FORMATION OF COMPETITIVE DEVELOPMENT STRATEGY OF THE ENTERPRISE FOR OUTDOOR ADVERTISING CREATION

Authors

Muminova S.N. – Candidate of Economic Sciences, Acting Associate Professor, Department of Sectoral Economics, Polytechnic Institute of Tajik Technical University, Khujand, Republic of Tajikistan,  shohzodakhon1987@mail.ru.

Khakimova S.A. – 2nd year undergraduate of the specialty 1-250107 economics and  enterprise management, Polytechnic Institute of Tajik Technical University, Khujand, Republic of Tajikistan, saida04-04@mail.ru.

Annotation

The article analyzes the competitive environment of the enterprise on the basis of its competitive advantages are revealed: availability of additional services, variety of forms of advertising. availability of unique goods and terms of order execution. On the basis of the analysis of existing methodical approaches, the methodology of conducting a portfolio analysis of the strategic business unit of the enterprise to create outdoor advertising based on the construction of the matrix BKG and McKinsey matrix is justified and selected. The process of forming a competitive development strategy of an outdoor advertising enterprise operating in Sughd region of the Republic of Tajikistan has been considered. According to the results of the conducted researches, recommendations on forming competitive strategies of the enterprise development are offered, which include measures to expand the borders of the market through increasing sales volume, gaining consumer confidence in the development and creation of innovative types of outdoor advertising.

Key words

competition, competitive environment, competitive strategy, portfolio analysis, outdoor advertising, printing.

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