Application of Combined SWOT and AHP: A Case Study for a Agricultural Firm
DOI:
https://doi.org/10.51200/jaaab.7822Keywords:
SWOT, Analytic Hierarchy Process (AHP), Decision-making, AgriculturalAbstract
SWOT is a familiar business and marketing perspective which can help the management and all the interested parties to catch the main points in the organization or industry, its assets and liabilities, and opportunities and threats in the market. SWOT analysis can be considered as one of the most basic tools for decision-making since it offers an analysis of a situation. The purpose of this research is to design a strategy that could help to solve the main issue, namely absence of the clear prioritization of the criteria used within the SWOT analysis. To make the use of SWOT analysis more effective, the current study recommends applying another MCDM technique, namely, the Analytic Hierarchy Process (AHP). The AHP is another method of assessing factors or criterion by pair wise comparison through eigenvalue which is a typical method of comparing factors as well as criterion. The identified integrated approach is based on the necessity to solve the issues regarding quantitative effectiveness of strategic planning.
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