K. L. Jeyaraj

Dr. C. Muralidharan

Prof. T. Senthilvelan

Dr. S.G. Deshmukh

Abstract

Many companies are conducting a SWOT analysis as part of their strategic planning. This is the process to identify the strengths, weaknesses, opportunities and threats before proceeding to the formulation of their long and short term strategy. This article proposes a systematic approach to strategic planning of a leading textile company in south India. After identifying twenty four SWOT variables, they have been prioritized based on the researcher's experience and expert's guidance. SWOT matrix was formed based the prioritized SWOT variables withfour quadrants; maxі - mini (ST strategy), mini - mini (WTstrategy), mini - maxi (WO strategy) and maxi-maxi (SO strategy). This will help the company to overcome the external threats and also to plan their short term and long term strategies.

Keywords- SWOT analysis, Textile, Strategic Planning, Principal Component Analysis, Case study