Enhancing Strategic Decision-Making in Tire Manufacturing through an Integrated SWOT–AHP Approach

Wong Jing Chi; Dean Nelson Mojolou; Masran Tamin

doi:10.51200/jaaab.7820

Authors

Wong Jing Chi Universiti Malaysia Sabah
Dean Nelson Mojolou Universiti Malaysia Sabah
Masran Tamin Universiti Malaysia Sabah

DOI:

https://doi.org/10.51200/jaaab.7820

Keywords:

SWOT, AHP, Strategic analysis, Tire Manufacturing

Abstract

A popular technique for analyzing a company's or industry's strengths and weaknesses (internal factors) as well as opportunities and threats (external elements) of the marketplace environment is the SWOT analysis. SWOT analysis is the fundamental framework for conducting decision-situation analysis. Due to the inability to rank the importance of the SWOT components in this study, we suggested enhancing SWOT analysis using the multi-criteria Analytic Hierarchy Process (AHP) decision-making technique. Using the eigenvalue computation, the AHP technique compares factors or criteria pairwise to determine their priority. The purpose of implementing the integrated approach is to enhance strategic planning's quantitative aspect.

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