Management of forest enterprises by marketing decision models | Riadenie lesných podnikov pomocou marketingových rozhodovacích modelov
2012
Jančošková, Z., Technical University in Zvolen (Slovak Republic). Faculty of Forestry | Halaj, D., Technical University in Zvolen (Slovak Republic). Faculty of Forestry
The research study The use of decision models for marketing situational analysis is focused on practical application of marketing decision models to the data of the branch plant Krivan, SWOT analysis, ABC analysis and BCG matrix of growth and share. By the results of SWOT analysis we recommended an aggressive strategy - SO. In ABC analysis, we evaluated the structure of turnover and concentration of ranges divided into groups on the total turnover. Using the BCG matrix we analyzed the business portfolio of selected wood assortments and business portfolio of customers. By ABC analysis we found that the greatest benefit to the business is group A, which includes softwood and hardwood cut outs of III. class and quality. The group A achieved the highest volume of sales and delivery. BCG matrix was applied to softwood and hardwood assortments, which achieve the highest sales volume. The most important assortment from softwood and hardwood is cut outs of III. class and quality. The portfolio of both assortments of wood was quite unbalanced. The portfolio of customers was analyzed based on data of five customers of company by BCG matrix. The most important customer with the highest sales is customer 1. The customers entrepreneurs are stable without major fluctuations. His position in the BCG matrix is the position of stars and moves to the position of cows, which is favourable development for company. This customer is regular and stable asset funds for company. The future development of the other customers (2, 3, and 5) is questionable, because in 2011 they are in position of questions. Their sales volume is significantly lower than the customer 1.
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