Matrices as a tool for making strategic management decisions

Abstract

The article considers the most famous matrices that are used in strategic marketing in the formation of marketing strategies at various levels of the enterprise’s strategic pyramid. The chronology of the most famous and used in marketing matrices is given. Their advantages and disadvantages are analyzed. It is shown that the marketing strategy forces the organization to evaluate its strengths and weaknesses in terms of competitors, opportunities and threats in the environment. Knowledge of various marketing strategies of enterprises and the ability to effectively formulate and apply them in practical activities will improve the effectiveness of marketing activities of the enterprise. Management measures are proposed for the best choice of marketing strategies in the enterprise.