МОДЕЛЬ АНАЛІЗУ ПРОДУКТОВОЇ СТРАТЕГІЇ ІТ-КОМПАНІЇ З ВИКОРИСТАННЯМ СИСТЕМ НЕЧІТКОГО ВИСНОВКУ

The subject of study is the strategic analysis process of product strategy based on an IT company’s key performance indicators. The objective is to improve the product strategy’s analysis process by implementing a model for evaluating and analyzing the product strategy based on the IT company’s key performance indicators system. The tasks are to investigate methods and tools for strategic analysis of IT product strategy; to develop a model for evaluating an IT company’s product strategy based on a system of key performance indicators, which characterizes the results of strategy implementation in three aspects: financial results, level of customer orientation of the product; effectiveness of the sales team and marketing activities; and to investigate the results of implementing the model for improving the product strategy to achieve the IT company’s strategic goals. Methods of data normalization, fuzzy logic, and the Mamdani method for constructing a fuzzy inference system were used. The following results were obtained. Unlike existing models, the developed model of strategic analysis of product strategy is the result of a hierarchical combination of fuzzy inference systems for evaluating product strategy in three aspects: financial result, level of customer-orientation of IT product, and effectiveness of sales and marketing activities. As a result of the model implementation, an analysis of the product strategy is conducted regarding the possibility of its further implementation to achieve the IT company’s strategic objective. The use of a strategic analysis model based on fuzzy inference systems enables the product manager to obtain product strategy assessments and analyze KPIs, which generally represent the financial and market results of strategy implementation. Ways to improve the product strategy, considering the IT company’s goals, are identified based on the analysis results. Conclusions. The scientific novelty of the results obtained is as follows: a model for evaluating and analyzing product strategy, based on the KPI system of the IT company, has been developed for the first time. Implementing this model in the strategic analysis of an IT product will enable the development of a product strategy aligned with the IT company's strategic goals. Unlike existing models, the developed model of strategic analysis of product strategy is the result of a hierarchical combination of fuzzy inference systems for evaluating product strategy across three aspects: financial results, the level of customer orientation of the IT product, and the effectiveness of sales and marketing activities. As a result of the model’s implementation, an analysis of the product strategy is conducted to assess the feasibility of its further implementation to achieve the IT company’s strategic objective.