Strategic Management of Enterprises in the Tannery Industry : By an Integrated Deployment of SWOT Analysis and AHP Method

YaniIriani

Abstract: Basically; the purpose of this study is to formulate a marketing strategy by combining SWOT analysis with Analytic Hierarchy Process (AHP). SWOT analysis is used to formulate another competitive strategy of the company. After competing optional coherent formulated the next step is deciding the company's strategic priorities by using Analytical Hierarchy process to determine the appropriate decision making. Based on the results of the SWOT analysis and the Internal-External Matrix; obtained alternative strategy is the strategy with the highest weight Weakness - Opportunity (WO); which translates as a strategy that minimizes the weaknesses that exist in the region to exploit the opportunities whose exist. The results of the AHP weighting strategy suggest that the development of technology and production ranks first in the development of the leather industry. The order of the second and third are Quality and Quantity Improvement Raw Materials (raw leather) and Human-Resource Development; while priority to fourth and fifth; respectively Industrial Development Market Development and Support. The results of the SWOT method with AHP incorporation obtained suggested an alternative strategy. This alternative is expected to help the company to achieve its goal; namely the objective is to increase sales volume; customer satisfaction and quality of human resources.

Keywords: SWOT Analysis, Analytic Hierarchy Process AHP, Internal-External Matrix