Analysis of the gypsum industry in Russia and methods of increasing the competitiveness of the organization on the example of JSC “Khabez Gypsum Plant”
Authors:   North-Caucasus Federal University, Chekalov A. G. , Berezhnaya O. V. ,   North-Caucasus Federal University
Published: August 2024

Introduction. The construction sector reacts to changes with a significant lag, slowing down longer than other industries during difficult periods and recovering longer after the crisis. This is facilitated by the conclusion of long-term construction contracts and the purchase of building materials in sufficient quantities to carry out economic activity. However, the negative economic consequences of the sanctions imposed against Russia affected the construction materials markets, as some construction companies with foreign capital announced the suspension of activities in Russia or withdrawal from the market, as a result of which a decrease in gypsum sales in Russia in 2023-2024 should be expected. Due to these events, domestic manufacturers will have a good opportunity to enter the market and improve their positions in it. Despite the harsh sanctions pressure, large Russian manufacturing organizations are experiencing a relatively favorable period for development in the domestic market. They can improve their positions in the Russian market thanks to a well-structured organizational strategy aimed at satisfying consumers with the quality of their products, as well as their production methods. To remain competitive, it is necessary to keep up with other companies with a similar product in terms of innovation and technology. As an example of competitive analysis, the article discusses the methods of competitive analysis produced for the analysis of the company JSC "Khabez Gypsum Plant". The current position of the organization in the market is considered, the main competitors of the organization and ways to improve the situation in the market are determined. Goal. The purpose of the study is to determine the level of competitiveness of the enterprise JSC "Khabez Gypsum Plant" in comparison with the leading organizations in this industry. Materials and methods. This study provides a competitive analysis of gypsum manufacturers that form the top 14 industries in terms of revenue. The methodological basis of the work was the classical methods of industry analysis and the methodology of competitive analysis [7], based on comparative analysis tools and the construction of competitor maps using dichotomous indicators. As a result of the study, the authors proposed additional industry indicators specific to gypsum production and affecting the competitive environment of this market. The materials and information base of the study were: scientific and informational articles on the state of the industry, open data services (statistical: EMISS, Rosstat website, Rosstat collections; information and analytical databases and counterparty verification services: rusprofile.ru , SPARK-Interfax, etc.) and others. Results and discussion. In 2022, Russian enterprises produced 3,904 thousand tons of construction gypsum, which is 3.3% higher compared to the results of 2021. The average annual increase in production (CAGR) of construction gypsum for the period 2017-2022 amounted to 1.8%. Given the growth trend, as well as the departure of large foreign organizations, large organizations have a good opportunity to gain a foothold in the Russian market. Conclusion. According to the results of the study, it was revealed that there is a growing trend in the gypsum industry and also that the organization under study is constantly progressing, which affects its economic performance. From 2017 to 2022, the growth rate of the organization was 220.7%, and in the period from 2021-2022, 19%. Given the current economic situation in Russia, the company JSC Khabez Gypsum Plant has good prospects in the future. The organization should offer innovative products to the market, as well as modernize the production process, which will reduce the amount of costs.