• FUZZY SWOT-ANALYSIS USING GENERALIZED TRAPEZOID FUZZY LINGUISTIC HERONIAN MEAN OPERATOR

Abstract

Strengths, weaknesses, opportunities and threats (SWOT) analysis is an effective planning tool for the development of strategy formulation. Most of the factors of strategic planning tools are generally expressed in linguistic terms. These linguistic terms are quantified using generalised trapezoid fuzzy linguistic variables (GTFLV) to support decision making. The Heronian mean is a mean type aggregation technique which captures the inter-relationship between criteria. In this paper generalized trapezoid fuzzy linguistic Heronian mean (GTFLHM) operator integrated with ranking function method is used to aggregate the criteria and to rank the alternatives. A fuzzy multi-attribute decision making (MADM) method is proposed based on the concept of GTFLV. A numerical example is provided to illustrate the effectiveness and computational simplicity of this integrated approach. This model also demonstrates the applicability of the developed fuzzy SWOT analysis in the generalized trapezoid linguistic environment.