MATRIX PORTFOLIO AS AN ANALITIC FRAMEWORK FOR STRATEGIC CHOICES OF TOURISM COMPANY

The strategic position of a company represents the sum of the profit potentials of its operating – marketing positions (SBU), and therefore one of the main strategic management tasks is to create and sustain profit potential of a company. Starting point and basic element of portfolio management are SBU, and their identification is one of the most difficult management tasks. Strategic business unit is the smallest operating – marketing (or service – marketing) combination for which its profit potential can be logically identified and for which the development strategy for using that profit potential can be defined. Key words: portfolio, matrix, management, position