1- Introduction

2- Literature review

3- IPA based SWOT framework

4- Case study of Higher Education Institutions in Thailand

5- Conclusion

References

Abstract

SWOT analysis, a commonly used tool for strategic planning, is traditionally a form of brainstorming. Hence, it has been criticised that it is likely to hold subjective views of the individuals who participate in a brainstorming session and that SWOT factors are not prioritized by their significance thus it may result in an improper strategic action. While most studies of SWOT analysis have only focused on solving these shortcomings separately, this study offers an approach to diminish both shortcomings by applying Importance-Performance Analysis (IPA) to identify SWOT based on customer satisfaction surveys which produces prioritized SWOT corresponding to the customers’ perception. Through the use of IPA based SWOT analysis, it is expected that a organisation can efficiently formulate strategic planning as the SWOT factors that should be maintained or improved can be clearly identified based on customers’ viewpoints. The application of the IPA based SWOT analysis was illustrated and evaluated through a case study of Higher Education Institutions in Thailand. The evaluation results showed that SWOT analysis of the case study accurately reflected the organisation’s situations thereby demonstrating the validity of this study.

Introduction

Understanding the business environment is central to a strategic planning process. Among the most important tools to facilitate such understanding is the SWOT analysis (Hill & Westbrook, 1997; Ying, 2010). It helps organizations to gain a better insight of their internal and external business environment when making strategic plans and decisions by analysing and positioning an organization’s resources and environmentin four regions: Strengths,Weaknesses, Opportunities and Threats. SWOT analysis has been praised for its simplicity and has been in continued use since the 1960s. However, in practice it cannot offer an efficient result and sometimes may lead to a wrong business decision (Coman & Ronen, 2009; Wilson & Gilligan, 2005). This is because the traditional approach of SWOT analysis is based on qualitative analysis in which SWOT factors are likely to hold subjective views of managers or planner judgements. Besides, SWOT factors in each region are either not measurable or ranked by the significance towards anorganisation’sperformance.Inaddition,the SWOT analysis should be evaluated by considering the customer’s perspective rather than being evaluated solely on the organisation’s point of Introduction Understanding the business environment is central to a strategic planning process. Among the most important tools to facilitate such understanding is the SWOT analysis (Hill & Westbrook, 1997; Ying, 2010). It helps organizations to gain a better insight of their internal and external business environment when making strategic plans and decisions by analysing and positioning an organization’s resources and environmentin four regions: Strengths,Weaknesses, Opportunities and Threats. SWOT analysis has been praised for its simplicity and has been in continued use since the 1960s. However, in practice it cannot offer an efficient result and sometimes may lead to a wrong business decision (Coman & Ronen, 2009; Wilson & Gilligan, 2005). This is because the traditional approach of SWOT analysis is based on qualitative analysis in which SWOT factors are likely to hold subjective views of managers or planner judgements.

1. Introduction

Due to urbanization and industrialization, China has been the biggest contributor to emissions since 2007 [1]. Industry, transportation and buildings are the three main fields of energy consumption in China, and consumption in the building sector in China has occupied more than 33% of the national energy consumption [2]. Currently, the total building area in China is near 40 billion m2 , and by 2020, the total building area will reach 70 billion m2 [2]. Meanwhile, more than 90% of existing buildings are high energy consumption, thus making China’s existing building energy consumption per unit area approximately 2 times that of developed countries in same environmental conditions [3]. Building Energy Efficiency Retrofit (BEER) provides excellent opportunities to reduce energy consumption in buildings and encourages the implementations of other sustainability practices, such as environmental protection, rational resource use, and occupants’ healthcare [4]. Building Energy Efficiency Retrofit (BEER) is a process to reduce buildings’ operational energy use by applying certain approaches of the building envelope and mechanical systems improvements while keeping the buildings’ indoor environment and comfort [5]. Thus, China should accelerate the energy efficiency improvements of existing buildings. The Energy Service Companies (ESCOs) industry, a recently emergent industry, provides a market mechanism called energy performance contracting (EPC) to deliver energy efficiency projects. EPC is a financing package that includes energy savings guarantees, associated designs and installation services for energy efficiency retrofit projects [6–9]. EPC was introduced to China in 1996 in partnership with the World Bank and the Global Environment Fund. The program aims to introduce EPC, improve energy efficiency, reduce greenhouse gas emissions, and protect the environment in China. In 1998, three pilot ESCOs were created: the Beijing ESCO, the Liaoning ESCO, and the Shandong ESCO [8]. In 2004, The Energy Management Company Association (EMCA) was created to facilitate the operation of EPC and development of the ESCOs industry in China. From then on, the number of ESCOs experienced a rapid growth period. The numbers of ESCOs, investments and production have increased over all these years (Figs. 1 and 2). There has surely been a significant average annual growth rate of 34.91% in the number of ESCOs from 2004 to 2013. In this millennium, the Chinese government has established a series of policies to support the application of EPC and the development of ESCOs. Obviously, the government’s attention brings huge developmental opportunities for ESCOs. However, such a number cannot represent a healthy energy service market since there are some inevitable obstacles leading to a difficult situation for ESCOs, especially in building sector [10]. Most of the ESCOs in China remain small. According to the EMCA, the financial capacity of Chinese ESCOs is limited: 60% of the ESCOs have less than 10 million RMB of registration capital; 20% have more than 50 million RMB of registration capital; and approximately 50% of ESCOs have less than 100 employees [11]. Moreover, in China, it is difficult for small companies with little capital to obtain loans or other financial support, thereby making it difficult for ESCOs to obtain financing [12–14].

