employee
student
student
UDC 339.138
This article uses marketing research to evaluate the effectiveness and competitive positioning of companies in the wholesale sector of building materials. The study includes financial indicators such as revenue, equity and return on assets, as well as intangible elements such as product range, reputation, quality and degree of online presence. The dynamics of profitability of Almazservice LLC, Impart LLC and Rubikor LLC for 2022-2024, as well as the advantages and disadvantages of the companies and potential ways to improve marketing plans are considered. Special attention is paid to search queries, social media activity, and Internet technologies as tools to increase audience awareness and engagement. The results demonstrate how an objective assessment of competitiveness, changes in pricing strategies and optimization of the product range are made possible by integrating financial and intangible variables, guaranteeing long-term growth and strengthening the position of the business in the market.
marketing research, competitiveness, profitability, digital presence, reputation, promotion strategy
1. Alieva, M. K. Sovremennye instrumenty v marketingovoy deyatel'nosti / M. K. Alieva // Aktual'nye voprosy sovremennoy ekonomiki. – 2023. – № 4. – S. 276-280.
2. Zavgorodnyaya, E. V. Analiz finansovogo sostoyaniya OOO «Monarh k» / E. V. Zavgorodnyaya, V. E. Bobrysheva // Upravlenie v 21 veke: problemy i perspektivy : Materialy IV Mezhdunarodnoy nauchno-prakticheskoy konferencii, posvyaschennoy 20-letiyu kafedry gosudarstvennogo i municipal'nogo upravleniya Kubanskogo gosudarstvennogo agrarnogo universiteta imeni I.T. Trubilina, Krasnodar, 14 dekabrya 2023 goda. – Krasnodar: Krasnodarskiy CNTI - filial FGBU «REA» Minenergo RF, 2024. – S. 184-197.
3. Molokova, A. A. Sovremennye instrumenty integrirovannyh marketingovyh kommunikaciy v onlayn-srede / A. A. Molokova // Molodoy uchenyy. – 2022. – № 39(434). – S. 76-78.
4. Razvitie strategicheskogo marketinga v usloviyah cifrovizacii rossiyskoy ekonomiki / I. G. Ivanova, E. Yu. Perebeynos, P. Yu. Tereschenko, Yu. N. Biryukova // Ekonomika i predprinimatel'stvo. – 2023. – № 1(150). – S. 169-173.
5. Fattahov, A. A. Marketingovyy analiz kak instrument snizheniya predprinimatel'skogo riska / A. A. Fattahov, K. A. Vorob'ev // Internauka. – 2023. – № 20-7(290). – S. 56-58.
6. Cherepuhin, T. Yu. Znachenie i suschnost' brendinga territorii / T. Yu. Cherepuhin // Ekonomika i marketing: novyy vzglyad : VI Regional'naya nauchno-prakticheskaya konferenciya, Stavropol', 20–22 maya 2013 goda. Tom 1. – Stavropol': Izdatel'stvo «AGRUS», 2013. – S. 88-91.
