Στρατηγικό μάνατζμεντ και διαχείριση των πωλήσεων στις μικρές και μεσαίες επιχειρήσεις, μελέτη περίπτωσης μιας εμπορικής επιχείρησης

Στρεμμένος, Άγγελος

Master Thesis

Author

Στρεμμένος, Άγγελος

Date

2021

Abstract

This thesis examines the role of Strategic Management in the management of sales in SMEs and whether SMEs in Greece adopt strategies in the management and development of sales. SMEs are the engine of growth in all developed economies, because they create jobs to a greater extent than larger firms. 81% in Greece have seen an increase in the intensity of competition in recent years. Greek SMEs are compared to those in the EU only in entrepreneurship, while they are disadvantaged in all other areas, such as finance, mamagment, globalisation and innovation. The reasons for the low competitiveness of Greek SMEs are attributed to the different strategy they follow. In Greece, one in two SMEs is related to the defensive strategy, while only one in four adopts an offensive strategy, with technological upgrading, promotion and production of new products on the market. The disparity in the strategy pursued by SMEs in Greece is due to their different investment and investment orientation. There are two main parts to this paper. The first part deals with the theoretical approach to SME strategies and consists of three chapters. The second part concerns the practical investigation with special emphasis on the trading company SA TRADE OF PROFESSIONAL PRODUCTS, consisting of seven chapters. The theoretical approach starts with the basic characteristics of SMEs. They then refer to the analysis of the external and internal environment of a firm using PESTLE analysis, Porter's model and the analysis of Resources and Capabilities, concluding through SWOT analysis to the strengths, weaknesses, opportunities and threats of the firm. Completing the first part, the alternative sales strategies of a company in business are presented. The second part of the practical investigation starts with a reference to the sales strategy followed by SA TRADE OF PROFESSIONAL PRODUCTS. The following describes the company's profile and the existing strategies it is implementing. The business and the trade sector in the tourism sector are analysed in depth as the external and internal environment of the company under examination is investigated. In the two chapters that follow, the alternative strategies that an SME can implement in the crisis are presented and the strategy that could be implemented by the company SA TRADE OF PROFESSIONAL PRODUCTS is proposed, according to the preceding analysis.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/14614
http://dx.doi.org/10.26267/unipi_dione/2037

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα