PERFORMANCE ANALYSIS OF TRADING COMPANIES IN SRBIA BASED ON DIBR - WASPAS METHODS

Abstract

Recently, when analyzing the performance of trading companies, various multi-criteria decision-making methods are increasingly used individually or integrated. In this way, because several criteria are used integrally at the same time, it is better to get a realistic idea of the achieved performance compared to classical methods. Based on that, this paper analyzes the performance of trading companies in Serbia based on the DIBR and WASPAS methods. The results of the WASPAS method show that DELHAIZE SERBIA DOO BELGRADE is in first place. Next: LIDL SERBIA KD NOVA PAZOVA, MERCATOR-S DOO NOVI SAD, NELT CO. DOO BELGRADE, MOL SERBIA DOO BELGRADE, PHOENIX PHARMA DOO BELGRADE, MERCATA VT DOO NOVI SAD, OMV SERBIA DOO BELGRADE, LUKOIL SERBIA DOO BELGRADE and KNEZ PETROL DOO ZEMUN. Foreign retail chains are better positioned than domestic ones. They apply new business methods (multichannel sales - store and electronic, private label, sale of organic products, etc.) and the degree of digitization of the entire business is greater. Overall, under the positive influence of numerous macro and micro factors (favorable economic climate, efficient management of human resources, assets, capital, sales and profit, digitization of the entire business, etc.), the performance of trading companies in Serbia has improved.