Today, the majority of people in the world live in urban environments, and it is estimated that future population growth will be concentrated in urban areas of less developed countries, while the global rural population is expected to decline after 2020 (UN, 2010). By 2020, developing countries of Africa, Asia, and Latin America will be home for 75% of urban dwellers in the world. Most cities in developing countries will have difficulties coping with this development and are unable to create sufficient formal employment opportunities or to provide food for the poor (Baudoin and Drescher, 2008; Drescher, 2000; De Zeeuw et al., 2011). In recent decades, urban agriculture has been powerfully advocated as a solution to particular types of urban challenges by contributing to the social, economic and environmental sustainability of cities (Deelstra and Nijwening, 1997). Urban agriculture throughout the world is transforming itself in response to political, economic, environmental, and technological changes. Its emerging role in today’s urbanizing world is just beginning to be understood (Zezza and Tasciotti, 2010). Urban agriculture can include community and private gardens, edible landscaping, fruit trees, food-producing green roofs, aquaculture, farmers markets, small-scale farming, hobby bee keeping, and food composting (Mendes et al., 2008). The definition of urban agriculture varies among scholars. However, it is difficult to find an appropriate definition for urban agriculture because some definitions are based on usage and the background or origin of the users. Based on the scope of this study, we discuss the concept as cultivation of fruit shrubs and trees in urban public landscapes. Urban agriculture has various benefits. Its environmental benefits include the creation of active green spaces, revitalizing brownfield sites, improving air quality, providing food that travels a shorter distance from field to plate, preservation of cultivable lands, cooler buildings, and improving urban biodiversity (Irvine et al., 1999; Mougeot, 1994). At the same time, scholars suggest that urban agriculture provide a host of social benefits including active public spaces, community capacity building, participatory decision making, an enhanced sense of place, food security, community safety, physical activity, social inclusion and improved health and nutrition (Dubbeling, 2006; Holland, 2004; Mendes, 2007; Wakefield et al., 2007; Welsh and MacRae, 1998). This notion has its roots in Jane Jacobs’s classic argument of “eyes on the street” as a mean to improve urban safety (Jacobs, 1961). A number of studies argue that urban agriculture contributes to foster ‘community development’ through the use of shared experiences, spaces, tools and skills (Armstrong, 2000; Smit et al., 2001; Jamison, 1985). Furthermore, some studies presented that urban agriculture can help to create a sense of place and stability for immigrant populations (Saldivar-Tanaka and Krasny, 2004). Other literature provides insight into the ‘psychological benefits’ of green spaces in urban areas, for stress levels, health and general well-being (Kaplan, 1973).

1.1. Background knowledge

In recent decades, there has been a growing concern regarding environmental issues, and consumption of energy and resources in the building sector. Green buildings or sustainable developments are a response to growing environmental concerns. Yudelson [1] defines green building as “A high-performance property that considers and reduces its impact on the environment and human health”. Yet, green architecture developments seem to encounter several impediments and barriers. Gou et al. [2] mentioned some of the major topics in green building market readiness and some cost-related barriers such as higher initial design and construction costs, extra costs of searching for green alternatives and certification processes, a long payback time of 20 years and a difficulty of defining quantifiable requirements during the procurement process. The extra costs and related risks of green design technology may discourage initial investors from commitment to green attributes [2]. Hwang and Tan [3] indicated that the ambiguity of the real costs and benefits is a major impediment to the development of green buildings. Cost-benefit analysis is a quantitative economic analysis method which evaluates profitability and return of investments for alternative design options [4]. Similarly to traditional financial strategy and performance measurements, green cost-benefit studies examine the correlations between green strategies and green performances to discover relationships between costs and benefits for decision making. In green building studies, the relationships between green strategies and building performances are examined to verify the existence and strength of the link among certain variables, such as natural ventilation strategies and thermal comfort performances. Cost-benefit studies, though, aim to identify relationships among green costs as a consequence of green strategies and benefits as a consequence of green performances. In other words, the extra costs of green buildings are evaluated against the extra financial benefits. Figure 1 illustrates both the relationships between strategies and performances found in green research studies, and the relationships between costs and benefits resulted from cost-benefit research studies.

