Manufacturing of beauty Products and Food. Инновационные методы и инструменты поддержки конкурентной стратегии производства косметической продукции и продуктов питания.

SalesBoth at the points of sale of the Siberian Wellness LLC company, as well as in e-commerce, sales are constantly going on, and this is extremely beneficial for both buyers and sellers. High turnover even with a small margin in one way or another is beneficial for Siberian Wellness LLC, as they think in terms of turnover.BTL stocks such as 1 + 1 = 3, a 40% discount or any percentage you like - often they are aimed at accelerating the sale of stocks. In addition, in the case of perishable goods, this helps to avoid write-offs.Outdoor advertisingThe outdoor advertising BTL of Siberian Wellness LLC has a simple goal: to increase brand awareness through its presence in people's daily lives. If a passerby looks at the sign or sees a billboard, the image will remain in memory. Next time, he will already recognize the familiar composition of signs and colours. Among the shareware options, first of all, it is necessary to use the sales outlets of the Siberian Wellness LLC company themselves. The external design of the store, sign, signs.HandoutsBrochures, flyers, pamphlets - the list of printed BTL formats is huge. This also includes business cards, banners, flyers.Despite their modest size, such materials contain more content than other types of advertising. More information can be placed on the same flyer than on a 10-second video or banner on the Internet.They are designed for the client’s free time, when he can take a minute or two and get acquainted with the offer. Since the media is always at hand, you can return to information from time to time as reference material.CataloguesEven more advanced BTL format compared to handouts. The catalogues contain large product lines with detailed specifications and offers of Siberian Wellness LLC.POS materialsSigns, banners, installations at the point of sale of Siberian Wellness LLC, point of sales. The program to improve the PR system - accompaniment of the company Siberian Wellness LLC is presented in table 3.1, Appendix 1.3.2 Stages of the implementation of proposals to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLCThe main stages and deadlines for the implementation of the draft proposals for improving the methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC are presented in table 3.2.Table 3.2 The main stages and terms of the implementation of the draft proposals for improving the methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC [50]No.Tasks and Stages of the project (main content of the stage)Implementation periodResponsible(task code / CRM predecessor)1Format development3 dayA (Team Leader)2Defining the goals and economic objectives of the project3 daysB (A) (Team Leader)3Determining the project budget3 dayC (Team Leader)4Approval of the project budget4 daysD (B, A) (Team Leader)5Select Software Providers2 daysE (C) (Team Leader)6Work schedule development6 dayF (D) (Team Leader)7Definition of company representatives 3 daysG (F) (Team Leader)8Definition of duties of company representatives2 daysH (G) (Team Leader)9Choosing an interaction format7 daysI (C) (Team Leader)10Implementation5 daysJ (G) (Team Leader)11Phase 1 Testing2 dayK (J) (Team Leader)12Phase 2 Testing4 daysL (K, J, F, I) (Team Leader)13Making adjustments as necessary 2 dayM (L) (Team Leader)14Preparing of report 4 dayN (L) (Team Leader)15Report on financial costs for accounting3 dayO (P) (Team Leader)16Launch7 daysP (L) (Team Leader)Next, we will produce a calendar schedulethe implementation of the draft proposals to improve the methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLC with building Gantt charts and network charts. (see Figure 3.1).Figure 3.1 Gantt Chart draft proposals for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLC[50]Next, we present the CRP (Critical Path Method) diagram of the implementation of the plan. Draft proposals for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLC (see Figure 3.2).Figure 3.2. CRP diagram (Critical Path Method) of the implementation plandraft proposals for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLC[50]Next, we’ll begin to evaluate the effectiveness of draft proposals for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLC.3.3 Evaluation of the effectiveness of proposals to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLCResources required for the