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We present a SWOT analysis of the competitiveness of fruit and vegetables sector carried out by multidimensional scaling. Those present in view of the original methodology and given the obtained results. Identification of criteria for distinguishing objects in a multidimensional scaling was carried out by questionnaire investigation for representative firms. Perception of indicators in groups of "strengths" and "weaknesses" refers to a holistic concept in the minds of respondents - respondents do not separate from context of each particular technology and direct components of production and trading process. This perception determines the need for holistic management concept for the development of positive industry perceived position in terms of competitiveness. Groups of "strengths" and "opportunities" are perceived relatively separately and compactly. Indicators groups "weaknesses" and "threats" are diffuse. It is considered to a greater degree of disorder in the perception of indicators, which are representatives of the negative aspects in the SWOT analysis.