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SWOT-PAJ ANALYSIS: AN ESSENTIAL ALTERNATIVE TO CARRY OUT THE STUDY OF THE AVÍCOLA MATANZAS COMPANY

Abstract:

The objective of this research is to study the SWOT-PAJ for the management of the Matanzas Poultry Enterprise, in Cuba. It was an observational, descriptive, cross-sectional and retrospective study. It was based on the model proposed by Nguyen & Truong (2022), to which adjustments were made, so a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) was developed to evaluate the characteristics of the internal and external factors through the SWOT Matrix, in combina-tion with the Analytical Hierarchical Process (AHP). It was a case study developed in the Matanzas Poultry Company. The research used the HAP to compare and classify the influence of the criteria in the strategic diagnosis. As results, the PAJ method quantified the weightings of the factors in the SWOT Matrix based on a pairwise comparison of the elements.