STRATEGIC PLANNING FOR FOOD INDUSTRY AN APPLICATION ON NESTLE: INTEGRATING SWOT/TOWS AND AHP METHODS

Muhammad Ishazlan Lamdin; Suddin Lada; Nizhamuddina AB

doi:10.51200/jaaab.7836

Authors

Muhammad Ishazlan Lamdin Universiti Malaysia Sabah
Suddin Lada Universiti Malaysia Sabah
Nizhamuddina AB Universitas Borneo Tarakan

DOI:

https://doi.org/10.51200/jaaab.7836

Keywords:

Strategic Planning, Food Industry, SWOT/TOWS, AHP, Nestle

Abstract

This research employs both AHP and SWOT/TOWS techniques to perform a strategic assessment of the food industry (Lee & Carter, 2012; Khan & Hackney, 2015; Zhang, 2019). The idea is to provide the broadest perspective of the organization and the environment to recognize significant strategic priorities that will increase sustainability and competitive advantage of the industry. SWOT analysis is considered basic and provides an overview of the state of the industry based on various aspects. To move beyond simple identification, the TOWS matrix is applied to translate the SWOT findings into concrete strategic options by matching internal strengths and weaknesses with external opportunities and threats. This framework helps in formulating actionable strategies aligned with different scenarios, thus enhancing decision-making effectiveness. For a critical evaluation of the priorities based on real data, the study utilizes the AHP technique. AHP decomposes the evaluation into a logical hierarchical structure that allows for a comprehensive comparison of the factors relative to each other. This combination of qualitative and quantitative research offers insights on the issues and prospects impacting stakeholders of the food industry. Main strategic areas discussed include supply chain management for improvement, product development and innovation, dealing with regulatory frameworks, and meeting consumer preferences. In summary, this study stresses the significance of strategic management in remediating the challenges inherent in the food industry. Thus, using the SWOT, TOWS, and AHP methodologies, the participants obtain the information necessary to make decisions and improve the performance of the entire industry. Apart from benefitting the identification of key issues, this approach also helps in the development of issue-specific strategies for growth and competitive advantage in a changing market context.

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