Prioritization of attractive areas of investment in the automotive industry based on AHP method and evaluation of investment risk in attractive areas of research and development based on FMEA technique (Case study: Zamyad Automotive Company)

Automotive companies are looking for ways to adopt a different strategy from other automotive companies to provide better customer service. An example of these distinct strategies is investing decisions in attractive areas of automotive companies. In this regard, the purpose of this study was to prioritize attractive areas of investment in the automotive industry based on the AHP method and evaluate investment risks in attractive areas of research and development based on the FMEA technique. The study population of this study is 21 experts in the automotive industry who have been selected based on judgmental sampling.First, using the FAHP method, attractive areas of the automotive industry are identified and prioritized, and then with the FMEA method, investment risk in the field of research and development of the automotive industry is analyzed. The results showed that among the main criteria, investment in energy transfer methods weighing 0.438 ranks first. Investment in human resources and development of lines with a weight of 0.180 and investment in production of main collections with a weight of 0.174 won the second and third ranks, respectively.Then, among all the sub-criteria, investment in research and development was ranked first. Also in the field of research and development, the risks related to the initial and detailed evaluation stage had a higher priority than the risks related to other stages.