APPLICATION OF MARKETING ANALYSIS METHODS IN STRATEGIC MANAGEMENT OF COMPETITIVENESS OF ENVIRONMENTALLY ORIENTED NON-GOVERNMENTAL ORGANIZATIONS
DOI:
https://doi.org/10.31471/2409-0948-2026-1(33)-212-227Keywords:
strategic competitiveness management; marketing, competitive and strategic analysis methods; SNW-analysis; SWOT-analysis; environmentally oriented non-governmental organizationsAbstract
In the context of dynamic changes and increasing environmental challenges, environmentally oriented non-profit organizations are playing an increasingly important role in shaping the sustainable development of society. The need for efficient use of limited resources and the strengthening of their impact on solving social problems require the application of appropriate methods for analyzing the organizational environment and strategically managing their competitiveness.
The purpose of the study is to apply marketing analysis methods to the management of the strategic competitiveness of environmentally oriented non-governmental organizations. The following tasks are addressed in the paper: to investigate the specific features of environmentally oriented activities of non-governmental organizations; based on the analysis of scientific publications, to propose the author’s definition of the concept of “competitiveness management of environmentally oriented non-governmental organizations”; to identify the factors ensuring the competitiveness of environmentally oriented NGOs; to determine and apply methods of marketing, competitive, and strategic analysis that take into account the specifics of NGO activities for assessing and analyzing the operational environment of the NGO “Zero Waste Ivano-Frankivsk,” including: analysis of competitive forces using Porter’s Five Forces model; stakeholder analysis using the Stakeholder Analysis method and identification of interaction strategies; analysis of public attitudes toward environmental issues using questionnaires; identification of strengths, neutral positions, and weaknesses in the NGO’s activities based on SNW analysis; assessment of the degree of threats to the NGO’s activities using fuzzy set theory; development of strategic alternatives and selection of a competitive strategy based on SWOT analysis; to determine priority directions for strategic competitiveness management of the NGO “Zero Waste Ivano-Frankivsk” and expected outcomes based on the conducted research.
The study demonstrates the feasibility of applying marketing, strategic, and competitive analysis methods for the formation of a competitive strategy and further directions for its implementation.
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