Instruments for Increasing Competitiveness of Companies in Terms of Global Information Enviroment Transformation on the Example of FMCG Market

The paper is focused on the influence of digitalization on competitiveness of modern companies. The purpose of the research is to analyze the opportunities of competitiveness improvement of fast-moving consumer goods (FMCG) companies by means of the digital transformation born marketing instruments. For the main research purpose achievement three fundamental goals were fulfilled: analyzed influence of the marketing instruments used on competitiveness of the company; defined the typical features of marketing strategy development in FMCG market; estimated influence of digitalization on FMCG market. Thus, the object of the study is competitiveness of FMCG companies, while the subject of the study are the ways of its improvement by means of marketing instruments. Based on the research results there was confirmed the research hypothesis that development of electronic platforms trading and digitalization of communication with target audience are some of the most effective marketing instruments for competitiveness improvement on FMCG market. The results of the study can be used in further research of influence of digitalization on development and transformation of the separate markets and the industries as well as for marketing strategy development by the company, in particular, operating on FMCG market.