Order Winners and Order Qualifiers by ISM and MICMAC Analysis-Hanssem

This study is conducted using the Interpretive Structural Modelling (ISM) and Matriced Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) analysis methods as a way of identifying the strategic advantage requirements of order winners and order qualifiers proposed by Hill for competition in the market. The proposed method is a relatively easy way to evaluate the relationship and interaction of order winners and qualifiers. The proposed method can be used to identify the strategic advantage of the firm in the market. As a case study, Hanssem s representative customers in the domestic furniture industry were layered and identified in the order winner and order qualifier of the furniture industry. The order winner and order qualifier are layered and analyzed by using ISM analyzer method and MICMAC analysis method which are multi - standard decision method. Order winner and order qualifier in the furniture industry, and presentation of strategic property evaluation method to obtain sustainable competitiveness for small and medium sized enterprises and to suggest managerial implications for development of industry in search of market dominant strategy. The features of this method can be easily applied by the manager and facilitates the identification of strategic advantage requirements, effectively providing the information necessary for the application of the production strategy of the enterprise. The findings of ISM and MICMAC analysis show that the most influential attributes on the customer s choice of Hanssem are low price, reasonable price, overall quality and delivery reliability as order qualifiers, which are the basic conditions for competition. In addition, it was observed that customer s choice is largely influenced by brand image, A / S, design and product diversity as order winners of Hanssem.