An extension of neutrosophic AHP-SWOT analysis for strategic planning and decision-making

Every organization seeks to set strategies for its development and growth and to do this, it must take into account the factors that affect its success or failure. The most widely used technique in strategic planning is SWOT analysis. SWOT examines strengths (S), weaknesses (W), opportunities (O) and threats (T), to select and implement the best strategy to achieve organizational goals. The chosen strategy should harness the advantages of strengths and opportunities, handle weaknesses, and avoid or mitigate threats. SWOT analysis does not quantify factors (i.e., strengths, weaknesses, opportunities and threats) and it fails to rank available alternatives. To overcome this drawback, we integrated it with the analytic hierarchy process (AHP). The AHP is able to determine both quantitative and the qualitative elements by weighting and ranking them via comparison matrices. Due to the vague and inconsistent information that exists in the real world, we applied the proposed model in a neutrosophic environment. A real case study of Starbucks Company was presented to validate our model.