Integrating SWOT and AHP Approaches to Strengthen Strategic Planning in Malaysia’s Food Delivery Industry

Christi Standy; Dean Nelson Mojolou; Faerozh Madli; Shaierah Gulabdin

doi:10.51200/jaaab.7819

Authors

Christi Standy Universiti Malaysia Sabah
Dean Nelson Mojolou Universiti Malaysia Sabah
Faerozh Madli Universiti Malaysia Sabah
Shaierah Gulabdin Universiti Malaysia Sabah

DOI:

https://doi.org/10.51200/jaaab.7819

Keywords:

ecotourism, sustainability, bibliometric analysis

Abstract

The goal of this research is to combine the Analytical Hierarchy Process (AHP) with the SWOT analysis to provide a thorough strategic planning framework for food delivery services in Malaysia. Through the creation of practical solutions to address these concerns and enhance overall performance, this integrated approach seeks to give a thorough understanding of the internal and external factors driving the food delivery business in Malaysia. The most important factors that need to be addressed right away can be found by using the SWOT analysis to identify the main strengths, weaknesses, opportunities, and threats. The AHP will then assess and rank these factors according to their relative significance and effect on food delivery services.

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