A JOINT APPLICATION OF THE SWOT/PEST ANALYSIS FOR EVALUATING COMPETITIVE STRATEGIES IN THE RETAIL MERKET<br>http://dx.doi.org/10.5585/riae.v9i1.1655

Authors

  • Harrison Bachion Ceribeli Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP
  • Lucas Sciencia do Prado Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP
  • Edgard Monforte Merlo Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP

DOI:

https://doi.org/10.5585/ijsm.v9i1.1655

Keywords:

Strategy, Competitive Advantage, Defense Market, SWOT/PEST Analysis.

Abstract

This study aims to discuss and analyze strategies developed by two companies to protect their market share to front the threat of new competitors. A multiple case study was the method undertaken, and two companies were analyzed: a supermarket network and an educational institution. For the results to be analyzed a comparative study was developed, including the strengths, weaknesses, opportunities and threats (SWOT) and the environmental trends in which companies operate (PEST). The data from PEST was classified together with the SWOT analysis, creating a SWOT/PEST matrix for joint analysis of both methods. Consequently, it should be noted that the use of strategies based on strengthening the brand to protect one’s market is effective, since it is accompanied by actions that also focus on the variable price, specifically when new competitors adopt aggressive pricing policies.

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Author Biographies

Harrison Bachion Ceribeli, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP

Mestrando em Administração de Organizações pela FEARP/USP.Prof. Instituto de Ensino Superior COC.

Lucas Sciencia do Prado, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP

Mestrando em Administração de Organizações pela FEARP/USP.

Edgard Monforte Merlo, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto - FEARP/USP

Prof. Dr. FEARP/USPLivre Docente pela FEARP/USP

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Published

27.07.2010

How to Cite

Ceribeli, H. B., do Prado, L. S., & Merlo, E. M. (2010). A JOINT APPLICATION OF THE SWOT/PEST ANALYSIS FOR EVALUATING COMPETITIVE STRATEGIES IN THE RETAIL MERKET<br>http://dx.doi.org/10.5585/riae.v9i1.1655. Revista Ibero-Americana De Estratégia, 9(1), 77–101. https://doi.org/10.5585/ijsm.v9i1.1655

Issue

Vol. 9 No. 1 (2010): RIAE v9n1

Section

Articles

License

Copyright (c) 2010 Iberoamerican Journal of Strategic Management

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