A lubricant company marketing team facing a series of problem to identify the best marketing strategy for certain type of lubrication product because the marketing plan involves a large number of factors that can affect the sales revenue response. So 2K-P Fractional Factorials has been used as screening experiment and the most important factors that has main effect to response the sales revenue has been identified. Then further decision-making technique has been introduced to compare the selecting factors using analytic hierarchy process technique. AHP will provides a comprehensive and rational framework for structuring decisions criterial to each main factor where it provides the best factor or marketing strategy that can increase the sales revenue for the company.
Use of Fractional Factorial Design and AHP to Determining the Best Marketing Strategy for a Lubricant Company
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