implementation of the project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products, Siberian Wellness LLC. The resources necessary for the implementation of the project to improve methods and tools to support the competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC are presented in table 3.3.Table 3.3 Resources required for the implementation of the project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCResource NameamountResource typeResource cost1. Senior project manager1Labour30 000 rub./month(standard bid)2. Lead1Labour25 000 rubbles / month(standard bid)3. Content Editor1Labour30 000 rub./month(standard bid)4. The programmer1Labour30 000 rub./month(standard bid)Total115,000 5. Project management software1Material100 000 rub.6. Office equipment and computer equipment 4Material40 000 rubs.a computer;1 pc. * 30 000 rubs .;MFP;1 pc. * 10 000 rub .;Total140,000 7 Budget a project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products, Siberian Wellness LLC112Material541 000 rub.Total796 000 rub.To assess the effectiveness of the project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products, Siberian Wellness LLC, we present the indicators of cash inflows and outflows (see Table 3.4).Table 3.4 Indicators of cash inflows and outflows of the project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCIndicatorsMonthly Periods12345678910eleven12Cash flow from investment activities -796Cash flow385397400398412386376375385379372364Balance of amounts.flow-411-1438678411961582195823332718309734693833Reversion ratio0.98770.97550.96340.95150.93980.92820.91670.90540.89420.88320.87230.8615Discount.balance of amounts. flow-405.95-13.66371.87667.5811241468.411794.92112.32430.442735.273063.823302,13Accumulated discountedtotal flow balance-405.95-419.61-47.74619.841743.843212.255007.159,231.7511662.1914397.4617461.2820,763.41Table 3.4 shows the indicators of cash inflows and outflows for the year by month. Cash flow from investing activities is equal to 796 thousand rubbles. We write this indicator with a “-" sign, since for the enterprise this amount is an outflow of cash.In the line, the revenue stream is recorded in each month - the amounts expected by the personnel and sales department.To calculate the line “total flow balance” we summarize for each column the cash flow from investing activities and the cash flow of income:TFB 1= -796 + 385 = -411 thousand rubbles.TFB 2= -411 + 397 = -14 thousand rubbles.TFB 3= -14 + 400 = 386 thousand rubbles.MSP 4= 386 + 398 = 784 thousand. rub.TFB 5= 784 + 412 = 1196 thousand rubbles.TFB 6= 1196 + 386 = 1582 thousand rubbles.TFB 7= 1582 + 376 = 1958 thousand rubbles.TFB 8= 1958 + 375 = 2333 thousand rubbles.TFB 9= 2333 + 385 = 2718 thousand rubbles.TFB 10= 2718 + 379 = 3097 thousand rubbles.TFB 11= 3097 + 372 = 3469 thousand rubbles.TFB 12= 3469 + 364 = 3833 thousand rubbles.The reversion coefficient is used to bring the value of the monetary unit to its value in the present moment of time. It is calculated by the formula: To reversion = 1: m * n (3.1)Where:I is the discount rate;m is the frequency of charges;n is the time in years.We calculate the reversion coefficient for each month, taking into account the discount rate of 15%:Reverse 1 = 1: (1 + 0.15 / 12) 12 x (1/12)= 0.9877Reverse 2 = 1: (1 + 0.15 / 12) 12 x (2/12) = 0.9755Reverse 3 = 1: (1 + 0.15 / 12) 12 x (3/12)= 0.9634Reverse 4 = 1: (1 + 0.15 / 12) 12 x (4/12)= 0.9515Reverse 5 = 1: (1 + 0.15 / 12) 12 x (5/12)= 0.9398Reverse 6 = 1: (1 + 0.15 / 12) 12 x (6/12)= 0.9282Reverse 7 = 1: (1 + 0.15 / 12) 12 x (7/12)= 0.9167Reverse 8 = 1: (1 + 0.15 / 12) 12 x (8/12)= 0.9054Reverse 9 = 1: (1 + 0.15 / 12) 12 x (9/12)= 0.8942Reverse 10 = 1: (1 + 0.15 / 12) 12 x (10/12)= 0.8832Reverse 11 = 1: (1 + 0.15 / 12) 12 x (11/12)= 0.8723Reverse 12 = 1: (1 + 0.15 / 12) 12 x (12/12)= 0.8615To calculate the discounted balance of the total flow, you need to multiply the balance of the total flow by the reversion coefficient:PRSP1= -411 x 0.9877 = -405.95 thousand rubbles.PRSP2= -14 x 0.9755 = -13.66 thousand rubbles.PRSP3= 386 x 0.9634 = 371.87 thousand rubbles.PRSP4= 784 x 0.8515 = 667.58 thousand rubbles.PRSP5= 1196 x 0.9398 = 1124 thousand rubbles.PRSP6= 1582 x 0.9282 = 1468.41 thousand rubbles.PRSP7= 1958 x 0.9167 = 1794.9 thousand rubbles.PRSP8= 2333 x 0.9054 = 2112.3 thousand rubbles.PRSP9= 2718 x 0.8942 = 2430.44 thousand rubbles.PRSP 10= 3097 x 0.8832 = 2735.27 thousand rubbles.PRSP 11= 3469 x 0.8723 = 3063.82 thousand rubbles.PRSP 12= 