Swot analysis evaluations on the basis of uncertainty - case study

Abstract

Choosing effective strategy is the main factor in running a successful enterprise, organization. The first step is to understand the organization with respect to its environment, which could be done using SWOT analysis. The main factor in performing SWOT analysis is selecting influential criteria. These criteria could be a long list and difficult to analyse depending on the organization. One way to analyse these criteria is to divide them in sub groups under strength, weakness, opportunity and threat. What is proposed in this paper is a value chain with different primary activities based on the organization, and to evaluate the each primary activity using SWOT analysis and multi criteria decision making (MCDM) to find the best strategy. The aim is to evaluate each process and the value, it is adding to the final outcome and the overall success of the organization. A tile company was analysed by dividing the processes in the company as product, promotion and customer relation using Choquet integral, Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) and fuzzy TOPSIS based on opinions of experts.