The Grey Ten-Element Analysis Method: A Novel Strategic Analysis Tool

Shervin Zakeri, Dimitri Konstantas and Naoufel Cheikhrouhou
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Shervin Zakeri: Geneva School of Economics and Management, University of Geneva, 1211 Geneva, Switzerland
Dimitri Konstantas: Geneva School of Economics and Management, University of Geneva, 1211 Geneva, Switzerland

Mathematics, 2022, vol. 10, issue 5, 1-22

Abstract: In this paper, a new strategic analysis method is introduced, called the ten-element analysis (TEA) method to determine the firm’s strategic position in the market. The new method is grounded on the computation of the reflections of the external factors on the firm’s internal factors through the changes of the values of the internal factors throughout the time when a lack of complete information regarding the environmental factors exists. The TEA method takes ten effective key elements of the firm into account and investigates their changes through a maximum of nine periods and a minimum of two periods. To conduct the model, the paper is mainly focused on four main rubrics, including the detection of the reflection of the firm’s environmental factors on the internal factors, deriving the strategic position of the firm from the reflections, the capability of the existing strategic models in determining the strategic position from the reflections in presence of uncertainty and incomplete information of the external factors. The method is applied to a dairy company in order to find its strategic position in the market. The results showed that the output of the TEA method and SWOT analysis is similar which makes the new method reliable to employ. The TEA method is developed under the grey environment to harness the uncertainty where a new grey comparison method is introduced to compare the grey numbers.

Keywords: strategic analysis; market analysis; TEA method; reflection; external factors (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2022
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