THEORETICAL PREMISES FOR THE CONCEPTION OF ENTERPRISE COMPETITIVENESS
The aim of this contribution is to present a brief summary of basic theoretical premises for the conception of the enterprise competitiveness and its marketing environment analysis. So the attention is given to the defi nition of competitiveness, Porter`s conception of competitive ability and competitive strategy and also to his comparison with present-day approaches. Within the framework of the marketing environment analysis of the enterprise I separately deal with the microenvironment and macroenvironment of the enterprise. In the first case I briefly speak about the structural industry analysis, structural analysis inside the industry and portfolio analysis methods. In the other case the attention is given to Political, Economic, Social and Technological Environment (PEST) Analysis, to main areas of elements interaction in macroenvironment and to the survey of these elements according to Kotler. So the perspective is not concentrated on fi rms only, but also in relation to the environment which they are in.
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