Zdrojový dokument:Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 43/2018
ISSN:1211-555X (Print)
Abstrakt:
Choosing effective strategy is the main factor in running a successful
enterprise, organization. The first step is to understand the organization with respect to
its environment, which could be done using SWOT analysis. The main factor in
performing SWOT analysis is selecting influential criteria. These criteria could be a
long list and difficult to analyse depending on the organization. One way to analyse
these criteria is to divide them in sub groups under strength, weakness, opportunity and
threat. What is proposed in this paper is a value chain with different primary activities
based on the organization, and to evaluate the each primary activity using SWOT
analysis and multi criteria decision making (MCDM) to find the best strategy. The aim
is to evaluate each process and the value, it is adding to the final outcome and the overall
success of the organization. A tile company was analysed by dividing the processes in
the company as product, promotion and customer relation using Choquet integral,
Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) and fuzzy
TOPSIS based on opinions of experts.