title: ÐÐ±ÐµÑÐ¿ÐµÑÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«Ð¢Ð°Ð½Ð´ÐµÑâÂ»â)
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: Ensuring the competitiveness of trade enterprise (on the example of JSC Â«TanderÂ»)
Creators: name: Ð¥Ð°Ð·Ð¾Ð², ÐÐ°ÐºÑÐ¸Ð¼
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: 2023
Subjects: ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
ÑÐ¾ÑÐ³Ð¾Ð²ÑÐ¹ Ð¿ÑÐ¾ÑÐµÑÑ
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸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
trading process
digital technologies
trade 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±ÐµÑÐ¿ÐµÑÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«Ð¢Ð°Ð½Ð´ÐµÑÂ»).ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²Ð¾Ð³Ð¾ ÑÐ¸ÑÐµÐ¹Ð»Ð°, Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Â«ÐÐ°Ð³Ð½Ð¸ÑÂ». Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸:1. ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²Ð¾Ð³Ð¾ ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð¸ Ð²ÑÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¸Ð¾ÑÐ¸ÑÐµÑÐ½ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð².2. ÐÐ½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð¼Ð¸ÐºÑÐ¾ Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð¸ ÑÐ³ÑÐ¾Ð·, Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐµÐ»Ð¾Ð¼.3. ÐÐ½Ð°Ð»Ð¸Ð· Ð¿ÑÐ¸Ð¾ÑÐ¸ÑÐµÑÐ½ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐÐ Â«Ð¢Ð°Ð½Ð´ÐµÑÂ»4. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÐ¼Ð¾Ð³Ð¾ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ.5. ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹.Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð² ÐÐºÑÐ¸Ð¾Ð½ÐµÑÐ½Ð¾Ð¼ Ð¾Ð±ÑÐµÑÑÐ²Ðµ Â«Ð¢Ð°Ð½Ð´ÐµÑÂ». Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð½ÑÑÐ½ÐºÑÑÑÐ° ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²Ð¾Ð³Ð¾ ÑÐ¸ÑÐµÐ¹Ð»Ð°. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð²Ð½ÐµÑÐ½Ð¸Ñ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð¿ÑÐ¸ Ð¿Ð¾Ð¼Ð¾ÑÐ¸ PEST-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, Ð¾ÑÐµÐ½ÐµÐ½Ñ ÑÐ³ÑÐ¾Ð·Ñ Ð¿ÑÐ¸ Ð¿Ð¾Ð¼Ð¾ÑÐ¸ ÐÑÑÐ¸ ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°, Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÑÐ»Ð°Ð±ÑÐµ Ð¸ ÑÐ¸Ð»ÑÐ½ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¼Ð½Ð¾Ð³Ð¾ÑÐ³Ð¾Ð»ÑÐ½Ð¸ÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¸ SWOT â Ð°Ð½Ð°Ð»Ð¸Ð·Ð°.Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð»Ñ ÐÐ Â«Ð¢Ð°Ð½Ð´ÐµÑÂ» Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¸Ð¼ÐµÑÑÐ¸ÑÑÑ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐµÐ¹ Ð¸ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ»Ð°Ð±ÑÑ Ð¸ ÑÐ¸Ð»ÑÐ½ÑÑ ÑÑÐ¾ÑÐ¾Ð½ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ.
description: The subject of the graduate qualification work is Â«Ensuring the competitiveness of trade enterprise (on the example of JSC Â«TanderÂ») Â».The given work is devoted to analysis of the market of food retail, analysis of competitiveness of enterprise and development of marketing enterprises on increase of competitiveness of enterprise Â«MagnetÂ». The study achieved the following objectives:1. Analysis of the grocery retail market and allocation of priority competitors.2. Analysis of marketing micro and macro-environment of the enterprise to identify factors and threats that affect the activity of the company as a whole.3. Analysis of priority competitors and evaluation of competitiveness of JSC Â«TanderÂ»4. Development of marketing measures to increase the competitiveness of the studied trade enterprise and recommendations for their implementation.5. Evaluation of the effectiveness of proposed activities.The work was performed in the Joint Stock Company Â«TanderÂ». In the course of the work, organizational and economic characteristics of the enterprise were considered and the market situation of the product retail was analyzed. The article conducts work on identification of influence of external and internal factors with the help of PEST-analysis, assesses threats with the help of the Five Porter Forces, identifies weaknesses and strengths using a polygon of competitiveness and SWOT - analysis.The result of the work was the development of marketing activities for Â«TanderÂ» JSC on the basis of the existing capabilities and taking into account the weaknesses and strengths of the trading enterprise.