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Analiza sytuacji rynkowej międzynarodowego koncernu handlowego

Skierski J., Wojciechowski Z.

Nowoczesne Systemy Zarządzania

2011

T. 6, nr 1

109--130

In modern corporations, the base to achieve competitive advantage is the ability to make a strategic analysis using appropriate methods. Verification of selected methods in practice, was based on concern Metro Group, which is the leader in the market trade sector. Analysis of the results obtained by the SWOT/TOWS method, presented in eight so-called matrix connections, allowed to identify development strategy, which is the most wanted option of action. To verify of this strategy was used Strategic Development Board. Established hierarchy of the main external factors (22) and internal factors (16). The survey researches was made with managers of concern (11 respondents), to objectively define the most important criteria. The results of these research allowed for identification of indicators: attractiveness of concern, attractiveness of the surroundings, the market power of concern. The obtained results confirmed the strategy indicated above.