3833 x 0.8615 = 3302.13 thousand rubbles.To calculate the accumulated discounted balance of the total flow, you need to add the discounted balance of the total flow of the current period to the value of the accumulated discounted balance of the total flow of the current period: DBTW2 = -405.95-13.66 = -419.61 thousand rubbles.DBTW3= -419.61 + 371.87 = -47.74 thousand rubbles.DBTW4= -47.74-667.58 = 619.84 thousand rubbles.DBTW5= 619.84 + 1124 = 1743.84 thousand rubbles.DBTW6= 1743.84 + 1468.41 = 3212.25 thousand rubbles.DBTW7= 3212.25 + 1794.9 = 5007.15 thousand rubbles.DBTW8= 5007.15 + 2112.3 = 9231.75 thousand rubbles.DBTW9= 9,231.75 + 2,430.44 = 11,662.19 thousand rubbles.DBTW10= 11662.19 + 2735.27 = 14397.46 thousand rubbles.DBTW11= 14397.46 + 3063.82 = 17461.28 thousand rubbles.DBTW12= 17461.28 + 3302.13 = 20763.41 thousand rubbles.The last value in the line “accumulated discounted balance of the total flow” will be the net present value (NPV), which shows the accumulated discounted effect for the billing period. Consequently, the NPV of this project is 20,763.41 thousand rubbles. Net present value is positive; therefore, the project is effective.Payback period is the length of the period from the initial moment of investment to the time of payback. To determine the discounted payback period of an investment project (PP), you must first determine between what periods the value of the net present value has reversed from negative to positive. In our case, this happened between periods 3 and 4.The discounted payback period can be determined by the formula:PP =+ ││: (││ +) (3.2)Where: - period with the last negative value of NPV; - the last negative value of the net present value; - The first positive value of the net present value.We calculate the discounted payback period for this investment project:PP = 2 + │-47.74│: (│-47.74│ + 619.84) = 2.08 months.Total, the discounted payback period of the investment project is 2.08 months.Next, you need to calculate the discounted index of return on investment (PI), which characterizes the relative return of the project on the funds invested in it according to the formula:PI = 1 + NPV: │∑invest│ (3.3)Where:NPV - net present value of the project;∑invest - the amount of discounted investments.We calculate the amount of discounted investments by multiplying them by the reversion coefficient:∑invest = │-796│х 0.9877 = 786.21 thousand rubbles.Based on this, you can calculate the discounted profitability index using the formula 3.3:PI = 1 + 20763.41: 786.21 = 27.41The obtained value shows that from 1 rubble of investments the company will receive 26.41 rubbles of income. Since the index is greater than one, the project is considered effective.The next indicator characterizing the effectiveness of the investment project is the internal rate of return (IRR), the discount rate at which the net present value returns to zero. The internal rate of return characterizes the level of return on investment generated by a particular project, provided that all costs of the project are fully covered by income.The obtained value of the internal rate of return will be used to assess the degree of project sustainability by the difference between the internal rate of return and the discount rate.To determine the internal rate of return, it is necessary to take as a basis a possible rate greater than the discount rate and calculate NPV at this rate. Then it is already possible to calculate the internal rate of return by the formula:IRR = i1 + * (i2 -i1) (3.4)Where: - initial discount rate; - net present value at a rate ; - possible discount rate; - net present value at a rate .We use the formula for the current value of an ordinary annuity: = (1-1:): i (2.5)Where: i is the annual interest rate;n is the time in years;m – frequency of accumulations.796 = 385x (take the planned figure for 1 month)= 15% = (1-1:): 0.15 = 5.64 = -796 + 385x5.64 = 1375.4= 16% = 5,4 = -796+ 385x5.4 = 1283Based on these calculations, you can calculate the internal rate of return, based on the formula 3.4:IRR = 15 + x (16-15) = 29.88%To assess the effectiveness of the project, the IRR is compared with the discount rate for the project. IRR is more than the discount rate, which means the project is effective.Table 3.4 shows the project performance indicators for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC.Table 3.5 Performance indicators of the project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC[50]IndicatorsValueDiscount rate15 %Payback period1 yearDiscount payback period0.2 yearsNet present value of the project (NPV), rub.20,763.41Internal Rate of Return (IRR)29.88 %The analysis shows that the payback period of the project is less than the considered duration and is 1 year, which can be clearly seen in Figure 3.3.Fig. 3.3 the payback of the project to improve the methods and means of supporting a competitive strategy for the production of cosmetic products and food products Siberian Wellness LLC[50]Also, as the main proposal for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products, Siberian Wellness LLC, we plan to use a set of marketing tools, namely:1. List of recommendationsPOS materials;Promotions and specials. offers, loyalty programs;Viral marketing;A variety of business events;Augmented Reality Technologies;Newsletters.BTL is a type of marketing that takes care of itself to exclude inappropriate broad coverage.Among the elements of promotion of Siberian Wellness LLC using BTL communications tools, it is planned to use the following:Thematic promotional events: demonstrations in the trading floors of Sibirsky Wellness LLC, tastings.Involvement in activity: contests, sweepstakes, promotions, including as part of public events.A promoter distributing leaflets on the street or in the trading floor of Siberian Wellness LLC.Industry exhibitions and events.Outdoor advertising, including on digital screens and displays.Leaflets, flyers, branded souvenirs, merch, any handouts.Installations.2. Action Plan Approval of the plan of recommendations - (01.09.2020);Approval of the implementation plan for recommendations (15.09.2020);Formation of a project team (31.09.2020);Determining the timing of the implementation of the project stages (01.10.2020);Determination of the project budget (05.09.2020);Defining a project control plan (10.09.2020);Project implementation (15.09.2020);3. The conclusion:So, we have studied innovative methods and tools to support a competitive cosmetics and food production strategy.We analysed methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCWe developed a project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCAs a result, we came to the conclusion about the expected effectiveness of proposals for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCThus, all the simple indicators for assessing the effectiveness of a project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC are within normal limits. Based on the results of evaluating simple performance indicators, the project can be considered acceptable for implementation.ConclusionThe main goal of this graduate work was to develop areas for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC.In accordance with the goal, the following tasks were solved:studied theoretical aspects of innovative methods and means of supporting a competitive strategy for the production of cosmetics and food products;an analysis of methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC;directions for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC have been developed.In addition, based on the study, we can conclude thatstrategic planning is always focused on the future of the enterprise, on the predicted changes in the market, external capabilities, as well as internal capabilities of the enterprise. It is worth remembering that there is always a high probability of occurrence of events, the implementation of which depends on factors not controlled by the enterprise, which is why it is especially important to lay the possibility of flexibility in the decisions made, to make them as adaptable as possible to difficult to predict production and sales conditions.The market nature of the economy made it necessary to change the previously existing stereotypes of management and the nature of management. This primarily relates to activities that determine the prospects for the development of enterprises. Compliance with the basic principles of strategic management is the main criterion for determining the quality of strategic management, it will be the better, the more clearly corresponds to the following principles: 1. The principle of scientific and analytical forecasting and strategy development.To formulate a strategic decision, only the wishes of the enterprise management and subjective foresight are not enough. A thorough retrospective analysis of the organization’s activities, the general situation on the market of this type of activity and the dynamics of their change