![]() ![]() SWOT-AHP approach for sustainable manufacturing strategy selection: A case of Indian SME. The exploratory study of competitive advantage of Hsin-Chu city government by using diamond theory. Strategic development and SWOT analysis at the University of Warwick. Making use of MCDS methods in SWOT analysis-Lessons learnt in strategic natural resources management. Strategic Management and Business Policy Addison-Wesley: Boston, MA, USA, 1986. Marketing Management, Analysis, Planning, Implementation, and Control, Philip Kotler Prentice-Hall International: London, UK, 1994. Exploring SWOT analysis-Where are we now? A review of academic research from the last decade. SWOT analysis for safer carriage of bulk liquid chemicals in tankers. NMCDA: A framework for evaluating cloud computing services. An Extension of Fuzzy SWOT Analysis: An Application to Information Technology. Theory and Applications of the Analytic Network Process: Decision Making with Benefits, Opportunities, Costs, and Risks RWS: Chalfont St Peter, UK, 2005. What is the analytic hierarchy process? In Mathematical Models for Decision Supported Springer: Berlin, Germany, 1988 pp. WT, Reducing threats by becoming aware of weaknesses. By applying our proposed model to Starbucks Company, the evaluation process of its performance was effective, and the selection between the different strategies became simpler and more valuable. The parameters of the N-AHP comparison matrices were triangular neutrosophic numbers and a score function was used to transform the neutrosophic AHP parameters to deterministic values. Therefore, by integrating the N-AHP with SWOT analysis we were able to effectively and efficiently deal with vague information better than fuzzy and intuitionistic fuzzy set theories. The neutrosophic AHP is useful to interpret vague, inconsistent and incomplete information by deeming the truth, indeterminacy and falsity degrees altogether. The reasons for applying an AHP in a neutrosophic environment are as follows: due to vague, uncertain and inconsistent information, which usually exists in real world applications, the crisp values in the classical AHP are not accurate in the fuzzy AHP, only the truth degree is considered, which makes it incompatible with real world applications and the intuitionistic AHP holds only truth and falsity degrees, therefore failing to deal with indeterminacy. Using the N-AHP in SWOT analysis produced both quantitative and qualitative measurements of factors. In order to deal with SWOT analysis drawbacks, this research integrated the neutrosophic AHP (N-AHP) approach. SWOT analysis is an important tool for successful planning, but it has some drawbacks because it fails to provide measurements and evaluations of factors (criteria) and strategies (alternatives). A real case study of Starbucks Company was presented to validate our model. Due to the vague and inconsistent information that exists in the real world, we applied the proposed model in a neutrosophic environment. The AHP is able to determine both quantitative and the qualitative elements by weighting and ranking them via comparison matrices. To overcome this drawback, we integrated it with the analytic hierarchy process (AHP). SWOT analysis does not quantify factors (i.e., strengths, weaknesses, opportunities and threats) and it fails to rank available alternatives. The chosen strategy should harness the advantages of strengths and opportunities, handle weaknesses, and avoid or mitigate threats. SWOT examines strengths (S), weaknesses (W), opportunities (O) and threats (T), to select and implement the best strategy to achieve organizational goals. The most widely used technique in strategic planning is SWOT analysis. Every organization seeks to set strategies for its development and growth and to do this, it must take into account the factors that affect its success or failure. ![]()
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