Multicriteria model to support decisions related to the market area performance of a computer company

Abstract

This study aimed at constructing a model of performance evaluation in the market area of Seprol Computadores e Sistemas Ltda company. Thus, we chose the Multicriteria Methodology for Decision Aid - Constructivist (MCDA-C) to (i) structure and build knowledge about the objectives to be considered in the model; (ii) evaluate the objectives through ordinal and cardinal scales; (iii) suggest actions of improvement. The research is characterized as an exploratory, qualitative and quantitative case study. The main results of the research were: (I) the identification of four main dimensions - image, customers, suppliers and strategies - which account for the company performance in relation to the market (ii) twenty-one indicators were built to evaluate the performance of the four dimensions, (iii) we evaluated the company's current situation regarding the market, which totaled 62 points on a scale that "100" represents the good level and "0" represents the neutral level; (iv) advices were prepared for improvement, and if they are successfully implemented they will increase the company's performance to 76 points. It is concluded that the methodology MCDA-C has fulfilled the role of evaluating the intangible aspects related to the market area of the studied company.

Keywords

• Mercado. Apoio à Decisão. Avaliação de Desempenho. MCDA-C. Intangíveis.