Marketing tools for determining competitive advantages of postal operators

Abstract

The purpose. The work is devoted to the definition of competitive advantages of postal operators in Ukraine using marketing tools. Methods . The theoretical basis of the study was the scientific works of domestic and foreign scientists on the formation of strategies for achieving competitive advantages of the enterprise. To achieve the stated goal, methods such as system and factor analysis, methods of comparisons, generalizations and analogies, an analytical method, a statistical method, an expert evaluation method, and in particular a marketing tool: SWOT analysis, ADL analysis, are used. The Results . The market of postal communication of Ukraine is investigated; the marketing analysis of operators-leaders of postal communication of Ukraine is carried out with the help of tools of SWOT-analysis and ADL-analysis with definition of their competitive advantages. Based on the conducted researches directions of increase of competitiveness of postal operators of Ukraine are determined. Scientific novelty and practical significance . The authors of the article determined that it is the application of marketing tools that provides the opportunity to determine the competitive advantages of postal operators at the current stage of the postal services market development. The article has developed the directions that help to increase the level of competitiveness of operators and their further development in the national and international market of postal services.