Competitive positioning: analysis and generalization of the enterprise's experience

Abstract

At present time, product positioning, research and analysis of external and internal environment factors that influence the competitive positioning of an enterprise are a necessary attribute of marketing for a modern company. The relevance of the material considered in the article, devoted to competitive positioning of the enterprise, is determined by the fact that the publication presents the results of research on the competitive positioning of products of one of the leading enterprise of the alcohol industry in Russia based on the use of modern methods of marketing analysis. The designated features of the process competitive positioning. The use of analytical marketing tools allowed us to analyze and to complete of experience competitive positioning of certain segments alcoholic products of LVZ «Saransky». The purpose of the research is complete of successful experience competitive positioning of the enterprise based on the analysis its development for positioning and promotion of alcoholic products on the marcet. The tasks of this work involve the analysis of external and internal environment factors that affect the choice of competitive positioning strategies for alcoholic products of the enterprise; research of the processes of strategic competitive positioning of the main types of alcoholic products of LVZ «Saransky»; assessment of the effectiveness of competitive positioning of alcoholic products of the enterprise. The results of the research are that by analysis of competitive positioning, using various marketing tools (analysis of the macro and micro environment of the enterprise, building maps of the positioning of the main types of products enterprise and its competitors, conducting segmentation analysis on various parameters, etc.), is revealed the practice of successful experience of competitive positioning and promotion of alcoholic products of the enterprise on the market of the Republic of Mordovia.