Strategic SWOT Analysis with Elements of Scenario Planning in the Evaluation of the Competitiveness of Alior Bank – Case Study
Journal Title: Studia Zarządzania i Finansów Wyższej Szkoły Bankowej w Poznaniu - Year 2017, Vol 12, Issue
Abstract
The process of setting up a business or planning and creating a specific marketing strategy should begin with an analysis of the environment. This involves searching for opportunities and identifying potential risks associated with this environment. In a dynamically developing environment, the success of an enterprise depends primarily on its ability to perceive and exploit emerging market opportunities. Consequently, the awareness of one’s own strengths and weaknesses is essential in the competitive market economy. As part of the competitiveness survey presented in this article, Alior Bank has been selected for a detailed analysis as it is an innovative bank that has been successful in the market despite difficulties experienced by the financial market at the time of its debut.
Authors and Affiliations
Gabriela Gurgul
Keywords
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