Abstract
The article considers the value of the market capacity indicator for the effective operation of a modern organization. The definition of market capacity indicators that will be used in this study is given as the actual or potential number of products that are sold or may be sold in the future for a certain period of time in the market under study. Market capacity indicators are estimated for the company Mir Kraski LLC, which is located in Rostov-on-don. We study competitor companies selling paint and varnish materials in the construction market of the Rostov region, study the types of competitors and determine their place in relation to the organization under study. Based on statistical data, we study the performance of the production volume of paints, analyzes the seasonality of demand for these products, calculated potential, actual, and available market capacity covered by the organization that sells building materials and its main competitors. The dependence of sales on the season is revealed, there is an increase in the spring months and a decline in sales in the fall. The analysis will be carried out on the basis of activities such as wholesale and retail trade in building materials, taking into account the location, market level, assortment of goods and the involvement of middle-level consumers in trade relations. According to the results of the analysis, it was revealed that the organization under study occupies the third place among its competitors on the basis of calculating the potential, actual and available market capacity, and it is concluded that it is possible to use market capacity indicators to assess the organization’s effective activity. The company “World of Colors” was invited to introduce new strategies for the development of the organization’s economic activity so that in the future it could outperform the economic indicators of competing firms.
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