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

Abstract

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.