Paper Information

Journal:   JOURNAL OF INDUSTRIAL MANAGEMENT   SPRING 2010 , Volume 5 , Number 11; Page(s) 21 To 34.
 
Paper: 

SELECTING AN OPTIMAL STRATEGY BASED ON SWOT ANALYSIS AND ANALYTIC NETWORK PROCESS (ANP) (CASE STUDY: ARAK PETROCHEMICAL COMPANY)

 
Author(s):  NAKHAI KAMALABADI ISA, AMIR ABADI MOHAMMAD, MOHAMMADIPOOR HERESH
 
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Abstract: 
Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis are not a suitable analytical means to determine the importance of the identified factors or to evaluate decision-making options concerning those factors. Although the SWOT analysis successfully pinpoints the factors, it cannot quantify the factors' weights as well as the strategic issues affects on these factors. Therefore, it is necessary to employ a form of SWOT analysis that measures and takes into account the possible dependency among the factors. his paper demonstrates a process for quantitative SWOT analysis that can be performed even when there is dependence among strategic factors. The proposed algorithm uses the analytic network process (ANP). This algorithm allows measurement to be performed in which situations that there is a dependency among the strategic factors. The network model proposed in this study for SWOT analysis is composed of four levels, the goal (best strategy) is indicated in the first level, the SWOT factors and SWOT sub-factors are found in the second and third levels respectively, and the last level is composed of the alternative strategies. In order to finding out the weight of SWOT factors based on ANP method, a pair wise comparison matrix questionnaire with 1-9 scale was designed and then 32 specialists of Arak Petrochemical company were asked to complete this questionnaire. Then the average opinion of those specialists who had completed the questionnaire, was calculated by using the geometric mean method and based on the ANP method the strategies of the company were determined.
 
Keyword(s): STRATEGY, PETROCHEMICAL INDUSTRY, SWOT ANALYSIS, PAIR WISE COMPARISON MATRIX, ANP
 
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