Evaluation of the performance of trading companies in Serbia using the FF-WASPAS and WASPAS methods

Abstract

The main goal of this research paper is to comprehensively analyze the performance of trading companies in Serbia and propose appropriate measures for future improvement. In the specific case study, DELHAIZE Serbia achieved a return on sales of 2.50%, a return on assets of 3.56% and a return on capital of 6.95% in 2021. On the other hand, LIDL Serbia achieved a return on sales of 5.77%, a return on assets of 6.66% and a return on capital of 12.55% in the same year. Thus, LIDL Serbia performed more successfully than DELHAIZE Serbia. In general, foreign retail chains demonstrate better performance than domestic ones. One reason for this is that they adopt newer business methods and have a higher degree of digitization of the entire business.