DETERMINATION STRATEGY IN BUSINESS WITH ANALYTIC HIERARCHY PROCESS

Öz

The SWOT analysis is an analysis where external and internal environments of an enterprise are analyzed to find out strategic factors that affect the enterprises’ outcomes. These factors are also used to determine the strategies that would be followed. However, the SWOT analysis bears some insufficiencies with regard to measure and evaluation. It has been put forward in the relevant literature that these insufficiencies could be put aside by analytical approaches. But, only SWOT groups and strategic factors have analytically been dealt with in the previous literature. Deciding on alternative strategies that are based on SWOT factors has not been subject to any study. It is hoped that this study will fill a gap in the relevant literature. In order to fill the gap, the SWOT matrix is converted into a hierarchic structure and the model is analyzed with the Analytic Hierarchy Process

Anahtar Kelimeler

• SWOT analysis, Analytic Hierarchy Process

ANALİTİK HİYERARŞİ PROSES YÖNTEMİYLE İŞLETMELERDE STRATEJİ BELİRLEME

Öz

FÜTZ analizi, iç ve dış çevrenin analizi neticesinde, işletmenin başarısı üzerinde etkili bulunan stratejik faktörleri ve bu faktörler temelinde izlenecek stratejileri belirlemektedir. Ancak, FÜTZ analizi ölçme ve değerlendirme bakımından bir dizi eksiklik taşımaktadır. Yazında, bu eksikliklerin analitik yaklaşımlarla giderilebileceğine ilişkin çalışmalar yapılmıştır. Yapılan çalışmalarda, yalnız FÜTZ grupları ve stratejik faktörler analitik yaklaşımla incelenmiştir. FÜTZ faktörleri temelinde belirlenen alternatif stratejilerin seçimi çalışma konusu edilmemiştir. Yazında görülen bu eksiklik, bu çalışmayla giderilmeye çalışılmıştır. Bu amaçla, FÜTZ matrisi hiyerarşik bir yapıya dönüştürülmüş ve oluşturulan model Analitik Hiyerarşi Proses AHP yöntemiyle çözülmüştür.

Anahtar Kelimeler

• Swot Analizi, Analitik Hiyerarşi Proses

Kaynakça

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