Strategic analysis of competitive advantages of light industry and fashion industry enterprises

Abstract

Subject. The article considers the role of competitive advantages for the light industry and fashion industry. Objectives. The purpose is to perform a strategic analysis of the light industry and fashion industry enterprise, determine the role of competitive advantages for the strategic leadership of light industry and fashion industry enterprises (Inditex company). Methods. The study employs methods of economic analysis, synthesis, and comparison, the well–known concepts of strategic marketing and branding, the methodology of strategizing by V.L. Kvint, a foreign member of the Russian Academy of Sciences, and fashion strategizing, the industry methodology of strategizing in the field of light industry and fashion industry. Results. Based on the analysis, I substantiated the hypothesis that competitive advantages play the most significant role for the formation of a unique business model that provides strategic leadership. The paper offers a conceptual scheme of identified competitive advantages based on the value-added cycle for the industry. Conclusions. The findings can be used by companies of the industrial sector to form their own competitive advantages and strengthen their positions in the market. Managerial flexibility together with implemented innovations ensure full satisfaction of customer needs, which is confirmed by economic and financial indicators.