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Marketing support of decision-making at the forest enterprise: A case study on roundwood assortments portfolio

机译：森林决策的营销支持企业：以圆木分类组合为例

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This paper focuses on the marketing support of decision-making at the forest enterprise on the example of forestry products, concretely, of roundwood assortments on the chosen state forest enterprise in the Slovak Republic. The most used marketing decision-making models as SWOT, BCG, and GE matrices with support of ABC analysis were used for chosen research purpose. Additionally, these models were compared to confirm their reliability and expressing power for marketing management of forest enterprise. The conclusions confirm that the use of these models build a strong framework for the decision-making support of forest enterprise management. The outcomes of models contribute to each other and they do not contradict. However, it is necessary to have a strong base of forestry practice knowledge due to the correct interpretation of these models. In contrast to other industrial companies, forest sector is a very specific regarding the long rotation and payback period. The main pillar of the product portfolio and forest enterprise either are assortments of the III. qualitative class and broadleaf pulpwood with the 86% share on total revenues. Concerning the prevalence of threats and company strengths, it is necessary to choose diversification management approach for the product portfolio.
机译：本文侧重于林业企业在林业产品典范中的营销支持，具体而言，在斯洛伐克共和国所选国家林业企业的圆木类别。使用具有支持ABC分析的SWOT，BCG和GE矩阵最常用的营销决策模型用于选择的研究目的。此外，这些模型进行了比较，以确认其可靠性和表达森林企业营销管理的可靠性和能力。结论确认，这些模型的使用为森林企业管理的决策支持建立了强大的框架。模型的结果互相贡献，他们不矛盾。然而，由于对这些模型的正确解释，有必要具有强大的林业实践知识基础。与其他工业公司相比，森林部门对长期旋转和投资回收期非常具体。产品组合和林业企业的主要支柱也是III的分类。定性阶级和阔叶浆材，总收入86％。关于威胁和公司优势的普遍性，有必要选择产品组合的多样化管理方法。

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