COMBINING SWOT MODEL AND ANALYTIC HIERARCHY PROCESS (AHP) TO CHOOSE A BUSINESS STRATEGY FOR VINASHIP TRANSPORT JOINT STOCK COMPANY

Abstract

There are many useful tools to support strategic planning, in which the SWOT model is commonly used in companies recently. However, this model has the disadvantage of proposing many possible strategies, making it difficult to choose the most optimal strategy. The analytic hierarchy process (AHP) is a multi-criterion decision-making technique (MCDM) used for solving and analyzing complex problems. This model helps to select options based on the importance and relative magnitude of the factors being considered. This paper will approach the combination of two models SWOT and AHP to select business strategy based on the analysis of impact factors at Vinaship Shipping Joint Stock Company.