Απόκτηση και διατήρηση ανταγωνιστικού πλεονεκτήματος - Μελέτη περίπτωσης: Aegean Marine Petroleum
KeywordsΣτρατηγικό μάνατζμεντ ; Στρατηγική ; Ανταγωνιστικό πλεονέκτημα ; Ανάλυση περιβάλλοντος ; Aegean Marine Petroleum ; Ναυτιλία
The purpose of this Dissertation is to contribute to the conceptual clarification of the competitive advantage in the modern globalized environment. The methodology applied is qualitative analysis of secondary data with an overview of the international literature and case study analysis of AEGEAN MARINE PETROLEUM, a shipping company operating in Greece. By applying PEST, Porter’s model and SWOT analysis, the Dissertation finds that AEGEAN MARINE PETROLEUM has a strong distribution network in more than 30 countries and a successful track record of integrating technology companies, while its highly-skilled human resources contributes greatly to customer satisfaction. The company is geared to provide value in the long run in response to the changing needs of its global customer base and has adopted a long-term growth position, effectively operating under difficult market conditions and increased competition. One point of attention is the impact of the global crisis and the reduced liquidity of the financial markets, which may cause problems in financing the company's obligations in the future. Finally, fleet growth, identifying suitable markets for expansion, training of human resources, improving control and management processes, effective management of customer relationships and suppliers, and attracting and retaining new customers are factors that contribute to the competitive advantage of AEGEAN MARINE PETROLEUM.