Open AccessMARKETING MONITORING OF COMPANY COMPETITIVE OPPORTUNITIES IN THE NON-FOOD MARKET
Author(s) -
Iryna Kovshova,
Viktoriia Hlushchenko
Publication year - 2021
Publication title -
shìdna êvropa: ekonomìka, bìznes ta upravlìnnâ
Language(s) - English
Resource type - Journals
ISSN - 2518-1971
DOI - 10.32782/easterneurope.30-6
Subject(s) - competitor analysis , standardization , marketing , business , process (computing) , marketing strategy , competitive advantage , market share , industrial organization , computer science , operating system
The article describes the standardized process of marketing monitoring of the company's competitive opportunities in the non-food market of Ukraine. The concept of "marketing monitoring of the company's competitive capabilities" is defined, which specifies the areas of application and summarizes the main modern functions of the process. Moreover, trends in the development of the non-food market in Ukraine have been studied. The research determined by the problem of maintaining a high level of competitiveness in the company is one of the most important today, so this monitoring process satisfies the need for facilitation and standardization for non-food market representatives. The concepts of competitiveness, monitoring and their types analyzed by domestic and foreign scientists provided the basis for the development of a unified scheme of the monitoring process. Further research may be aimed at the introduction of this standardized process in the activities of firms representing the non-food market and analysis of the results that will be obtained after its development. The standardized process of marketing monitoring of the company's competitive opportunities has been tested on the example of Carlo Pazolini, which owns a network of shoe and accessory stores. The main stages of the process are described and the allocation of a separate subprocess for direct marketing monitoring of competitors with the involvement of company employees as mystery shoppers is substantiated. The developed process of marketing monitoring of the company's competitive capabilities allows: to increase the level of competitiveness due to a detailed study of the strengths and weaknesses of the company and major competitors; to introduce the best and most effective technologies and methods to increase consumer loyalty to the brand; clearly delineate the areas of responsibility of employees and monitor the implementation of the process; evaluate the company's performance compared to major competitors and increase the level of competitiveness. Prospects for further research are to develop a process of marketing monitoring of the company's competitive opportunities in the food market.