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Marketing Tools for Forming the Competitiveness of Products for Children in the Global e-Commerce Market (by the Example of PJSC "Detsky Mir")

Student: Mikhail Garmanov

Supervisor: Tatiana G. Filosofova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2021

In recent years, the share of e-commerce in the life of modern companies has increased significantly. Today, e-commerce is becoming the most important competitive advantage of companies, contributing to their economic growth, expanding business opportunities and increasing competitiveness. The topic of children's products in e-commerce has not been studied much, but the example of "Detskiy Mir" is of great interest from the point of view of analyzing the tools for forming competitiveness in e-commerce. This research paper examines the development of e-commerce based on real cases of increasing the competitiveness of specific companies, analyzes marketing tools and the degree of their impact on the competitiveness of children's products in e-commerce, examines the strengths and weaknesses, opportunities and threats faced by e-commerce in the current scenario, as well as the reasons for the loss of competitiveness.

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