ISSN 2409-7616

Bazilevich S.V., Lipkina E.D.


UDC 338.1

Bazilevich S.V.1 (Omsk, Russian Federation) –; Lipkina E.D.1 (Omsk, Russian Federation) –

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.


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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.