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Megatrend revija
2015, vol. 12, iss. 1, pp. 237-256
article language: Serbian
document type: Original Scientific Paper
published on: 18/01/2016
doi: 10.5937/MegRev1501237C
Strategic analysis of the performance of companies trading pharmaceutical products in the Republic of Serbia: As a integrated system of indicators
University of Business Academy in Novi Sad, Faculty of economics and engineering management

e-mail: cmiros@gmail.com

Abstract

Modern approach to strategic analysis is based on the usage of appropriate systems of indicators, economic and financial, that especially stand out, recommending certain models that are discussed in this paper. In addition to the limitations of the availability of data for a specific analysis which is the subject of this paper, attention is focused on the presentation of the method of 'Force Five' pESTLE. This method has been applied for external analysis of the strategic plan as well as a comparative method of analysis of the financial performance of the related activities of the company, as a core internal resource analysis and management of the companies in the business of trading pharmaceutical products in the Republic of Serbia. In the presented analysis we have indicated the possibility of using an integrative internal and external analysis that produced the financial and non-financial information in order to understand the strategic position of the company. Such an integral concept analysis (strategic and operational) creates a unique information and objective basis for the relevant assessment of growth and development and competitive capacity of enterprises.

Keywords

strategic position; enterprise; financial and non-financial performance; internal and external analysis

References

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