978-5-907688-95-7 10.31483/a-10552 Актуальные проблемы менеджмента, экономики и экономической безопасности Актуальные проблемы менеджмента, экономики и экономической безопасности Мишулина Ольга Владимировна Mishulina Olga Vladimirovna https://orcid.org/0000-0002-1953-8842 olga_mishulina@mail.ru Баранова Наталья Аркадьевна Baranova Natal'ia Arkad'evna https://orcid.org/0000-0003-0610-7565 natalivalentina@mail.ru Лилимберг Светлана Ивановна Lilimberg Svetlana Ivanovna https://orcid.org/0000-0003-2119-5778 via-lil@yandex.ru Маляренко Ольга Ивановна Mfliarenko Olga Ivanovna https://orcid.org/0000-0002-8272-148X Malyarenko_Olga@mail.ru Панина Галина Викторовна Panina Galina Viktorovna https://orcid.org/0000-0003-2768-5911 panina.galina@mail.ru Мишулина Ольга Владимировна Mishulina Olga Vladimirovna https://orcid.org/0000-0002-1953-8842 Маланьина Анастасия Анатольевна Malanina Anastasiia Anatolevna Баранова Наталья Аркадьевна Baranova Natal'ia Arkad'evna https://orcid.org/0000-0003-0610-7565 Кульчикова Жанна Тельмановна Kul'chikova Zhanna Tel'manovna Лилимберг Светлана Ивановна Lilimberg Svetlana Ivanovna https://orcid.org/0000-0003-2119-5778 Маланьина Анастасия Анатольевна Malanina Anastasiia Anatolevna Маляренко Ольга Ивановна Mfliarenko Olga Ivanovna https://orcid.org/0000-0002-8272-148X Панина Галина Викторовна Panina Galina Viktorovna https://orcid.org/0000-0003-2768-5911 Актуальные проблемы менеджмента, экономики и экономической безопасности Relevant issues of management, economics and economic security 05 12 2023 Костанай ИД «Среда» 2024 © 2023 Chan B. Le © 2023 Ле Ч. Б. 2023 Ле Ч. Б. Chan B. Le This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0) Это произведение доступно по лицензии Creative Commons Attribution 4.0 International (CC BY 4.0) 10.31483/r-109301 109301 Topic «Unveiling Competitive Advantages: A Comprehensive Analysis through Market Mapping» Раскрытие конкурентных преимуществ в рамках комплексного анализа на базе построения конкурентной карты рынка Ле Чан Бао Нгок Le Chan Bao ngok Церцеил Юлия Сергеевна Tsertseil Iuliia Sergeevna Научный руководитель Supervision TSertseil.YS@rea.ru 02etsyv71 Российский экономический университет им. Г.В. Плеханова Россия 02etsyv71 Plekhanov Russian University of Economics Russia 103 115

this comprehensive analysis delves into the intricate dynamics of the Fast-Moving Consumer Goods (FMCG) industry, employing a multifaceted approach to assess the competitive landscape. Utilizing both 2-factor and 7-factor competition models, the study scrutinizes the market positions and growth trajectories of 20 prominent companies over a specified period. In the initial exploration, the 2-factor model establishes FMX and WMT as formidable contenders, while ABT emerges as an outsider facing challenges. A subsequent shift in focus to the 7-factor model reveals nuanced reevaluations, positioning WMT as the industry leader, FMX as a strong contender, and ABT with a significantly elevated ranking. Additional entities, namely MDLZ, CHSCL, WKC, and PPA, are identified as outsiders in this extended model. It is crucial to note that the 'outsider' designation contextualizes their position relative to industry leaders but does not diminish their substantial market value. This in-depth examination contributes to a nuanced understanding of competitive forces within the FMCG sector, offering valuable insights for strategic decision-making.

в статье представлен комплексный анализ динамики развития отрасли потребительских товаров на базе многогранного подхода для оценки конкурентной среды. В исследовании используется как 2-факторный, так и 7-факторный подход в оценке конкурентной среды, где анализируются рыночные позиции и траектории роста 20 компаний технологического сектора за анализируемый период.

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