Використання матричних методів у розробці маркетингових стратегій підприємств

Abstract

This work explores the role of matrix methods in developing effective marketing strategies for businesses in a dynamic market environment. Key models such as SWOT analysis, Ansoff’s matrix, PEST analysis, etc. are analyzed for their strategic application. While matrix methods offer simplicity and accessibility, their reliance on expert assessments introduces subjectivity. The study highlights the importance of combining multiple analytical approaches to create a comprehensive and adaptable marketing strategy.