Determination of product portfolio with fuzzy axiomatic design: application in industrial kitchen sector

In the markets where the companies are located, the competition is high and the firms want to reach their targets in the market shares, they have led them to search for product portfolio and product portfolio management processes in order to determine, produce and improve the right products. In the process of determining the product portfolio included in this study, customer and company demands were taken as evaluation criteria of the study. The evaluation criteria consist of both numerical and linguistic expressions. In this study, in order to provide customer satisfaction and firm demands, an evaluation was made between three products included in the same product group in a company that works in industrial kitchen sector in Sakarya. Eight main criteria were determined by the company. "Weighted Fuzzy Axiomatic Design Method was used in the criterion evaluation since numerical and linguistic definitions could be used together. According to the total information content before weighting; The product with the smallest value of information content from "X", "Y" and "Z" products is designated as Z product. The second product, the "Y" and finally the "X", the information contents were calculated. The main and sub-criteria defined in the company are prioritized by the AHP method. When calculated predominantly, the information content is calculated as the most optimal value product, "Z" optimum, the second "X", product. As a result of this study, the product portfolio has changed with two options which are the most suitable product for the company, customer and company expectations. The criteriers "Z "and "X"products, which are the most suitable for both customer and firm evaluation criteria, are the sub-options of the product group. "Y" products, which give negative results to the customer and company expectations, were removed from the product group. Keywords: Axiomatic design, decision support systems, analytical hierarchy process, product portfolio determination.