MODELING THE PROCESS OF FORMING RECOMMENDATIONS FOR IMPROVING PRODUCT STRATEGIES OF AN IT COMPANY
DOI:
https://doi.org/10.32782/mathematical-modelling/2025-8-2-20Keywords:
information technology, business process, modeling, decision, artificial intelligence, analysis, expert assessment, analytic hierarchy process, fuzzy logic, key performance indicator, recommendationAbstract
The process of strategic analysis of product strategies based on the results of determining the priority areas of development of an IT company is considered in the article. The purpose of the study is to increase the effectiveness of company product strategies by generating recommendations based on a strategic analysis of the results of IT product sales on the market. It has been proven that the urgent problem is to develop a business process for strategic analysis of product strategies, considering market conditions, investment and resource opportunities of the company, and to improve product strategies in accordance with market requirements and the company's strategic goals. Since IT products and services are specific «goods» in the IT market, there are certain limitations in using existing strategic analysis methods to determine their competitiveness. Based on the research, it was concluded that the integration of classical methods of strategic analysis and artificial intelligence methods is needed. A business process for analyzing product strategies and making recommendations for their improvement is proposed. It includes the following stages: 1) formation of a set of external factors influencing the company's activities as a result of PESTLE analysis; 2) analysis of the strengths and weaknesses of the IT company using SWOT analysis; 3) formation of a set of factors influencing the company's activities; 4) analysis of the main influencing factors using pairwise comparison on the Saati scale; 5) selection of promising product areas as a result of the using of the analytic hierarchy process; 6) analysis of the results of the implementation of each IT product to evaluate the relevant product strategies; 7) formation of a KPI system for assessing the product strategy, which characterize three aspects of the effectiveness of the strategy implementation for a certain period: aggregate financial indicator; average customer satisfaction indicator; average sales and marketing efficiency indicator; 8) evaluation of software product strategies based on the implementation of the rules system, which are built using fuzzy logic tools;9) generation of recommendations for improving each product strategy using of the fuzzy inference system. Recommendations for improving product strategies, taking into account influencing factors and in accordance with the company's strategic goals, are formed as a result of implementing the process.
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