STRATEGIC ANALYSIS MODEL. PORTER'S 5 FORCES MODEL: CASE STUDY

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The research is an analysis of strategic management for a company in the field of retail in Romania using the model of the 5 forces of Porter. The biggest threats in the Romanian retail market come from the area of the existing competition but also of the new entrants, the company facing real problems due to this, being obliged to identify new spaces on this market. In the case of the company that is the subject of this case study, this is obvious, given the fact that the Romanian market has been invaded in the last 10 years by companies with foreign private capital. Thus, the company makes great efforts to be able to withstand a competitive market of such a nature, this being possible only by developing new approaches. In this context, the main purpose of the research is to determine the strategic mistakes of Romanian retail companies. In order to achieve the objective, the research is trying to answer the question: Is strategic management the cause for which Romanian retail companies fail? The importance of the research is given by the fact that the retail sector is the main component of GDP in Romania, in 2020 it has or gross growth of 2.2% compared to 2019.

Anahtar Kelimeler

• Retail market
• strategic management
• performance.