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Summary This article elaborates the assents of SWOT analysis and marketing strategy of Tinex. Tinex is the leading retail business in Macedonia. The first store was opened in 1994 in the capital, Skopje and it is the first retail business in the country. Today Tinex company has four formats: Tinex Market (regular supermarkets), Discount by Tinex (discount supermarkets), Super Tinex (hypermarkets) and Cosmo by Tinex (drugstore). Tinex also has developed private label products called Extra, offering customers extra prices for extra quality. Main Tinex Competitors are: Vero, Sp-Market, Ramstore, Kam, and Tediko. SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the external factors that are favorable and unfavorable to achieve that objective. SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats.
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Tinex SWOT analysis showed its strengths such as: strong brand, leading position on the market, good positions of the stores, different formats, domestic business all privately owed, socially responsible company. Weakness: poor organization, too much human factor in many processes, decentralized ordering of goods and not abequate IT solution. Also the opportunities that Tinex have: furder developing od formats, building distribution center and centalize ordering and expanding the retail network. And the threats: current competition and a new one and economical and political situation in the country. Tinex will continue to follow the trends in foreign markets and learning the tastes and preferences, as well as the needs and capabilities of there customers to mentain the strong and leading position on the market.
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