APPLICATION OF THE FUZZY HIERARCHICAL ANALYTICAL PROCESS IN STRATEGIC MANAGEMENT: A CASE ANALYSIS IN A CUBAN HOTEL OF THE IBEROSTAR CHAIN

The establishment of strategic priorities in an organization can be improved through the use of a distributed shakeout analysis process in conjunction with a SWOT analysis. The objective of this study was to apply this process to the strategic management of a hotel of the Iberostar chain in Cuba. Using an empirical methodology of observational, descriptive, transversal and retrospective type, Buckley's model was used with certain modifications made through a case study, combining the SWOT analysis with the hierarchical fuzzy analytical process. Four strategies were used: FO (29.7%), FA. (25.0%), DO (23.0%) and DA (22.4%). Through sensitivity analysis, the FO strategy was determined to be the most important. Further research along these lines is advised. The strategies identified will allow the hotel to increase the caliber of its services, strengthen its capacity to import goods and compete, among other advantages.