is necessary. A forecast is also needed, and in the form of developing several scenarios for the development of the enterprise in the short and long term.Effectively working and well-grounded strategies can be developed only on the basis of competent analysis with the identification of the main factors determining the development of the organization and the most likely trends of their change, by identifying the main causes and mechanisms that can have a significant impact on them.2. The principle of accounting and coordination of external and internal factors of development of the organization. Two groups of factors influence the development of an organization: external and internal. I see what, strategic decisions, in the adoption of which only factors of one group were taken into account - external or internal, will inevitably not be systematic enough, will not correspond to the actual needs of the enterprise, they will be erroneous decisions. It should be remembered: strategic decisions should be as relevant as possible in the reality in which they will be implemented, they should be as effective as possible because of their special importance, due to the fact that they are guided by the development directions and subsequent results of the organization as a whole, its further activity in the market , and at the same time the fate of many workers. 3. The principle of compliance with the strategy and tactics of organization management.It is impossible to assert unequivocally that a strategy is more important for an enterprise than tactics. However, it would be wrong to say the opposite. Most of all, the assertion that their roles in ensuring the successful operation of an enterprise are distributed equally is true, that is, both a sound strategy and effective tactics are necessary. At the same time, success is possible only if the organization’s tactics correspond to its strategy, and the formation of the strategy takes into account the real possibilities for solving tactical tasks.4. The principle of priority of the human factor [50]. When developing an enterprise development strategy, it is important to take into account the factor of the presence of managerial staff who will lead the implementation of decisions made within the framework of the strategy with relevant knowledge and skills. The primacy of the human factor is also expressed in the fact that the activity of the company is ultimately aimed at satisfying market demand generated by consumers.5. The principle of certainty of the strategy and organization of strategic accounting and control. Management at all levels, as well as employees of the organization, must understand what tasks the management sets for them, what contribution they can make in following the development strategy of the enterprise, which is why it is necessary that the strategy has a specific wording and an unambiguous interpretation.6. The principle of compliance of the organization’s strategy with available resources. If the organization’s resources are insufficient to implement the chosen strategy, or their set does not correspond to this strategy at all, then the formation of such a strategy will not bring any practical benefit - it will be impossible to implement. Resources, in this case, should be understood along with raw materials, materials, components, energy, as well as personnel, information, business partners, image, etc.At the stage of developing a strategy, it is not always possible to accurately assess the resources that an organization may have in the future. However, forward-looking estimates must necessarily occur. Only being confident that the resources necessary to achieve the strategic goals will be at the disposal of the organization can we begin to work on their implementation. 7. The principle of compliance of the organization’s strategy with existing technologies. Achieving the main goal, implementing major projects is possible only on condition that the organization has the technology with which it will be possible to solve specific problems along the path of the strategic goal.Also, as the main proposal for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products, Siberian Wellness LLC, we plan to use a set of marketing tools, namely:1. List of recommendationsPOS materials;Promotions and specials. offers, loyalty programs;Viral marketing;A variety of business events;Augmented Reality Technologies;Newsletters.BTL is a type of marketing that takes care of itself to exclude