In today's dynamic and uncertain environments, effective decision-making processes are essential for navigating complex challenges. This paper proposes an innovative approach utilizing Fermatean fuzzy sets to enhance decision-making within heterogeneous group dynamics. Through a systematic mathematical framework, our method integrates expert preferences to find out the comparative weight of decision attribue, leveraging both Fermatean fuzzy sets and entropy calculations. Furthermore, we introduce a novel technique to assess the significance of individual experts' opinions, accounting for specific contextual factors. By synthesizing performance ratings, criteria weights, and expert inputs, our approach offers a comprehensive decision-making model. We introduce the concept of the proximity coefficient to address existing methodological limitations, enhancing the accuracy of decision outcomes. To validate our methodology, we apply it to a practical scenario involving warehouse location selection. Additionally, analysis of sensitivity is conducted to evaluate the robustness of our method across diverse scenarios, demonstrating its efficacy in uncertain environments. This research contributes to advancing decision-making practices in complex and uncertain contexts, offering a valuable tool for addressing real-world challenges.

Marketing the network of organizations, including manufacturers, wholesalers, and retailers, that distributes goods or services to consumers is one of the most important decisions for marketing managers and producers. In this study, we identify and prioritize the factors, which affect marketing strategy in selecting distribution channels by using fuzzy multiple criteria decision-making (FMCDM). The proposed study uses Fuzzy Delphi Analytic Hierarchy Process to determine the weights of the criteria by decision makers and marketing strategies is ranked by Fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). Finally, the case study within a Kaleh Company (Dairy products) is performed and the results indicate that the “diversifying product” is the most important marketing strategies considered by experts.