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Company Competitiveness Management Based on Perception Mapping

Student: Smirnova Angelina

Supervisor: Ekaterina Artyushina

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2020

In the modern conditions of markets, companies are forced to exist in a highly competitive environment, which is often caused by low market entrance barriers. This encourages the company's management to constantly monitor and improve its competitiveness. Often, one of the reasons for low competitiveness is the difference between consumer perception and the real situation with the current positioning of the company. This indicates the need for constant monitoring of consumer perception in order to adjust it in accordance with the strategic goal set by the company. Perceptual maps are the most suitable instrument for the research of the perception. Thus, the paper studied the consumer perception of KOLOBOX group in comparison with its most important competitors - Linaris and Kolesa Darom. During the qualitative research customers reviews of these companies were analyzed in order to indicate important criteria by which consumers assess companies. Then the criteria were selected in accordance with the company's goals and objectives for the crisis and post - crisis period. This criteria were used in a quantitative study - an online survey. There are 174 Nizhny Novgorod motorists were interviewed. Perceptual maps were constructed on the basis of respondents answers. They showed the presence of weaknesses in the company's positioning and marketing communication with the consumer. It was proposed to implement a new content plan for the company's social networks with the formation of a competent communication message, as well as to conduct an open dialogue with the consumer through community management to eliminate those weaknesses. Recommendations were also given on the formulation of the text content of the company's website as one of the main sources of information about the company for consumers. The company will be able to significantly increase its competitiveness, as well as build up from competitors through adjusting its own positioning by implementing these recommendations.

Full text (added May 25, 2020)

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