inappropriate broad coverage.Among the elements of promotion of Siberian Wellness LLC using BTL communications tools, it is planned to use the following:Thematic promotional events: demonstrations in the trading floors of Sibirsky Wellness LLC, tastings.Involvement in activity: contests, sweepstakes, promotions, including as part of public events.A promoter distributing leaflets on the street or in the trading floor of Siberian Wellness LLC.Industry exhibitions and events.Outdoor advertising, including on digital screens and displays.Leaflets, flyers, branded souvenirs, merch, any handouts.Installations.2. Action Plan Approval of the plan of recommendations - (01.09.2020);Approval of the implementation plan for recommendations (15.09.2020);Formation of a project team (31.09.2020);Determining the timing of the implementation of the project stages (01.10.2020);Determination of the project budget (05.09.2020);Defining a project control plan (10.09.2020);Project implementation (15.09.2020);3. The conclusion:So, we have studied innovative methods and tools to support a competitive cosmetics and food production strategy.We analysed methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCWe developed a project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCAs a result, we came to the conclusion about the expected effectiveness of proposals for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCThus, all the simple indicators for assessing the effectiveness of a project to improve methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLC are within normal limits. 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Investment attractiveness of the industry+1.2 Tax rates+1.3 The dynamics of macroeconomic indicators+1.4 Standard of living+1.5 The unemployment rate among the experts+1.6 Credit policy+1.7. Exchange rates+2. The political field0/84/81/82/81/82.1 Government policy +2.2. civil legislation+2.3. Tax law+2.4. labour legislation+2.5 Energy Legislation+2.6. The stability of the political situation+2.7 GOST standards+2.8 Licensing activities+3. Technical and technological field1/41/42/40/40/43.1. Development and implementation of new service technologies+3.2 Design and manufacture of equipment+3.3 The development and use of specialized software+3.4. Equipped jobs+4. Social Field0/50/51/51/53/54.1. The social structure of the population+4.2. Tastes and preferences of consumers+4.3 Education Level+4.4 Population growth+4.5 Demographics+Table 2.3 - The opportunities and threats of Siberian Wellness LLC determined action of the macro factorsBlocks macro factorsOpportunitiesthreateningeconomic1. Cost savings on salaries due to the high level of unemployment.2. Tax credits.3. The favourable investment climate in the country.4. The sharp increase in demand for services.1. The increase in the tax burden.2. Slower growth in the cost of services by cost driver.3. The increase in interest rates on loans.4. Increasing the volume of the market could lead to a tightening competition.Blocks macro factorsOpportunitiesthreateningpolitical1. Positive changes in legislation.2. The active support of the state.1. Adoption of the new "unfavourable" laws.2. The tightening of the conditions for obtaining permits and licenses SRO.3. Expansion of the list of licensed activities.4. Tightening of requirements in terms of security, the environmental situation.technological1. The increase in customers.2. Reduce the complexity of the services performed.3. Application of innovative developments.4. The use of the new software.5. Extension of scope1. Reducing the rate of provision of services.2. Reducing demand the introduction of new equipment.3. "Expensive" and duration of implementation of technologies.social1. Increase the influx of young professionals.2. Staff development.3. The growth of energy consumption.1. Reduction of life in the country.2. Reduction of population growth.3. The impossibility of or high cost of formation of qualified personnel due to its scarcity.Table 2.5 Analysis competitors Siberian Wellness LLC on industry [50]OrganizationstrengthsWeaknessesLLC AVONgood quality of services;good quality of service;application of modern technologies;a high level of qualification of the personnel;regular training of personnel;high quality equipment;a wide range of services;high prices;no discountsLLC Amwayaverage prices;availability of discounts;convenient location;active advertising policythe average quality of services;the average quality of