The present study examines a new hybrid method for improving the usability of SWOT (Strengths, Weaknesses, Opportunities and Threats). A commonly used decision analysis method, TOPSIS is integrated with SWOT analysis. Utilizing the hierarchical fuzzy TOPSIS in SWOT analysis diminishes one of the main deficiencies of this strategic approach that is the restriction of employing quantitative calculation to evaluate the factors that affect the strategies. The result is a hybrid method, which produces the quantitative values for the SWOT factors, and prioritizes the alternative strategies. It could been had the superiority of the hierarchical structure of AHP and easiness of implementation of TOPSIS in group SWOT analysis, and it can remove the weaknesses of the traditional, qualitative SWOT analysis method and improves the quantitative information basis of strategic decision-making processes. Also, in this novel hybrid methodology, Entropy method is used for computing the relative importance of SWOT sub-factors, because the Entropy method actually produces the objective weights which reflect the average intrinsic information generated by a given set of alternatives through each criterion. The hybrid method was tested at an automobile segments manufacturer firm in Iran.