ANALYTIC NETWORK PROCESS & AXIOMATIC DESIGN: A STUDY IN FAST MOVING CONSUMER GOODS INDUSTRY

In this paper, customer criteria on selecting a baby diaper brand in the market of Egypt have been investigated and alternatives have been mentioned. In order to solve the problem Analytic Network Process and Weighted Axiomatic Design approaches have been suggested. On the first step of this study, via ANP method, market share forecast of different brands and priorities of criteria have been calculated, and those priorities have been used in Axiomatic Design Approach in order to view competitiveness of two brands which is on the top of market. Potential achievements of strategies based on strengthening weaknesses of brands, have been discoursed.