management can be considered as a process of formulating the goals of
organization and providing the managerial mechanism to achieve these
The strategy points
out the tools which are used to reach the organizational goals, although
efficient methods are needed to obtain and develop a proper strategy.
In the field of
strategic management there are several methods which help us to choose
the best strategy or the combination of strategies. Portfolio planning
is one of those methods which determine a compound of activities in
One of the most
famous tools of Portfolio planning are Matrix models( ADL,GE,BCG).
limitation of classical approach in designing and developing Matrix
models are the ambiguity and uncertainty that exist in these models
which could be considered as a leading cause of failure to achieve an
efficient strategy or a mixture of strategies in an organization.
In this study, we
attempt to find a new approach in designing and developing these matrix
to remove the limitation which the previous approach has had. Therefore
BCG matrix of Pak Diary products was designed based on certain /
definite data (classical approach ) and fuzzy data
( fuzzy approach)
and the results of these two approaches are compared and contrasted.