Evaluation of SWOT Analysis Using AHP Method

摘要

Strategic analysis is the first step in the creation and selection of strategy. It contains methods which characterize both the external environment and internal conditions. One method, which combines both of these views, is SWOT analysis. However, managers often neglect its evaluation and are satisfied with only a list of individual factors. The aim of this paper is to describe the methodology of evaluating SWOT analysis by AHP method which allows managers to assess the significance of individual factors and choose appropriate management strategy. Results obtained show which factors are critical for the company. From these results emerged that the company should focus on eliminating its weaknesses and in that way it will eliminate the impact of external threats.