Hybrid Model of AHP and SWOT in Analysis of Tile export (Case Study: Sara Toils Industry)

The increasing interest in a strategic approach to planning in all levels and especially at the commercial levels is some of the basic features of the new marketing policy. Emphasizing on the development of non-oil exports as a strategy for economic development recently has been proposed in our country. Developing the exchange and non-oil exports, in addition to increased non-oil revenues and improving the balance of exchange payments, could have a serious impact on the share of Iran trade in global markets and increase our power and competitive advantage. The main aim of this study is identifying the different strengths, threats, opportunities and weaknesses in analysis of Tile export for achieve to competitive advantage in the Sara toils industry. This study is based on the method of descriptive – analytic and SWOT analysis. The research sample consisted of conscious experts with case study conditions. For collecting required information and data, were used library sources and the regional experts and authorities’ views. Then, in this study, AHP and expert choice software method was employed for data analysis. The research findings have indicated that among SWOT factors, strengths are in the priority.