تجزیه و تحلیل شرکت الکترونیک مصرفی ترکیه با استفاده از روش تحلیل سلسله مراتبی ــ SWOT

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. Turkish electronics industry is continuously working to produce innovative, high quality and globally competitive products. The Turkish electronics industry began to develop rapidly in the second half of the 80's. In this study, SWOT Analysis was used as a method to analyse a consumer electronics company from Turkey and we determined strategies according to the SWOT factors. Analytic Hierarchy Process (AHP) method is integrated to support decision situation about strategies which is determined with SWOT analysis. So the SWOT matrix is converted into a hierarchic structure and the model is analyzed with the Analytic Hierarchy Process.

Strategic management has been widely used by all enterprises to withstand fierce market competition. The strategic management process consists of three stages: strategy formulation, strategy implementation, and strategy evaluation. SWOT analysis of external opportunities and threats as well as the internal strengths and weaknesses of the enterprises is important for strategy formulation and development (Chang, Huang, 2006). The two main components of SWOT are the indicators of the internal situation described by existing Strengths and Weaknesses and the indicators of the external environment described by existing Opportunities and Threats(Markovska, Taseska and Jordanov, 2009)

In this case, we used the SWOT analysis to assess the situation of a Turkish firm from consumer electronics sector by judging it on four aspects: strengths, weaknesses, opportunities and threats. In order to improve performance, the firm must assess its external and competitive environment.This will reveal the key opportunities it can take advantage of and the threats it must deal with. The purpose of this study is to evaluate the critical factors in strategic planning and to utilize them in developing effective strategies for the company. To support our decision making process, a SWOT analysis was used in combination with an analytic hierarchy process (AHP) in this study. Fourteen SWOT factors and the relative weight of SWOT groups were examined through focus group interviews. With other words we make our pairwise comparisons with judgments of experts. So we could obtain priority scales for SWOT factors and strategies of the firm. With this study policy makers have more comprehensive decision making tool for their effective strategic planning than using a traditional method. Because after determining strategies acoording to SWOT analysis they can evaluate the priorities of strategies with AHP quantitative method.We applied SWOT-AHP method in a Turkish consumer electronics company which is lead in Turkey. Results show that the firm must give more importance to look for With this study policy makers have more comprehensive decision making tool for their effective strategic planning than using a traditional method. Because after determining strategies acoording to SWOT analysis they can evaluate the priorities of strategies with AHP quantitative method. We applied SWOT-AHP method in a Turkish consumer electronics company which is lead in Turkey. Results show that the firm must give more importance to look for With this study policy makers have more comprehensive decision making tool for their effective strategic planning than using a traditional method. Because after determining strategies acoording to SWOT analysis they can evaluate the priorities of strategies with AHP quantitative method. We applied SWOT-AHP method in a Turkish consumer electronics company which is lead in Turkey. Results show that the firm must give more importance to look for alternative suppliers for cost reduction in row material and component cost.