service;insufficient application of modern technology;the average level of qualification of the personnel;the average quality of technical meansLLC ANTI AGE good quality of services;application of modern technologies;good quality means;average pricesthe average quality of service;the average level of qualification of the personnel;irregular staff development;limited range of hardware tinning customers;no discounts;no active adsTable 2.8 Assessment of the competitiveness of enterprises of Siberian Wellness LLC industry Key Success FactorsWeight coefficientCompanySiberian Wellness LLCcompetitorsLLC AVONLLC Amwaymarkbalanced assessmentmarkbalanced assessmentmarkbalanced assessmentQuality of services0.1140.4440.4430.33quality of service0.1130.3340.4430.33qualification of personnel0.1140.4450.5540.44Range0.1140.4450.5540.44Application of modern technologies0.0850.450.430.24Used hardware and software0.0840.3250.430.24Location0.0850.450.450.4Price level0.0850.440.3250.4mode of operation0.0650.350.350.3availability of discounts0.0630.1830.1850.3Equipment for customer service0.0640.2450.330.18Advertising policy0.0630.1850.330.18in total1494.07554.58463.78Table 2.10 SNW-analysis numberp / pName a strategic positionscoreComment12341The level of strategic management in the organization50Prepared according to the analysis poster2The effectiveness of business strategies50Prepared according to the analysis poster3Compliance with the organizational structure of the chosen strategy (future plans)80Prepared according to the analysis poster4The overall financial situation60Prepared according to the analysis poster5Competitive product60Prepared according to the analysis poster6Compliance value chain structure best practices50Prepared according to the analysis poster7Effective promotion of the system (as a whole)50Prepared according to the analysis poster8Potential, in comparison with competitors50Prepared according to the analysis poster9Quality of the products (and our main competitors)?80Prepared according to the analysis poster10Internal capacity to service other markets that are not served by a competitor60Prepared according to the analysis poster11Available new resources50Prepared according to the analysis poster12Cost reduction potential50Prepared according to the analysis poster13Strategic Outlook50Prepared according to the analysis posterTable 2.11 - Comparative matrix SWOT-analysisSWOT-correlation matrixExternal environmentAbout OpportunitiesT ThreatsExpanding the scope of activitiesThe emergence of new customersPenetration into the competition area of ​​influenceEntering new marketsReduced labour input provided servicesRevitalization of existing competitorsIncreasing the tax burdenIncreasing customer requirementsThe emergence of new competitorsTightening conditions for obtaining licenses, permitsLack of professionally trained specialistsDifficulties in obtaining credits AMOUNTS - Strengths1. High level of staff qualificationXXXXXXXX82.Staff competenceXXXXXXXX83.Experience for young professionals through mentoringXXX34.The prevalence of employees with higher educationXXXXXXXX85. The system of training and staff developmentXXXXXXX76. Availability of the system of selection of personnelXXXXXX67.High average wageXXX38.Financial policy flexibilityXXXXX59. The absence of "gray schemes" in settlements with customers and staffXXXXXX610.High net incomeX111.Fully equipped with computer equipmentXXXXXXXX812.Adequate employee computer literacyXXXXXXX713.Availability of specialized necessary software productsXXXXXXXX814.Sufficiency of premises for current activitiesXX215.Fully equipped workplacesXXXXXXXX816.Availability of all equipment necessary for the implementation of servicesXXXXXXXX817.The ability to provide a comprehensive range of servicesXXXXXX618.Extensive market experienceXXXXXXX719.Leading market positionXXXXXXXX820.High quality of work, servicesXXXXXX621. Understanding customer requirementsXXXXXX622.Branch network in other regionsXXXXXXX723.CEO LeadershipXXXXXX624. The system of strategic managementXXXXXXXXXX1025. Properly built organizational structure XXXXXX6AMOUNT1821222361821718563W - Weaknesses1. Low motivation of staffXXXXX52. High staff turnoverXXXXXXX73. Dependence on borrowed capitalXXXX74. Inadequate policies in the planning of the main business processXXXXXXX75. Ineffective management system services processXXXXXXX76. Lack of understanding of the importance of the direction of long-term planningXXXXXXXXXXXelevenAMOUNT655514114252Table 2.15 The