Importance-Performance Analysis based SWOT analysis

SWOT analysis, a commonly used tool for strategic planning, is traditionally a form of brainstorming. Hence, it has been criticised that it is likely to hold subjective views of the individuals who participate in a brainstorming session and that SWOT factors are not prioritized by their significance thus it may result in an improper strategic action. While most studies of SWOT analysis have only focused on solving these shortcomings separately, this study offers an approach to diminish both shortcomings by applying Importance-Performance Analysis (IPA) to identify SWOT based on customer satisfaction surveys which produces prioritized SWOT corresponding to the customers' perception. Through the use of IPA based SWOT analysis, it is expected that a organisation can efficiently formulate strategic planning as the SWOT factors that should be maintained or improved can be clearly identified based on customers viewpoints. The application of the IPA based SWOT analysis was illustrated and evaluated through a case study of Higher Education Institutions in Thailand. The evaluation results showed that SWOT analysis of the case study accurately reflected the organisation's situations thereby demonstrating the validity of this study. (C) 2016 Elsevier Ltd. All rights reserved.