Development of the Russian socio-economic system: challenges and prospects
- Author:
- Vladimir N. Kruglov
- Work direction:
- Глава 13
- Abstract:
- The chapter notes that in modern conditions, small business, despite macroeconomic instability, remains a crucial element of the regional economy, creating jobs and entrepreneurial potential. Using the example of Kaluga-based Aton LLC – a leading construction fastener supplier with a 45% market share – the author demonstrates how a well-structured organizational and economic policy enables an enterprise not only to maintain stability during a crisis but also to build a long-term development strategy. The study examines marketing strategy (product range policy, brand management, pricing, sales), financial performance amid currency volatility and inflation, and the competitive environment. Key success factors (diversified product range, direct dealer supplies, quality service) and major risks (currency dependence, high buyer power of retail chains) are identified. The BCG matrix is used to determine promising and unprofitable brands. The research employed systemic, comprehensive, process-based, and situational types of analysis, as well as a multifactorial approach to assessing the enterprise's key positions. It is concluded that Aton LLC maintains its leading position with a stable financial standing.
- Keywords:
- assortment, personnel policy, product competitiveness, development strategy, small enterprise, specification, work quality, financial management, growth indicators, and forecasting
Economics and management: realias and prospects No 1