کاربرد ترکیبی SWOT و تحلیل سلسله مراتبی (AHP) : مطالعه موردی یک شرکت تولیدی

Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis is a commonly used tool which examines strengths and weaknesses (internal factors) of a company or industry together with opportunities and threats (external factors) of the marketplace environment. SWOT analysis provides the basic outline in which to perform analysis of decision situations. In this study, the lack of determination of the importance ranking for the SWOT factors, we proposed to enhance SWOT analysis with multicriteria decision making technique called Analytic Hierarchy Process (AHP). AHP approach achieves pairwise comparisons among factors or criteria in order to prioritize them using the eigenvalue calculation. The aim of applying the combined method is to improve the quantitative side of strategic planning.

Good performance within a corporation is the result of correct interaction of business management with its internal and external environment. The descripton of internal strengths and weaknesses, as well as external opportunities and threats, takes place on the basis of a well-known technique called SWOT(Strengths, Weaknesses, Opportunities and Threats) analysis [1]. SWOT analysis is a generally applying method for analyzing both environments in order to attain a systematic approach and support for adecisions. Moreover, SWOT includes no means of analytically determining the importance of the factorsor of assessing the decision alternatives with respect to the factors [4].