycle. It is born, goes through several phases, and eventually dies. Product life cycle is also mentioned and new product development process with 8 steps is described in the second part of the study. At the third part, the informations regarding to decision making process and multi-criteria decision-making techniques are given. Commonly used multi-criteria decision making techniques are described. The factors which affect decision making process, decision making approaches and cases are also identified. Decision-making is an important and indispensable part of life. In today’s rapidly-changing world ,decision making problems have become more complex. Due to both the increase in the number of criteria and alternatives and the conflict among them, it has been more difficult for a decision maker to make a selection among these so-called alternatives and criteria.The enterprises which are able to make decisions both rapidly and correctly in terms of increasing competition get the edge over their rivals.The use of scientific approaches during the process of making decisions rapidly and correctly has been an inescapable necessity. Multi-Criteria Decision Making is the most well known branch of decision making. It is a branch of a general class of operations research models which deal with decision problems under the presence of a number of decision criteria. MCDM is divided into multi-objective decision Making and multi-attribute decision making. After theoretical informations, in the application section of this thesis, new generation seat project of a bus production company is described. The main purpose of this study is to clarify the target market and product to launch the new generation seat effectively. New generation seat is a new product and it should be present to the market step by step to reduce the market share and customer satisfaction loss risk. This analysis can be handled using AHP. AHP is a comprehensive approach to multi-criteria decision-making problems. AHP is designed to cope with both the rational and the intuitive to select the best from a number of alternatives evaluated with respect to several criteria. 4 market and product type alternatives to launch the new generation seats are determined. 16 criteria with literature research and project members’ opinions are created to decide which alternatives should be selected. A set of these criteria are grouped under 4 main criterias which are performance, applicability, cost and risk. Because of the internal and external dependency between criteria, Analytical Network Process that is one of the multi-criteria decision making techniques is applied. After defining of the networks and relationships, criteria of the model are weighted with pairwise compare method from four experts who work on this field. The basic inconsistency ratios are calculated and analyzed. For analysis of the model and pairwise comparison of the criteria, super decisions software program is used. The reports and the results in this program are analyzed and considered and new suggestions are offered.
Açıklama
Tez (Yüksek Lisans) -- İstanbul Teknik Üniversitesi, Fen Bilimleri Enstitüsü, 2012
Thesis (M.Sc.) -- İstanbul Technical University, Institute of Science and Technology, 2012
Thesis (M.Sc.) -- İstanbul Technical University, Institute of Science and Technology, 2012
Anahtar kelimeler
çok kriterli karar verme,
ürün geliştirme,
analitik ağ prosesi,
multi-criteria decision making,
product development,
analytical network process