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Specialist Market Analysis Methods and the Strategic Decision-making Process in the Polish Clothing Companies

General problems of the fibre and textile industries

Author:

  • Grandys Ewa
    Institute of World Economy and Textile Marketing, Technical Universty of Lodz, Łódź, Poland

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Abstract:

A company should base its strategic decisions on an assessment of its market position. Such assessments require specialist research methods to be applied, consistent with the goals pursued. One such tool which may be very helpful in this process is the growth-share matrix, developed by the Boston Consulting Group. This has been used to assess Polish clothing companies. As a result, the research sample have been put into four groups of companies. The article describes the groups and indicates what can make them grow, but it also identifies organisations with slim chances for resisting pressure from their European competitors. Additionally, the research results have been correlated with the theoretical strategic elements. A comparison has been made of companies’ goals, investment outlays and behaviour related to the risk undertaken. Information on the companies has been obtained by questionnaire surveys. Their findings confirm that clothing companies’ should base their strategic decisions on specialist methods of market analysis.

Tags:

clothing, BCG matrix, comparative advantage, sources of competitive advantage

Published in issue no 1 (60) / 2007, pages 7–10.

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FIBRES & TEXTILES
in Eastern Europe
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90-570 Łódź, Poland
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FIBRES & TEXTILES in Eastern Europe 19/27 M. Skłodowskiej-Curie Str., 90-570 Łódź, Poland e-mail: infor@lit.lukasiewicz.gov.pl; ftee@lit.lukasiewicz.gov.pl

EDITORIAL DEPARTMENT
Editor-in-Chief Dariusz Wawro, Head of Editorial Office Janusz Kazimierczak, Text Editor Geoffrey Large, Assistant Editor Anna WahlProduction Łukasiewicz-ŁIT

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