African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4188

Full Length Research Paper

Planning new management approach for milk production using the SWOT and the Fuzzy AHP model: A case study in the Sistan and Baloochestan province, Iran

Hamid Reza Mirzaei1, Morteza Rojuee2, and Amir Hossain Okhravi3
1Department of Animal Science, University of Zabol, Iran. 2Department of Management, University of Imam Reza, Iran. 3MS industrial management, Ferdowsi University of Mashhad, Iran.  
Email: [email protected]

  •  Accepted: 20 December 2011
  •  Published: 07 May 2013


This study is aimed at recognizing strengths (S), weaknesses (W), opportunities (O) and threats (T) of the milk producing assembly in the Sistan and Baloochestan province and planning a new approach for the efficient management of the animal husbandry industry of the province. Ten strong points, eighteen weak points, ten opportunities and thirteen threats were considered through a survey by means of a questionnaire based on existing conditions according to management and policy, financial performance, capital investment, efficiency, land and pasturages, animal hygiene, family, life style and region by 3 groups of officials in charge (20 persons), animal husbandry men (40 people) and graduates (40 people). The total of the weights, their medium, their relative weights, and the rank of each of the strong points, weak points, opportunities, and threats from the viewpoint of the 3 respondent groups was computed and the SWOT matrix was formed so as to ascertain the competing plans (SO), reviewing plans (WO), the variety plans (ST) and the defending plans (WT). Also for the purpose of final prioritizing, an importance coefficient between 0 and 1 was used in the form of %50 for the officials, 30% for the animal husbandries, and 20% for the graduates. The low death rate of animals is counted as the most important strong point and the level of capital investment rate was counted as the most important weak point for the expansion of the milk production plants. In addition to this, the demand for milk consumed by the families and the years of successive famine were recognized as the most important opportunity and threat for the expansion of these units. Then the Fuzzy AHP model was used -by designing the software- in order to prioritize the plans. On this basis, competing/invasive plans were prioritized in order to improve the conditions of the milk production plants in the Sistan region. Experimental analysis in the mentioned region shows that we can make use of the relative advantages of the region by offering suitable policies and increased capital investments.


Key words: SWOT model, Fuzzy AHP, managerial plan, milk production plants, sistan and Baloochestan Province, Iran.