EVALUATION OF DISTRIBUTORS BY ANALYTICAL HIERARCHY PROCESS - THE CASE OF PAAK DAIRY COMPANY

The varying conditions of the sale market and unknown factors affecting the success of candidates make decision making of issuing the distributor license an important matter for organizations. For this reason, the organizations attempt to use techniques and tools for decision making in order to enhance the process of issuing selling license. For this purpose, industrial engineering tools and techniques provide effective aids for managers to have a better work prioritization and planning. One of such techniques is the analytical hierarchy process (AHP) which is one of the multiple attribute decision making approaches. In this study, after determining the important and effective criteria, a model is proposed for the evaluation of the distribution candidates. AHP is used for evaluation of the proposed model, in which the determined criteria are classified in five categories, and then, weighted. After the computation of each criterion for the candidates, the evaluation results are derived. The proposed model is applied and validated in the Paak Dairy Company as a case study. The outcomes imply that the priorities derived from the proposed approach are based on a holistic and precise analysis. Moreover, the use of this approach and changing the decision making priorities might lead to considerable savings in cost and time consumed.