Научная визуализация, 2021, том 13, номер 2, страницы 10 - 23, DOI: 10.26583/sv.13.2.02
Development of a Matrix Tool for Visual Market Research in Strategic Management
Автор: N.N. Krupina1
St. Petersburg State Agrarian University, St. Petersburg, Pushkin
1 ORCID: 0000-0002-7983-845X, Krupina_n17@ mail.ru
Аннотация
A dynamic market environment and active digitalization require an increase in the scientific level of tools for making strategic management decisions. Of particular importance is the intuitive matrix method of visual research of strategic management zone (SMZ), which is understandable to specialists. On the basis of the classical matrices «market – product» and «buyer – seller», the hypothesis of the feasibility of using an additional structured diagnostic test to increase the validity and reliability of the strategy choice is investigated. The test covers a wide range of factors and allows you to comprehensively reflect the current state of the enterprise in the field of demand, assess the resource potential and position relative to competitors. An illustrative example discusses a double matrix technique for visual analysis of the introduction of a new product (non-drinking water) to the market. Taking into account the advantages of matrices as an analytical tool and their potential from the point of view of visualizing the subject area of the professional task under study, possible effective graphic images are considered that reduce the difficulties of perceiving the data array, speed up and facilitate the work of an expert, and increase the reliability of solutions.
Ключевые слова: strategy, strategic management zone, decision selection, matrix, visual matrix study, double matrix analysis technique, market, product, diagnostic test, infographics.
