A NOVEL INTEGRATED MCDM-SWOT-TOWS MODEL FOR THE STRATEGIC DECISION ANALYSIS IN TRANSPORTATION COMPANY

Abstract

In this paper, based on the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, a matrix of Threats, Opportunities, Weaknesses and Strengths (TOWS) was formed. It represents possible business strategies of the transport company. To choose the right plan, a model based on the integration of Fuzzy PIvot Pairwise RElative Criteria Importance Assessment (fuzzy PIPRECIA), Full Consistency Method (FUCOM) and Measurement Alternatives and Ranking according to COmpromise Solution (MARCOS) methods, has been formed. A case study was conducted in the transport company from Bosnia and Herzegovina which provides services on the domestic and the European Union market for 20 years and belongs to a group of small and medium enterprises (SMEs). The SWOT analysis in this transport company was the basis for forming the TOWS matrix, which represents a set of possible business strategies. These strategies are the basis for developing five basic alternatives. The transport company should choose the best one of them for future business. The research focuses on forming a model for choosing the best strategy by which the transport company seeks to improve its business. Decision-making (DM) is not a straightforward sequence of operations, so the harmonization of methods as well as the verification of their results, are essential in the research. This model is applicable in SMEs that make these and similar decisions. Using this model, companies can adjust their business policies to the results of the model and achieve better business results. This research is the first that allows the use of such a model in making strategic decisions.

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