The development and selection of Blue Ocean Strategy in the area of parts manufacturing companies through using Multiple Attribute Decision Making (Case Study: Salim engineering company)

shaghayegh divani azar¹ omid zeraatkar²

1) Iran Islamic Azad university E-campus
2) Iran Islamic Azad university E-campus Email:

IOI Code : XYCH-AECFF
Publication : 3rd International conference on Management , Economics and Humanities(icmeh.org)
Abstract :
    Abstract The parts manufacturing companies should select a proper strategy according to their current and future environmental conditions and capabilities to survive and thrive in competitive market of parts manufacturing industry. Rapid advances in technology raises offering a wide variety of products and factors related to knowledge, opportunities and challenges, the increase in the fights over prices, increasing necessity to create a Blue Ocean. By identifying the factors affecting the parts manufacturing industry in Iran and the external and internal factors of Salim parts manufacturing company, we started to collect the information from several parts manufacturing companies through an open questionnaire. Also, using the strategy canvas, the tetrahedral network of six-path framework of the strategies with the Blue Ocean approach were provided to get rid of the recession which include: entering unrivaled markets such as design the banned products, increasing customer variety, through selling intellectual property rights designs of the products and establishing relations with knowledge-based companies in order to produce and consult new ideas and entering new and unrivaled market of producing parts for electric-hybrid automobiles. At the end, using the TOPSIS approach, the best strategy that is the strategy of designing and producing parts for electric-hybrid vehicles was selected for Salim engineering company.

Keywords : strategic thinking value innovation blue ocean parts manufacturing industry salim company