Research of the Competitive Position of the Company and Development of Recommendations for Its Strengthening

Today, the markets of most industries are oversaturated: there are more and more companies offering relatively identical products or services, similar in many ways: price, quality, positioning and even location. This diversity makes the struggle for the consumer even more fierce: it is difficult for companies to establish trusting relations with the client, which greatly complicates the formation of loyalty and a permanent customer base. Every company is interested in having a competitive advantage – what it is different from many analogues, but not all of it have, and some organizations simply can not identify it and make the right emphasis. Working on a competitive position allows the company to find a competitive advantage and organize its further activities in accordance with this strong position, which will allow to stand out in the market and find an individual consumer. A possible solution to one of these problems is proposed in this final qualifying work. The object of the study was a network of fitness clubs "martial Arts and fitness", Nizhny Novgorod. Using a mass survey and SERVQUAL methodology, we analyzed the company's recognition, image and efficiency of its competitive position. Based on the results, recommendations were made to strengthen the existing competitive position. The work consists of an introduction, three chapters, conclusion and three annexes.