Market segment evaluation based on fuzzy tools

The paper suggests a hybrid model with simplified and extended schemes for evaluating market segments based on strategic diagnostics methods and fuzzy multi-criteria analysis tools. The developed model's novelty and originality consist of forming a system of evaluation criteria based on the GROT criteria of I. Ansoff and the five forces of the M. Porter model (and in the case of an extended calculation scheme – with their decomposition into sets of relevant sub-criteria) and the use of the latest Fuzzy SBWM method (Fuzzy Extension of Simplified Best-Worst Method) to determine their weighting factors. Expert linguistic evaluations on a defined 7-level term set, followed by their transformation into fuzzy numbers with triangular membership functions, are used to evaluate market segments for each identified criteria (sub-criteria). The Fuzzy SAW method determines fuzzy integral estimates of market segments based on these sub-criteria. A practical case of evaluating the confectionery market segments of Ukraine for the simplified calculation scheme is given. The systematic approach makes it possible to determine the attractiveness of market segments for forming strategic recommendations based on the application of portfolio analysis methods, for developing and implementing diversification and logistic strategies.