The comparison of quantitative SWOT analysis and directional policy matrix in the process of formulating corporate strategies: a survey in Izmir???s Hypermarket sector

Abstract

SWOT analysis is a widely used technique to make an organization's internal and external assessment. The top-level managers seeking to formulate some strategies in order to gain competitive advantage, to grow or survive in the market usually try to formulate their strategies according to these assessments. Quantitative SWOT analysis is one step further to this application and it provides more statistical and objective outcomes. In addition to Quantitative SWOT analysis, DIRECTIONAL POLICY MATRIX is another technique which is adapted in order to formulate corporate strategies. This research aims to find out the comparative results of these two important strategically tools and evaluate the findings as well as the necessary strategies formulated according to two different prospects. The research takes place in hypermarket sector of Izmir since it is evident that this sector is one of the most challenging and competitive markets nowadays and it may provide beneficial data for the organizations that are in need of finding efficient and beneficial strategies.