DIGITALNA ARHIVA ŠUMARSKOG LISTA
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ŠUMARSKI LIST 1-2/2023 str. 47     <-- 47 -->        PDF

relatively large number of companies compete for a limited offer, primarily from the sources of “Srbijašume” PE. Besides, a higher concentration of companies in a certain area, as well as illegal flows of forestry products through the grey economy, create preconditions for (unfair) competition. Considering that the majority of the analysed companies have their own website or use social networks for promotional purposes, the marketing activities of the companies (43.8%) were evaluated as very strong.
SWOT and A’WOT analyses – SWOT i A’WOT analiza
In order to gain insight into the internal characteristics of the companies, the respondents evaluated certain categories as strengths (Table 7).
As extremely important strengths, the largest percentage of respondents rated: good business cooperation with customers (75%), tradition and many years of work experience (56.2%) and proximity to the raw material base (50%). Relationship between price and product quality was assessed by 37.5% of respondents as important and by 34.4% as an extremely important strength. 56.2% of respondents consider meeting deadlines and efficient delivery to be extremely important and 37.5% of them consider it an important strength in their business (Table 7). Cronbach coefficient alpha was 0.73, which indicates a good reliability of the company strengths scale. The mean value of average marks by all respondents was 4.15, and standard deviation was 0.55. The lowest average mark was 2.9, and the highest 5.
A significant component in determining companies’ weaknesses is the identification of one’s own weaknesses and the creation of a business strategy that will help overcome them.
The weaknesses that the respondents evaluated with the highest marks were: high business expenses and restrictions in the supply of raw materials (40.6%). The following were recognized as important weaknesses: lack of qualified and professional workforce, high business expenses and dependence on raw material suppliers (31.2%). The respondents were indifferent towards the obsolescence of equipment and machinery (43.8%) and weakening of the competitive position on the market (40.6%) (Table 8). Cronbach coefficient alpha was 0.77, which indicates a good reliability of the company weaknesses scale. The average mark of all companies was 3.18, and standard deviation was 0.78. The lowest average mark was 1, and the highest 4.7.