The Adoption of Marketing Decisions by Using Fuzzy Logic for Market Segmentation and Competitive Advantage Achieving A Hypothetical Application in Automotive Industry

Abstract

In our contemporary period the businesses environment becomes more and more dynamicallyand surrounded by uncertainty, in the same time with the continuous increase of globalization andtechnology development. In this context, taking the most appropriate decisions, either strategical,tactical or operational ones, from different points of view within an organization, here makingreference to selecting the most suitable alternative in aspects like for example managerialdecisions, marketing decisions, human resources decisions and so on, represents for theorganization the vector for survival and development in an uncertain and ambiguous environment. The main purpose of this research is to find out which are the most preferred Dacia car brand in acertain region or country around the world in order to prioritize the production in a proactivelyand efficient way in accordance to the lean management and just in time production system.

Keywords

• marketing
• decisional process
• ambiguity
• fuzzy logic
• automotive