La matriz FODA es la herramienta de análisis por excelencia para fines de negocios, y se enseña en cursos de pregrado y postgrado. Sin embargo, se entiende que la elección de los factores críticos de éxito (FCEs) que se incluyen en la matriz para el análisis es un proceso muy subjetivo y no estructurado, que da cabida a sesgos y arbitrariedad. Una forma de dar una mejor base y respaldo a los resultados del análisis es mediante la utilización del Proceso Jerárquico Analítico (AHP) con el fin de ponderar la importancia de los FCEs en la matriz FODA y aumentar la fiabilidad de los resultados. Este documento contiene el diseño de una estrategia para enseñar este tema en un curso de planificación de marketing, con la adición de una técnica útil para superar las limitaciones de la herramienta. / The SWOT matrix is the quintessential analysis tool for business purposes, and is taught both in undergraduate and postgraduate courses. However, it is widely understood that the selection of the critical success factors (CSFs) that are included for analysis in the matrix is a very subjective and unstructured process, leaving room for bias and arbitrariness. One way to give a better foundation and support to the analysis results is by utilizing Analytic Hierarchical Process (AHP) in order to weigh the importance of CSFs in the SWOT matrix and increase reliability of the output. This paper contains the design of a strategy to teach this topic in a marketing planning course, with the addition of a useful technique to overcome the limitations of the tool.

Due to growing population over the past decades, settlements are scattered in sparse as well as dense clusters across Dalarna County. However, irrespective of any physical, social or economic conditions, free public health care must be available at a minimum and equal distance of travel for all citizens of a region. In the current scenario in Dalarna, around 16% of the population travels beyond 10 km to reach their nearest medical facility. The aim of this study is to suggest the most favorable locations for Mobile Hospital services across Dalarna County, based on spatial analysis of accessibility, population coverage, and importantly, in a way that travel distance, is minimized and equal for all. This study makes use of Multi Criteria Analysis methods. The problem of mobile hospital site selection is broken down into criteria, and Analytic Hierarchical Process is used to evaluate weights for each criterion. Then, a weighted overlay results in regions with score-based suitability for a mobile hospital. Maximum population coverage based Location Allocation analysis results in generating a proposed Facility and Demand Coverage output. The results show an increase in coverage of population, while meeting the requirements of criteria in the aim.

nÃo hà / A escolha do modal de transporte por parte das cadeias produtivas agrÃcolas à essencial para promover rapidez, melhorar a competitividade e a qualidade dos produtos ofertados. Nesse sentido, os meios de transporte exercem um papel estratÃgico no comÃrcio e nas operaÃÃes das cadeias produtivas. No caso do modal aÃreo, a atividade contribui como suporte ao desenvolvimento, uma vez que ele proporciona ganhos de velocidade, confiabilidade e seguranÃa para mercados que buscam vantagens competitivas. Este modal deve ser entendido como um sistema, que possui diversos elementos interagindo no atendimento Ãs economias globais. Para que as economias regionais disponham do modal aÃreo, faz-se necessÃrio conhecer a demanda local por transportes, requisito indispensÃvel ao planejamento do setor aÃreo, na medida em que sÃo identificadas as necessidades para o transporte de passageiros e cargas, ajudando a estabelecer prioridades no atendimento da demanda e na elaboraÃÃo de polÃticas de agregaÃÃo de valor à oferta do transporte. O objetivo deste trabalho à fornecer subsÃdios à tomada de decisÃo no planejamento e operaÃÃo de aeroportos regionais enquanto portas de escoamento da produÃÃo regional. Abordou-se como estudo de caso o aeroporto turÃstico de Aracati, no Estado do CearÃ. O estudo envolveu uma anÃlise sistÃmica do aeroporto e baseou-se nas preferÃncias e necessidades de potenciais usuÃrios. Foram aplicados questionÃrios estruturados junto Ãs autoridades responsÃveis pela gestÃo do Aeroporto de Aracati, de associaÃÃes de produtores agrÃcolas e outras pessoas responsÃveis pelos ÃrgÃos competentes estaduais. Utilizou-se a tÃcnica AHP junto aos produtores organizados em associaÃÃes, cooperativas e sindicatos da regiÃo de Aracati, Fortim e Beberibe para obter as preferÃncias dos usuÃrios no que se refere a cinco fatores: Custos, Acessibilidade, SeguranÃa, Tempo de chegada ao cliente e Infraestrutura de apoio ao embarque. A partir da anÃlise dos questionÃrios, foi elaborado um Plano de AÃÃo visando contribuir para a tomada de decisÃo no que tange à adequaÃÃo do aeroporto para transportar produtos regionais. Finalmente, deve-se ressaltar que, o aeroporto tem estrutura fÃsica suficiente para implantaÃÃo de um terminal de cargas, mas tal investimento sà deve ser feito a partir de um estudo mais aprofundado, que justifique a viabilidade do Terminal. Sugere-se que tal estudo congregue esforÃos conjuntos dos produtores, das entidades de apoio, dos agentes da cadeia produtiva (fornecedores, clientes e atravessadores), das empresas que atuarÃo no aeroporto (companhias aÃreas e transportadoras) e do poder pÃblico. / Choice of transport mode by actors of any supply chain in Agriculture sector is a very important decision to provide speed as well as to increase competitivity and quality of its products. It is known that a way a product is transported plays a strategic role in commerce and in the operations of productive chains. Air transport mode has been supporting regional development as it increases speed, reliability and safety to markets which aim competitive advantages. This transport mode must be understood as a system composed of several interacting components while attending worldwide markets. To have transport mode available in regional space it is firstly necessary knowing local transport demands through an effective planning of regional air transport sector. This is crucial because one needs to know the necessities of both passenger and cargo transport to set up priorities in attending demands as well as in put forward policies which aggregate value to transport activity. The present study aims to help decision making in planning and operating regional airports in their roles as regional production flowing portal. A case study was considered involving the airport of Aracati, county located in State of CearÃ, in the northeastern Brazil. System Analysis concepts and the Analytic Hierarchical Process (AHP) tecnique were employed to search for operating problems in attending demand and to elicit necessities and preferences of potential airport customers. Structured questionnaires were applied to people in charge in Aracati Airport management and other public authorities as well as in agricultural cooperatives in the study region. So, it was possible to anticipate problems and to elicit from airport potential customers their preferences concerning five points: costs, accessibility, safety, cycle time and available land infrastructure. Consequently, an Action Plan was devised to contribute to decision making both in public and private sectors trying to reinforce the airport role in supporting import/export regional activities. Finally, it is important to mention that the Aracati Airport has enough area to build a Cargo Terminal but the necessary investments need a feasibility study and actions involving conjoint efforts of regional producers and their associations, entrepreneurs who will be operating in the airport, suppliers of the regional productive chain and public authorities.