Analysis of competitors and development of recommendations for choosing a competitive strategy for the «lenta» company
| Jazyk: | ruština |
|---|---|
| Rok vydání: | 2022 |
| Předmět: | |
| DOI: | 10.18720/spbpu/3/2022/vr/vr22-3234 |
| Popis: | ЦелÑÑ Ð²ÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ ÑвлÑеÑÑÑ Ð¿Ñоведение каÑеÑÑвенного анализа оÑновнÑÑ ÑекÑÑÐ¸Ñ ÐºÐ¾Ð½ÐºÑÑенÑов компании «ÐенÑа» и ÑазÑабоÑка Ð¿Ð¾Ð´Ñ Ð¾Ð´ÑÑей конкÑÑенÑной ÑÑÑаÑегии в ÑооÑвеÑÑÑвии Ñ Ð¸Ñогами пÑоведÑнного иÑÑледованиÑ. ÐбÑекÑом иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑÑÑÑÐ¿Ð°ÐµÑ ÐÐР«ÐÐÐТл, оÑÐ½Ð¾Ð²Ð°Ð½Ð½Ð°Ñ 25 окÑÑбÑÑ 1993 года пÑедпÑинимаÑелем Ðлегом ÐикÑоÑовиÑем ÐеÑебÑовÑм. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â пÑоÑеÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, оÑенки деÑÑелÑноÑÑи конкÑÑенÑов и измеÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑенÑоÑпоÑобноÑÑи пÑедпÑиÑÑÐ¸Ñ Ð´Ð»Ñ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ñ ÑпÑавленÑеÑÐºÐ¸Ñ ÑеÑений. ÐÑакÑиÑеÑÐºÐ°Ñ Ð·Ð½Ð°ÑимоÑÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð·Ð°ÐºÐ»ÑÑаеÑÑÑ Ð² ÑазÑабоÑке ÑекомендаÑий, коÑоÑÑе могÑÑ Ð±ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÐµÐ¹ «ÐенÑа», оказÑваÑÑей ÑÑлÑги по ÑозниÑной ÑоÑговле. Ð ÑеоÑеÑиÑеÑкой ÑаÑÑи вÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ Ð´Ð°Ð½Ð° Ñ Ð°ÑакÑеÑиÑÑика понÑÑÐ¸Ñ ÐºÐ¾Ð½ÐºÑÑенÑоÑпоÑобноÑÑи пÑедпÑиÑÑиÑ, бÑли пÑедÑÑÐ°Ð²Ð»ÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð´Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° конкÑÑенÑной ÑÑедÑ, а Ñакже опиÑÐ°Ð½Ñ ÑÑÑаÑегии конкÑÑенÑии, пÑедложеннÑе Ðайклом ÐоÑÑеÑом. ÐналиÑиÑеÑÐºÐ°Ñ ÑаÑÑÑ ÑодеÑÐ¶Ð¸Ñ ÑÐµÑ Ð½Ð¸ÐºÐ¾-ÑкономиÑеÑкий анализ компании, Ñ Ð°ÑакÑеÑиÑÑÐ¸ÐºÑ ÐµÑ Ð¼Ð°ÑкеÑинговой деÑÑелÑноÑÑи, анализ конкÑÑенÑов и ÑаÑÑÑÑÑ ÐºÐ¾Ð½ÐºÑÑенÑоÑпоÑобноÑÑи. ÐÑакÑиÑеÑÐºÐ°Ñ ÑаÑÑÑ Ð¿Ð¾ÑвÑÑена ÑазÑабоÑке ÑекомендаÑий по повÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑенÑоÑпоÑобноÑÑи компании. ÐÑл ÑазÑабоÑан и подÑобно опиÑан план пÑодвижениÑ, вклÑÑаÑÑий в ÑÐµÐ±Ñ Ð¿Ñоведение Ñекламной кампании; пÑоведÑн ÑаÑÑÑÑ ÑинанÑовÑÑ Ð·Ð°ÑÑаÑ, медиаплана, оÑенена ÑÑÑекÑивноÑÑÑ Ð¿ÑоведÑннÑÑ Ð¼ÐµÑопÑиÑÑий. РезÑлÑÑаÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ Ð±Ñли иÑполÑзованÑ, ÑÑÐ¾Ð±Ñ Ð¿ÑедложиÑÑ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ «ÐÐÐТл ÑекомендаÑии по вÑбоÑÑ ÐºÐ¾Ð½ÐºÑÑенÑной ÑÑÑаÑегии, коÑоÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ ÑÐ¼Ð¾Ð¶ÐµÑ Ð¸ÑполÑзоваÑÑ Ð´Ð»Ñ ÑÑÑекÑивного пÑодвижениÑ. ÐÑла вÑбÑана ÑÑÑаÑÐµÐ³Ð¸Ñ Ð»Ð¸Ð´ÐµÑÑÑва в Ñене, а Ñакже пÑоведена ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð² наиболее попÑлÑÑнÑÑ Ð¸Ð½ÑеÑнеÑ-ÑеÑÑÑÑÐ°Ñ : «ÐÐонÑакÑе», «Telegram», а Ñакже SMS-Ñеклама. The theme of the graduate qualification paper is "Market analysis and development of recommendations for choosing a competitive strategy for the «Lenta» company." The purpose of the graduate qualification paper is to conduct a qualitative analysis of the main current competitors of «Lenta» and develop a suitable competitive strategy in accordance with the results of the study. The object of the study is LENTA LLC, founded on October 25, 1993, by entrepreneur Oleg Viktorovich Zherebtsov. The subject of the study is the processes of analysis, evaluation of competitors' activities and measuring the competitiveness of an enterprise to justify management decisions. The practical significance of the study lies in the development of recommendations that can be applied by the «Lenta» company, which provides retail services.In the theoretical part of the graduate qualification paper, a description of the concept of enterprise competitiveness was given, methods for analyzing the competitive environment were presented, and competition strategies proposed by Michael Porter were described. The analytical part contains a technical and economic analysis of the company, a description of its marketing activities, competitor analysis and competitiveness calculations. The practical part is devoted to the development of recommendations to improve the competitiveness of the company. A promotion plan was developed and described in detail, including an advertising campaign; the calculation of financial costs, media plan was carried out, the effectiveness of the measures taken was evaluated. The results of the study of the graduate qualification paper were used to offer recommendations for the «Lenta» company on the choice of a competitive strategy that the company can use in the future for effective promotion. A price leadership strategy was chosen, and an advertising campaign was carried out in the most popular Internet resources: VKontakte, Telegram, as well as SMS advertising. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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