title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«Ð£Ð½Ð¸Ð²ÐµÑÐ¼Ð°Ð³ Â«ÐÐ¾ÑÐºÐ¾Ð²ÑÐºÐ¸Ð¹Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Ðarketing analysis of the competitiveness of an organization in the St. Petersburg market (by example JSC "Ðoskovsky Department Store")
Creators: name: ÐÑÑÑÐ¾Ð²ÐµÑÑÐ¾Ð²Ð°, ÐÐ°ÑÑÑ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
ÑÐ¾ÑÐ³Ð¾Ð²ÑÐ¹ Ð¿ÑÐ¾ÑÐµÑÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ
competitiveness of the organization
trading process
marketing analysis
competitive strategy
competitive analysis
trading enterprise
retail trade

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«Ð£Ð½Ð¸Ð²ÐµÑÐ¼Ð°Ð³ Â«ÐÐ¾ÑÐºÐ¾Ð²ÑÐºÐ¸Ð¹Â»). Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐºÑÑÐµÐ³Ð¾ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐÐ Â«Ð£Ð½Ð¸Ð²ÐµÑÐ¼Ð°Ð³ Â«ÐÐ¾ÑÐºÐ¾Ð²ÑÐºÐ¸Ð¹Â» Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐÐ Â«Ð£Ð½Ð¸Ð²ÐµÑÐ¼Ð°Ð³ Â«ÐÐ¾ÑÐºÐ¾Ð²ÑÐºÐ¸Ð¹Â». Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ° ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÐÐ Â«Ð£Ð½Ð¸Ð²ÐµÑÐ¼Ð°Ð³ Â«ÐÐ¾ÑÐºÐ¾Ð²ÑÐºÐ¸Ð¹Â» Ð½Ð° ÑÑÐ½ÐºÐµ Ð¿ÑÐµÐ¼Ð¸ÑÐ¼ ÑÑÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð¸ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÐ¾Ð·Ð´Ð°Ð½Ð½Ð¾Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, ÑÐ°ÐºÐ¸Ðµ ÐºÐ°Ðº Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ¸Ð½ÑÐµÐ·, ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, ÑÐ°ÐºÐ¸Ðµ ÐºÐ°Ðº PEST-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¿ÑÑÑ ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ° Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð°ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Microsoft Excel. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Google Ð¸ Yandex. ÐÑÐ»Ð¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð´Ñ ÑÐ°ÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð´Ð°Ð½Ð½ÑÑ, ÐºÐ°Ðº ÐºÐ»Ð°ÑÑÐµÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð²Ð¸Ð·ÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ, ÑÐ¸Ð»ÑÑÑÐ°ÑÐ¸Ñ Ð¸ Ð°Ð³ÑÐµÐ³Ð°ÑÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐ Â«Ð£Ð½Ð¸Ð²ÐµÑÐ¼Ð°Ð³ Â«ÐÐ¾ÑÐºÐ¾Ð²ÑÐºÐ¸Ð¹Â» Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÑÑÑÑ Ð½Ð° Ð¿ÑÐ°ÐºÑÐ¸ÐºÐµ Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸, Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÐµÐ¿ÑÑÐ°ÑÐ¸Ð¸, Ð¿Ð¾Ð´Ð´ÐµÑÐ¶Ð°Ð½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, Ð¾ÑÐ²Ð°ÑÐ° Ð½Ð¾Ð²ÑÑ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¾Ð² Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¸ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð¾Ð±ÑÐµÐ¼Ð¾Ð² ÑÐ±ÑÑÐ°.
description: The subject of the graduate qualification work is "Marketing analysis of the competitiveness of an organization in the St. Petersburg market (by example JSC "Moskovsky Department Store"). The purpose of the work is to study the current state of competitiveness of JSC "Moskovsky Department Store" and develop recommendations for the formation of a competitive strategy of JSC "Moskovsky Department Store". As a result of the work, the competitive strategy of Moskovsky Department Store JSC in the premium fashion retail market and a marketing package for the implementation of the created competitive strategy were developed. In this work, theoretical research methods such as analysis and synthesis, empirical research methods such as PEST analysis, Porters five Forces and SWOT analysis. The Microsoft Excel program was used for data processing. Google and Yandex search engines were used to collect the data needed to complete the work. Data processing methods such as cluster analysis, visualization, filtering and data aggregation have been applied. The developed recommendations for improving the competitiveness of Moskovsky Department Store JSC can be used and applied in practice to increase consumer loyalty, enhance reputation, maintain the image of the organization, reach new audience segments and increase sales volumes.