Development of after sales service strategies for the manufacturing firm

The last few decades have seen a growing trend toward aggressive global competition, increased marketplace demands, and accelerated technological changes. These developments are forcing organizations to take a closer look at their marketing channel strategy including addressing the issue of how to distribute their products and offer associated after-sales service support. A SWOT analysis, standing for analyzing company strengths, weaknesses, opportunities and threats, helps small businesses optimize their after sales service performance. To ensure the successful implementation of the best strategy, here raises a critical issue of how firms can better evaluate and select a best strategy before implementation. In this study, a framework is proposed to address the inner dependence relations of SWOT factors and sub factors with the aid of analytical network process (ANP). Finally the recommendations are presented to improve the performance of after sales service operations of the home appliances business firm.