How Implementing SWOT-RM at IHI Corporation Improved Strategy Development While Addressing Uncertainties

Roadmapping is an essential strategic planning approach widely used by organizations to navigate technology, innovation, and business developments for achieving strategic goals. However, roadmapping often falls short of fully addressing the complexities of both internal capabilities and external factors that may influence strategic decision-making. While roadmaps enable insightful visualization of strategic time-based plans, they tend to overlook critical uncertainties and risks, potentially leading to undesired outcomes. We introduce an integrated approach in which companies combine roadmapping with SWOT analysis, a well-established method for evaluating internal organizational strengths and weaknesses along with external opportunities and threats. The SWOT-based roadmapping (SWOT-RM) approach offers a comprehensive means to improve the quality, balance, and traceability of strategic options and programs. To demonstrate the utility and applicability of SWOT-RTM, we present results from a case study in IHI Corporation’s transport and logistics sector. We share important insights that practitioners can use to apply SWOT-RM in their organizations.