1.1. Background

“Haze-fog” was China’s annual buzzword in 2013. The primary pollutant of haze-fog is PM2.5, fine particulate matter whose aerodynamic diameters is less than 2.5 mm and is harmful to health. In 2013, haze-fog invaded 25 provinces and more than 100 large-medium cities in China [1]. In central and southern north China and northern Jiangnan, the days of haze-fog in 2013 increased from 50 to 100 [2]. PM2.5 can penetrate deep in lungs because of its small size. Various chemicals are absorbed on its surface [3] and threaten transportation, safety and the environment. In China, nearly 71.6% of PM2.5 is from fuel combustion; coal contributes the most to PM2.5. In 2012, SO2, NOX and smoke-dust emission caused by the use of coal individually accounted for 93%, 70% and 67% of the total emission; PM2.5 emission related to the use of coal accounted for 63% of the total emission [4]. If the consumption mode of coal continues, haze-fog in China will be more serious. In addition to the threat of air pollution, the energy structure in China is unreasonable. In 2014, the consumption ratios of coal and renewable energies accounting for the total energy consumption were 66% and 1.79%, respectively, while the values for America were 19.7% and 2.83%, respectively [5]. An unreasonable energy structure is a great threat to energy safety. Additionally, the coal industry in China has been in a depression since 2012. The demand and supply for coal has declined; the coal price has slumped; and the benefits of coal enterprises have shrunk. The tragedy is that this trend continues in 2016. The coal industry in China should find a new and sustainable way to transform itself. In addition, many provinces in China, such as Gansu and Xinjiang, are suffering from heavy wind curtailment [6] that needs to be solved in addition to the coal utilization situation. The future development of coal in China has to meet this great challenge, and a new mode of coal utilization should be explored in China. Electricity is an efficient energy source with no pollution emissions. We consider that if electricity power is substituted for coal to meet the needs of daily life and production, problems such as air pollution and energy structure optimization can be solved. Therefore, the present paper provides detailed analysis regarding this issue.

The cadastral systems of the future can only contribute to the expansion of the scope of ownership by being a system that guarantees this ownership (Steudler et al., 2004). A further contribution is the transformation of current cadastral systems into land information systems and the achievement of sustainable development (Williamson, 2001). In this context, the Cadastre 2014 vision was developed, which aimed to encourage the implementation of LIT team arrangements in cadastral systems, and this vision has been accepted by many countries. Cadastre 2014 includes information and suggestions on the future status of the cadastral systems in the world, current reform projects, and trends related to the cadastre, the role of the cadastre in Cadastre 2014, and what needs to be done to make this role more effective (Cete, 2008). The institution responsible for land administration and cadastre activities in Turkey is the General Directorate of Land Registry and Cadastre (GDLRC), which aims to maintain the services provided at the institutional level in accordance with the understanding of modern land administration realized at the international level. Closely following international developments within the scope of this mission reveals the need to develop policies to integrate standardization studies in the field of land administration into the land title and cadastre system in Turkey. In this context, GDLRC developed various projects and policies in line with its vision for 2014 and organized international scientific conferences. However, in addition to this vision, the social and technological dynamics that will affect the land management in the next 20 years need to be taken into consideration. As a result of these needs, six principles for Cadastre 2034 have been determined (Bennet et al., 2010; Shojaeia et al., 2016). The main aim of Cadastre 2034 is to shape the cadastre of the future by continuing the reform process as developed in Cadastre 2014.

