UDC 338.1

Bazilevich S.V.¹ (Omsk, Russian Federation) – bsv65@mail.ru; Lipkina E.D.¹ (Omsk, Russian Federation) – lipkina58@mail.ru

¹Omsk State Transport University

Abstract.  The article discusses the main components that should be taken into account for the sustainable development of a modern company, strengthening its market position and increasing competitiveness. The authors found that with the development of innovative activity, corresponding competitive advantages are formed; therefore, the problem of increasing competitiveness remains one of the most pressing, since it is a key factor in the successful existence of enterprises in market conditions and in achieving their goals. The authors selected the beauty salon LLC «SK Nimfa» for the study and assessed its competitiveness using the 4P model. It has been determined that the main factor that should be improved is the pricing policy. Next, an analysis of competitiveness was carried out based on success factors and a competitiveness polygon was constructed. Comparing the results for each factor, the authors found that the main indicators of competitiveness LLC «of SK Nimfa» exceed those of other companies on the market, but in order to maintain the achieved position, it was proposed to focus on intensifying the use of existing innovative developments in the service sector. The authors proposed an algorithm for implementing the Yclients business process automation program and developed a project for the implementation of the innovative cosmetology device «AS-150PDT» for photodynamic therapy. A calendar plan for the implementation of the project was drawn up, the economic effect and payback period were calculated. It has been determined that the proposed integrated program for beauty salons “Yclients” will help increase the profit brought by each salon specialist by increasing the efficiency of the entire company management system. The purchase of a new «AS-150PDT» device for photodynamic therapy will allow the beauty salon to offer unique services not previously found on the market in Omsk, which together will give a competitive advantage to LLC «SK Nimfa».

Keywords: innovative development, innovative developments, competitive advantages, increasing competitiveness, 4P model, business process automation, pricing policy, profit, economic effect.

References:

1. Busygina, M.S. Features of doing business in the beauty industry. Modern scientific research and innovation, 2023, no. 1. (In Russian). URL: https://elibrary.ru/dhvsqo
2. Vasilenok, V.L., Ivanova A.O., Tsyvareva O.P. Improving the quality of services in the beauty industry through the use of digital technologies. Economy. Right. Innovation, 2020, no.4, pp. 97-102.  (In Russian). URL: https://elibrary.ru/vardon
3. Zakharova T.I., Ivanov A.A., Kokoulina O.P. et al. The essence of the concept of customer relationship management (CRM systems) and its role in improving the efficiency of activities in modern organizations. Innovations and Investments, 2021, no. 6, pp. 44-51. (In Russian).  URL: https://elibrary.ru/clhebi
4. Zinovkina A.V., Filimonova E.A. Introduction of CRM programs into the company development system. Proc. Int. Symp. «Issues of economics and finance: the current state of current problems» Kaluga. AKF Politop Publ., 2020, pp. 62-68. (In Russian). URL: https://www.elibrary.ru/item.asp?edn=vfejfd
5. Kizimenko D.M. Competitiveness management as a factor of effective functioning of a modern organization. Proc. Int. Symp. «Modern professional education: experience, problems, prospects»,  In 2 parts. Part 1, Rostov-on-Don, Southern University (IUBiP). VVM Publ., 2021, pp. 452-455. (In Russian). URL: https://www.elibrary.ru/esrlpr
6. Kochnev A. Implementation of CRM systems in business: problems and prospects. Economics and Management: Scientific and Practical Journal, 2023, no.1 (169), pp. 76-82. (In Russian). DOI: 10.34773/EU.2023.1.12
7. Krivorotov V. V., Kalina A.V., Yerypalov S. E. et al. Dynamic assessment of the competitiveness of an enterprise taking into account the implementation of its innovative development strategy. Journal of Applied Economic Research, 2020, no. 4, pp. 512-542. (In Russian). DOI: 10.15826/vestnik.2020.19.4.024
8. Kuchumov A.V., Testina Ya.S. CRM systems: history, essence, classification. The Economic Vector, 2022, no. 1 (28), pp. 41-46. (In Russian). DOI: 10.36807/2411-7269-2022-1-28-41-46
9. Lavrenova G.A., Gracheva E.A. Competitiveness management in modern conditions: effective business tools. ECONOMINFO, 2020, no. 1, pp. 33–42. (In Russian). URL: https://elibrary.ru/bvdoux           
10. Leontiev N.Ya., Ivanova A.A., Ivanova N.D. Assessment of innovative development as a component of assessing the competitiveness of an enterprise. Economic Analysis: Theory and Practice, 2018, no. 8, pp. 1414-1427. (In Russian). URL: https://elibrary.ru/xwbvnr  
11. Mottaeva A.B., Znamenskaya E.P. Analysis of the impact of digital marketing on entrepreneurship, Bulletin of the Moscow State Regional University. Series: Economics, 2019, no. 4, pp. 57-62.  (In Russian). URL: https://elibrary.ru/xwbvnr
12. Myakotin M.P. Interrelation of innovative activity and competitiveness of the enterprise. Young Scientist, 2018, no. 23 (209), pp. 332-334. (In Russian). URL: https://elibrary.ru/xqgdkx  
13. Rebrin M.S. CRM-system as a tool for improving business efficiency. Young Scientist, 2023, no. 22 (469), pp. 211-216. (In Russian). URL: https://elibrary.ru/tzlyib 
14. Teimurov R.N., Zagoruiko I.Yu. The essence of managing the competitiveness of an organization. Economics and Society, 2022, no. 4-3 (95), pp. 394-397. (In Russian). URL: https://elibrary.ru/ocjrzf   
15. Fedotova T.A., Chepurova I.F., Gladysheva A.V. et al. CRM system in relationship marketing. Bulletin of the Adygea State University. Episode 5: Economics, 2019, no. 1, pp. 153-158.  (In Russian). URL: https://elibrary.ru/vohycg

For citation: Bazilevich S.V., Lipkina E.D. Selected aspects of innovative development of the company in modern market conditions. CITISE, 2024, no. 2, pp. 428-444.