Using matrix analysis methods in marketing strategy in manufacturing enterprises
DOI:
https://doi.org/10.5281/zenodo.17080342Keywords:
enterprise, market, product, competition, environment, strategic analysis, BCG matrix, product life cycleAbstract
This article examines decision-making about the positioning of enterprises in the market, the scope and practical
application of the BCG matrix, and the challenges that arise in its use. Particular attention is given to the possibility of
assuming market instability, the complexity of considering the life cycles of individual products and technologies, and the
accuracy of determining competitive positions based on market share. The study emphasizes the importance of strategic
analysis in enabling enterprises to adapt to environmental changes, strengthen competitiveness, and make informed
management decisions
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