Exploring the opportunities for transparency enhancement of cold supply chain: an IVPF-SWARA and IVPF-COPRAS based SWOT analysis

An efficient and reliable cold supply chain (CSC) traceability system mitigates risks such as data tampering, fraud, product theft, and false information flow, thereby building customers’ trust in the product. Therefore, this study aims to provide a consolidated framework for enhancing the efficiency and reliability of the CSC traceability system. The study first conducts a comprehensive strengths, weaknesses, opportunities, and threats (SWOT) analysis to identify the challenges and potential benefits of an efficient and reliable CSC traceability system. Secondly, it proposes the eight most effective traceability technologies based on their ability to enhance the SWOT factors of the CSC traceability system. To facilitate a mutual assessment of the proposed traceability technologies concerning the SWOT factors, a hierarchical mutual assessment model has been developed and analyzed using an integrative interval-valued Pythagorean fuzzy (IVPF)-based SWARA and COPRAS methodology. The findings of the study reveal that “improved transparency related to tracing and tracking of the product” and “strengthened market reputation and customer-manufacturer relationship” are the two most important strengths of the advanced CSC traceability system. On the other hand, limited traceability technologies for valued cold chain products and difficulty in choosing an appropriate traceability technology in the case of product variety are noted as the most critical weaknesses and threats in adopting the advanced traceability system for CSC applications. The study’s findings also indicate that Internet of Things (IoT) and blockchain technologies enabling traceability systems help improve the SWOT factors and enhance customers’ trust through a faster and more responsive CSC. The findings of this study assist top management in identifying and remedying weaknesses, leveraging potential business opportunities, and mitigating threats, thereby enhancing the transparency and providing safeguards against poor product quality, a passive distribution network, and the possibility of scandals and unsafe incidents in the CSC.