In today world, organizations’ performance and making the sustainable competitive strength have become incrementally important for them according to the quick global evolutions. The dairy industry is one of the most important industries which has made very competitive environment. The case study of this research is Kaleh Dairy Company as one of the active companies in dairy industries. One of the most important strategic management tool called SWOT analysis was used in this research to determine the position of Kaleh Company. IE, IFE, and EFE matrices have been used to determine the proper strategies and competitive position of the company. SWOT technique was mixed with TRIZ to remove defects and improve SWOT technique and also formulate strategies. Then, the formulated strategies were prioritized by gray ORESTE to rank strategies for lack of information and non-precision data which was resulted by experts using verbal variables. Manuscript profile