Hybrid SWOT Approach for Strategic Planning and Formulation in China Worldwide Express Mail Service

The traditional SWOT tool, which lists the S, W, 0, T factors and groups them together to form some strategies, is convenient for analyzing but not effective enough for strategic formulation. This paper proposes a hybrid three-stage qualitative and quantitative SWOT model, trying to narrow the gap between strategic analysis and strategic formulation by first confirming the SWOT factors, second narrowing the selection area and last making optimal strategies. First, the SWOT-AHP model is used to analyze and evaluate the external and internal environment factors. Then we narrow the analysis field down to two levels by using strategic quadrilateral model, where the quadrant of the gravity centre is used to represent the market position. Finally correlation rules, including matrix calculations, maximum and sub-maximum sub-array techniques, are introduced to formulate the effective strategies, which focus on the most influential factors. A case study of EMS is conducted with the objective of validating the effectiveness in strategic planning and management.