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• By connecting AHP and SWOT, the decision maker finds out the numeric expression, what are the main strengths, weaknesses, opportunities and threats
• These factors should be emphasized when formulating alternative strategies
• Additional decision support can be achieved by carrying out comparisons between alternative strategies with respect to SWOT factors
• Pairwise comparisons force the decision maker to analyze the whole operational environment more deeply
• Presented method is suitable for a variety of different strategic planning situations
• Results can be compared with other analyses and new alternatives can be formulated based on these comparisons

• Step 1. SWOT analysis is carried out. The relevant factors of the external and internal environment are identified and included in SWOT analysis
• Step 2. Pairwise comparisons between SWOT factors are carried out within every SWOT group and the relative local priorities of the factors are computed
• Step 3. Pairwise comparisons are made between the four SWOT groups. The factor with the highest local priority is chosen from each group to represent the group and the relative priorities of these scaling factors are calculated. They are used to calculate the global priorities of the independent factors within these groups
• Step 4. Pairwise comparisons are made between alternative strategies subject to all SWOT factors