In the era of globalization, many enterprises were forced to face the fierce market competition. Enterprises have to implement proper strategies to enhance their competitive position on market competition. Prior to strategy formulation, an analysis of organization’s internal and external environments is executed. SWOT is used to identify enterprise’s internal strengths and weakness as well as external opportunities and threats. The conventional SWOT is often presented by only imprecise listing or an incomplete qualitative examination of internal and external factors. On the other hand, the quantitative SWOT methods are used to analyze data statistically, and it is much more objective for the analytical results than the subjective assessment in words. However, these methods only analyzed the firm’s relative competitiveness; they are unable to display or compare the competitive relationships between several enterprises simultaneously.

In this study, we intend to construct an evaluation method that quantifies the SWOT analysis of several enterprises to analyze the competitive relationships between them. We introduced Multiple Criteria Decision Making (MCDM) concept to the evaluation model in which all competitors are evaluated with same internal and external criteria. Then, we propose a hybrid approach of PROMETHEE and Fuzzy Inference System as our evaluation method. PROMETHEE is used to analyze internal strengths and weaknesses and external opportunities and threats between competitors quantitatively. Next, we use fuzzy inference system to construct the rule based evaluation method to infer the internal and external performances of competitors based on their SWOT values. Then, the relative competitive advantage of firms can be evaluated based on their internal and external reasoning.

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