A Hybrid MCDM Model for Strategic Entry Decision-Making under Uncertainty

The international expansion of food and beverage (F&B) firms necessitates the development of context-specific strategies to address diverse market conditions. Despite growing interest in global market entry, existing research offers limited guidance for foreign F&B firms entering competitive and culturally distinct environments such as Taiwan. This study aims to identify the most appropriate entry strategy by integrating business model evaluation with strategic positioning analysis. A hybrid Multi-Criteria Decision-Making (MCDM) approach is proposed, combining the Fuzzy Analytic Hierarchy Process (FAHP) and the Fuzzy Technique for Order Preference by Similarity to Ideal Solution (FTOPSIS) to address uncertainty and subjective expert judgments. Based on five industry experts’ assessments, the study applies Business Model Canvas (BMC) elements as evaluation criteria and Porter’s Generic Strategies as strategic alternatives. The FAHP results prioritize Value Propositions, Customer Segments, and Channels as the most influential factors in the Taiwanese context. FTOPSIS analysis further identifies Differentiation as the most suitable strategy, followed by Focus, while Cost Leadership ranks lowest. This research contributes a novel, expert-driven decision framework for strategic entry planning, offering theoretical advancement in international business strategy and practical insights for F&B firms pursuing foreign direct investment in East Asian markets.