4.2 Weakness
On a fuzzy angel of statement, often times different methods may yield different answers in terms of rankings when they are fed with exactly the same numerical data. It is a challenging and intriguing problem with decision-making methods which rank a set of alternatives practicing a set of number of competing criteria. Some kind of testing procedures need to be determined given that it is practically unworkable to know which one is the best alternative for a given decision problem.
4.3 Opportunity
In this paper, a new approach has been carried out for the use of the ELECTRE I model in marketing mix selection. This work shows that ELECTRE can be used successfully in deriving a consensus ranking in benchmarking to select the best in class.
4.4 Threat
In outranking approaches, the inaccuracy of the data can be modeled through the indifference and preference threshold, so-called pseudocriteria. Of course, threshold must be assessed for each criterion and for each problem separately.
5. CONCLUSION
As can be seen, the marketing manager should have rough outline of potential marketing activities that can be used to take advantage of capabilities and convert weaknesses and threats. However, at this stage, there will likely be many potential directions for the managers to pursue. The manager must prioritize all marketing activities and develop specific goals and objectives for the marketing plan (Boone, 1992).