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A Hybrid Fuzzy Multiple Objective Approach to Lotsizing, Pricing, and Marketing Planning Model
Abstract
Given high variability of demands, a manufacturer has to decide about the products’ prices and lotsizing from a supplier. Due to imprecise and fuzzy nature of parameters such as unit costs and marketing function, a hybrid fuzzy multi-objective programming model including both quantitative and qualitative objectives is proposed to determine the optimal price, marketing expenditure, and lotsize. Considering pricing, marketing, and lotsizing decisions simultaneously, the model maximizes the profit, return on inventory investment (ROII) (as a financial performance criterion), and total customer satisfaction under general demand function with a time-varying pattern in fuzzy environment. After applying appropriate strategies to defuzzify the original model, the equivalent multi-objective crisp model is then transformed by a fuzzy goal programming method. A soft computing, particle swarm optimization (PSO) is applied to solve the final crisp problem. An industrial case study is provided to show the applicability and usefulness of the proposed model and solution method. Finally, concluding remarks are reported.
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