Abstract
In this case study for strategic management, we will analyse the company Mercator Dolenjska. The reason we do that is to look how the future of the company could look like, taking into account its advantages and disadvantages. For that we made an analysis of the company, it's internal and external environment. In order to make a logical and detailed business strategy we made a SWOT analysis and via the outcome of this test we tried to find this optimal business strategy. The first part of the paper will handle about the analysis of the external environment. The main purpose here is to make clear the economic, political, social and demographic. It is just a general summary of related information about Slovenia. The second part is a more specific analysis of the external environment of Mercator Dolenjska. It this part we explained the relation between the company and customers, suppliers and competitors. In this part we will also check how big the thread is of new competitors. The third part is all about the internal environment. We will analyse here the financial aspect and the advantages and disadvantages of their products, services, technologies, personnel and organisational structure. The fourth part summarises the whole paper in the SWOT analysis. Per part we look for the most important aspects for the company, together with some comments to see how we can improve it. Than finally the last part is the conclusion of the whole SWOT analysis, in which we look for the vision, mission, goals and strategy.
