ECONOMICS, MANAGEMENT AND ORGANIZATION OF CONSTRUCTION PROCESSES

Influence of the set of marketing tools on competitive abilitiesof enterprises

Vestnik MGSU 9/2013
  • Khusnutdinov Rinat Almazovich - Moscow State University of Civil Engineering (MGSU) Candidate of Economic Sciences, Associate Professor, Associate Professor, Department of Management and Innovations, Director, Department of Purchases, Moscow State University of Civil Engineering (MGSU), 26 Yaroslavskoe shosse, Moscow, 129337, Russian Federation; This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Pages 130-134

At present, most markets demonstrate fierce competition; therefore, only those companies that have distinctive competitive advantages develop successfully in this environment. Development and maintenance of competitive advantages is a key objective of any enterprise. A competitive company is a sustainable and profitable undertaking.Competitive ability of an organization is a factor of its success in the market. Presently, the majority of markets experience tough competition, and any success in this environment requires a clear marketing strategy. Gaining and maintaining competitive advantages is the key objective of an enterprise.The degree of improvement of goods has also reached the limit beyond which consumers are no longer able to recognize the real qualitative change. As a result, businesses have to make skyrocketing efforts towards advertising. Only advertizing can showcase the degree of modernization of consumer products and convince customers of superiority of one product over another. The fight for a consumer is transferred from the "price vs. quality" domain into the domain of the company's ability to showcase new features of consumer products. The present-day system of competition management through pricing has lost some of its paramount importance to nonprice competitive practices. Market success makes companies polish their competitive strengths and abilities through effective marketing strategies that take account of the marketing techniques employed by their competitors, as well as the needs of their current and future customers. Most of them are focused on advanced computer technologies, the most important element of which is the Internet.

DOI: 10.22227/1997-0935.2013.9.130-134

References
  1. Kotler F., Keller K.L. Marketing. Menedzhment [Marketing Management]. St.Petersburg, Piter Publ., 2012, 816 p.
  2. Khusnutdinov R.A. Vozmozhnosti povysheniya konkurentosposobnosti ekonomiki strany v usloviyakh globalizatsii ekonomicheskikh protsessov [Options for Improvement of Competitive Abilities of a Country in the Framework of Globalization of Economic Processes]. Vestnik MGSU [Proceedings of Moscow State University of Civil Engineering]. 2011, no. 6, pp. 109—112.

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