ANALYSIS OF THE POSITIONING OF TRADING COMPANIES IN SERBIA USING THE TODIM METHOD

Abstract

Researching the positioning of trading companies globally and in each country, which means in Serbia, is a very challenging issue. In doing so, various methods of multi-criteria decision-making are increasingly being used. This provides a realistic basis for improving the positioning of a specific trading company by applying relevant measures. This study investigates the positioning of trading companies in Serbia using the TODIM method. The results of this study show that the top five trading companies in Serbia include: Delhaize Serbia, Lidl Serbia, Mercator-S, Nelt CO and Phoenix Pharma DOO. In Serbia, Delhaize Serbia ranks first in overall performance. The worst-positioned trading company is DOO Vimeksim SRB Novi Sad. To improve the positioning of trading companies in Serbia, it is necessary to manage business income, profit, assets, capital, and human resources as efficiently as possible. In this direction, it is important to adapt as adequately as possible to dynamic business changes. The function of this is the digitization of the entire business.