About 90% of global trade in terms of value is seaborne. The seaborne trade is about 7 billion tons annually; usually contributes 15% to global GDP [1]. Global major shipbuilding industry already shifted to the Asian reason, mainly China, South Korea and Japan; the three shipbuilding giant in the world. China has taken an effort and implements a shipbuilding strategy in the beginning of this century to establish itself as a major maritime power. It is now the world largest shipbuilder in terms of gross tonnage and value; leaving behind both Korea and Japan. China is the world largest trading nation and World Bank estimates that, it will continue its economic development in coming future even [2]. CNN [3] reported that Chinese total trade for 2013 reached US$ 4.2 trillion. China overtakes USA and become top trading nation and manufacturing economy in the world in 2014. China?s shipbuilding efforts and strategy has enabled the country to make its shipbuilding industry competitive and efficient and provided an opportunity to describe how a judicious mix of public and private enterprise can kick-start an industry and establish sustainable economic boom [4]. This is a research paper based mainly on primary data collected physically by first author from China from shipbuilding stake holders like renowned shipyards, classification societies, manufacturers of shipbuilding materials and machineries and also secondary information from shipbuilding literatures. Researcher work under CSIC in a renewed shipyard for more than three years in china and analyze the industry by physical involvement. Shipbuilding industry of china is a vast and widely spread around the china coast and riverside. So it is a very complicated and challenging task for a foreigner to analyze the industry. Moreover, language barrier and access to information inside China is also a big challenge. However, everything was under reasonable control due to physical presence in China of the researcher and direct involvement to the industry for three years. This research work mainly focuses on China economic status in context of world economy, global shipbuilding trend, shipbuilding practice in modern days, global shipbuilding order, china shipbuilding growth and Strength Weakness Opportunity Threat (SWOT) analysis of China Shipbuilding Industry.

Energy is an indispensable resource for all human activities—used in different facets of life such as cooking, heating, cooling, lighting, transportation, and production/manufacturing. Energy projections have shown that the need for energy has grown significantly for the last couple of decades, and is expected to maintain such an increasing trend. According to Energy Industry Agency, world energy consumption will increase 56% by 2040 [13]. Increasing demand and the ever so expanding gap between energy production and consumption could lead to global energy crisis, if not dealt properly in a timely manner. Increasing population, industrialization and urbanization force governments to re-make strategic decisions to meet the increasing energy demands. Many countries, including Turkey, have developed energy action plans to address the issue and to mitigate the potential impact of energy shortages. Energy consumption of most every country on the face of the earth has been dependent on the fossil fuels that include petroleum, coal and natural gas, but the reserves of fossil fuels are limited and nonrenewable (this is true even if we consider the latest developments in the oil and gas production industry—i.e., fracking). It is a common belief that in order to sustain daily lives in a reliable way, we need to minimize the usage rate of fossil fuels, since fossil fuels damage the ecosystem and can cause and accelerate the global warming phenomenon. Because of this, renewable energy and related sources/procedures have been gaining increasingly more attention. Awareness of environmental issues, depleting fossil fuels resources, the precarious nature of dependency on fossil fuel/oil imports laid the foundation for the recent interest in the exploitation of renewable energy sources [19]. Renewable energy is deemed to be clean, sustainable, cost-effective, reliable and environmental friendly, and hence can be relied on for the long-term.

The main purpose of the paper is to present the rationale, the methodological details and a practical example of the application of the enhanced SWOT analysis in the context of technological foresight. SWOT analysis is commonly used in foresight studies as an instrument of categorizing significant factors that determine the development of a particular phenomenon or an organization. In its classical form, SWOT analysis is based on the division of phenomena and states that influence the development of an organization into strengths and weaknesses located inside the organization as well as the opportunities and threats located outside the organization [5]. As a result of such division, a four-field SWOT diagram is obtained. An extended SWOT analysis model that includes three criteria of factor division is proposed in the literature [26]. These criteria are: occurrence in time (existing or potential), source of origin (from inside of the system or from the environment), nature of influence (favourable or unfavourable). Such division leads to the creation of an eight-field SWOT diagram. In the opinion of the paper authors, such approach is still insufficient in the context of foresight studies. In foresight projects, SWOT analysis is defined as an analytical tool which should be used for categorizing significant factors that determine the development of a given organization of a territorial entity [6]. When one adopts the foresight approach and aim sat determining the long term visions of the future, the factors that may potentially occur in the future seem to be the most important to study, whereas the already existing factors should be a subject of planning and programming activities with fairly short time perspective. The authors, for the purpose of foresight studies propose an innovative extension of SWOT analysis by an additional dimension: the assessment of factor significance in two time perspectives: the current state and the foresight horizon. As a result, a thirty-two-field SWOT diagram is obtained. The proposed approach constitutes a significant enrichment of foresight methodology. As a result of the proposed enhancement, each group of SWOT factors (strengths, stimuli, weaknesses, counter stimuli, internal opportunities, external opportunties, internal threats, external threats) was additionally split into four fields: factors that are insignificant today and insignificant in the future, factors that are significant today but insignificant in the future, factors that are insignificant today but significant in the future, factors that are significant today and significant in the future [18]. The specificity of foresight research makes one pay special attention to the factors that are of low importance now but may be of high importance in the future. Focusing on drivers which are currently insignificant and are not appreciated by others, but which may lead to a dynamic future growth, is one of the pillars of a good foresight-based strategy [19].