UDC 338.45

Malygina M.V.¹ (Omsk, Russian Federation) – marija-72@mail.ru

¹Omsk State Agrarian University named after P.A. Stolypin

Abstract.  This article examines the competitiveness of the wholesale trade company SNABREMONT LLC. The author shares the position that competitiveness is becoming a key factor in a company’s sustainability in the market, and the development of a competitiveness enhancement program is crucial for its survival and successful development. The article presents the organizational and economic characteristics of SNABREMONT LLC, an analysis of its strategic behavior and competitive advantages, and an assessment of its competitiveness. Based on the analytical results, the author proposes developing a program to enhance SNABREMONT LLC’s competitiveness. During the study, the author conducted a SWOT analysis. A number of weaknesses were identified that affect the company’s competitiveness: limited geographical presence, underdeveloped retail segment, and low level of digitalization. The author notes that SNABREMONT LLC enjoys a high level of competitiveness due to its wide and regularly updated product range, flexible pricing policy, and discount offers for corporate clients. An assessment of competitive positions using the 4P model revealed the company’s need to develop online sales, implement a loyalty program targeting frequent customers, and enhance its social media communications. The author identified problem areas that should be prioritized for further development. The author also developed a program to improve the competitiveness of SNABREMONT LLC. This program focuses on developing the retail segment and includes three activities: developing online sales, implementing a loyalty program targeting private customers, and developing a social media presence. To develop online sales, the author proposed implementing online acquiring. The author also presented a cost-effective justification for the program, taking into account costs. The author notes that the implementation of this competitiveness improvement program will enable SNABREMONT LLC to strengthen its position in the regional construction market, increase competitiveness, and enhance customer loyalty.

Keywords: competitiveness of a wholesale trade enterprise, innovative solutions, consumer demand, service quality, SWOT analysis, bonus program, customer loyalty level, sales profitability, social networks.

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For citation: Malygina, M. V. (2026). Managing the competitiveness of a trading enterprise. CITISE, 1, 811–828.  (In Russian).