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Multicriteria decision making in fruit wine evaluation

This paper uses the SMART multicriteria decision making method for the evaluation of the three fruit wines. Rating the entrepreneurial potential of production of fruit wines was conducted considering the economic, market and technological criteria. Blackberry wine achieved the best final score, primarily because of the greatest market potential and technological simplicity. At the same time, apple wine has shown the best economic efficiency, but with very poor market identity and the highest technological demands. Cherry wine achieved better final score than apple wine, with a slightly worse economic performance. Furthermore, the ranking was changed using different weights of criteria. In this situation, cherry wine turned out to be the best option. The SMART method proved to be useful tool in the business decision-making providing more objectivity within the decision making process in complex situations when the alternative evaluation should be made based on mutually conflicting criteria.

multicriteria; decision making; SMART; fruit wine

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