Decision Support Methodology when Entering New Markets for a Semi-Finished Bronze Products Foundry

Abstract

The world and society that we live in nowadays, develops itself with an astonishing speed. In order for companies to keep themselves competitive, they have, more and more, to choose strategic decisions to be successful. When the moment to study new markets and new clients arrive, it is important to evaluate the situation and understand, in a tactical way, which choice is the best to go. In the context of semi-finished bronze products foundry, factories that are within a business-to-business environment, it is fundamental to understand that they are playing in a very competitive market in terms of technology, quality standards and prices. To deal with competitors that also aim to extend their market, enterprises are betting in decision models to help them to make better decisions and to succeed. In this dissertation, a decision support methodology is suggested that crosses several tools. PESTLE, SWOT and multi-criteria decision-making matchmake results to help decision makers and managers to make competitive decisions. The section that explains the decision-making process was based on the Analytic Network Process. This dissertation was developed within a semi-finished bronze products foundry, located in Germany. This company has the will to expand to Brazil, Argentina, Chile and Mexico.