Development of Marketing and Logistics Strategy as a Factor of Increasing the Company’s Competitiveness

This paper is presenting the research of the influence level of the joined development of marketing and logistics strategies on competitiveness of the enterprise. In current situation, when almost all the world is connected through the wide network of different types of routes, logistics is becoming critical factor, influencing the competitiveness of the companies. The second factor is that consumers are becoming more demanding towards the seller/supplier and all this happens together with informational “ad overload” of the customer. That leads to the increasing role of marketing, making it one of the main factors, which influences the competitiveness of the enterprise. Furthermore, the right marketing strategy is ensuring stable connection with the customer, what may already become an important competitive advantage. It is important to note, that all the companies should consider entering these processes of transformation, if they want to keep their competitive position, especially the companies in the mining industry. This paper is based on the case of PJSC MMC “Nornikel”, which is facing the threat of losing the leading position in the industry. An important remark is that in the current political and economic situation in Russia, the company’s competitive advantage was based on the exploitation of the situation (low cost base, etc.), but it cannot become a long-term strategy, considering the fact, that the global competition is growing in all the industries. According to the research objectives, the analysis of the inner and outer competitive environment and the current business model research were performed. The research was aligned with the contemporary approaches of such type of analysis. Finally, the recommendations for marketing and logistics strategy development of the company were presented in the research, what may become an efficient instrument for the design, development and later diagnosis of the business model for such type of the companies.