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Competitive Intelligence for Decision-Making in the Company

Student: Ramazanova Amina

Supervisor: Tatyana K. Kravchenko

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Master)

Year of Graduation: 2017

In this paper, the current problem of increasing the effectiveness of strategic planning is being investigated. An approach is proposed to the selection of the optimal competitive strategy, based on combining the SWOT analysis method and decision-making methods. The notion of competitive intelligence is given and its role in strategic planning is described. The systematization of the basic methods of decision-making is carried out. Practical implementation of the developed approach is based on the choice of the optimal strategy for the expansion of the company, operating in the fashion industry, in the US and Canadian markets. To do this, preliminary analysis of the specifics of the market of the fashion industry and the competitive business environment of the company is carried out. The practical significance of the study is that the developed approach can be used in companies in the process of strategic planning to improve efficiency and competitiveness.

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