Coping with Imprecision in Strategic Planning: A Case Study Using Fuzzy SWOT Analysis

摘要

In this article, it is shown that using the conventional SWOT analysis in the vicinity of strategic regions in the matrix of internal and external factors, ambiguity can exist in defining final strategies. To cope with this difficulty and to enhance the accuracy of the decision process, a straightforward fuzzy SWOT analysis is presented and exemplified by extracting and analyzing strengths, weaknesses, opportunities and threats in a company known as KPPP. The analysis is performed based on actual field data using 90 external and 85 internal factors and a group of 12 experts. Next to the identification of the fuzzy SWOT matrix, it is shown that the external threats and internal weaknesses of KPPP can have stronger effects compared to its external opportunities and internal strengths.