THE ANALYSIS OF COMPETITIVE BEHAVIOUR OF ENTERPRISES IN THE CHOCOLATE AND CONFECTIONARY INDUSTRY

Under conditions of high competitiveness, the chance for survival and development of the enterprise is guaranteed by a quick and efficient analysis of its competitive situation and the main factors that could jeopardize its future functioning. The appropriate behavior of the management staff consisting in fast-paced and rational decisions can become a solid basis for overcoming all the difficulties that the modern economic reality creates. This article makes use of the McKinsey matrix (General Electric), which enabled to analyze competitive behaviors and to evaluate the strategic situation of the chocolate and confectionery industry. The diagnosis has indicated that the applied strategies of the domain must be changed as they inhibit the investment process in the most significant areas of business. Therefore, the aim of the article is to analyze and evaluate the competitive behavior at the level of strategic business units as well to indicate the directions of changes in the adopted strategies. The conducted studies greatly illustrate the overall market balance of the analyzed SMEs enterprises and reflect their strategic situation in the examined industry.