main components of the system methods and means of supporting a competitive strategy for the production of cosmetic products and food products of the Siberian Wellness LLCToolDescriptionStrengthsWeaknessesfindingsProduct Placementit’s an indirect advertisement when a product, brand, trademark is organically and unobtrusively integrated into the “body” of a film, series, television program, clip, etc. Advertising contracts with celebrities - actors, athletes, fashion designers, who become the face of the brand, also work well on the image.Effective Perception by Potential CustomersHigh pricePossible combination with other toolsPublic Relations (PR)Perhaps this is the main channel of communication with the consumer. Sibirsky Wellness LLC clients also read online and offline press, both fairly general (for example, business magazines) and highly specialized.Effective Perception by Potential CustomersHigh pricePossible combination with other toolsEvent marketing (EM)- Special Events, event marketingworks tightly in conjunction with PR, as events (own or participation in events) are the main info - occasion, interesting for the press. EM plays a crucial role in the process of brand promotion and support. An event, as a rule, is a reception, presentation or other event “on occasion”: on the occasion of the birthday of the company, etc. The reason itself is not so important. Personal point contact with the consumer and another demonstration of the philosophy of a luxury brand are much more important. The event can take place in the form of closed parties with the invitation of celebrities and VIPs, tastings, presentations, test drives, club members meetings, vernissages, private charity events or auctions, etc. By the way, charity is one of the most popular motives. Directing the proceeds (or part of it) to help those in need, the brand declares its social responsibility, which has a beneficial effect on its image. It will be effective to conduct such events relatively regularly, for example, to establish an annual tradition. Such events are often covered in the press, with proper presentation it is an additional advertisement.Effective Perception by Potential CustomersHigh pricePossible combination with other toolsPoint-of-sale advertising and sales promotion (BTL)Media Advertising (ATL). quite popular promotion toolEffective Perception by Potential CustomersHigh pricePossible combination with other toolsSponsorship participation of Siberian Wellness LLC in the costs of holding a mass event (concert or sporting event). Often the sponsor provides large cash prizes to the winners. Sometimes a sponsor finances teams or individual players. The main objectives of sponsorship are:- informing consumers about goods and services;- associating company products with a successful image of a team, sport, or other phenomenon.Effective Perception by Potential CustomersHigh pricePossible combination with other toolsAdvertising on billboards.Effective Perception by Potential CustomersHigh pricePossible combination with other toolsInternet advertising. Effective Perception by Potential CustomersHigh pricePossible combination with other toolsTable 3.1 Program for improving methods and means of supporting a competitive strategy for the production of cosmetic products and food products of Siberian Wellness LLCToolGeo positionDescriptionTargetingPeriodunit of measurementNumber of units per periodUnit costCost for the period, rub.CTR,%ClicksImpressionsThematic promotional events: demonstrations in the trading floors of Sibirsky Wellness LLC, tastingsRegion of PresenceGoogle Ad Network Project BannerGeo, gender, age, type of activity, interestsSeptember1 click1,500eighteen27,0001.04%1,300125,000Social the networkRegion of PresenceNative in tapeGeo, gender, age, type of activity, interestsSeptember1 click900eighteen16,2001.20%1 01584 583Leaflets, flyers, branded souvenirs, merch, any handoutsRegion of PresenceEvent feed videoGeo, gender, age, type of activity, interestsSeptember1 view10,0002,525,0001.30%10,000769,231Outdoor advertising, including on digital screens and displays Region of PresenceColumn in the section "Cosmetics""GeoSeptember---20,0005.0%10,000200,000Involvement in activity: contests, sweepstakes, promotions, including as part of public eventsRegion of PresenceGoogle Ad Network Project BannerGeo, gender, age, type of activity, interestsSeptember1 click1,500eighteen27,0001.04%1,300125,000Promoter distributing leaflets on the street or in the trading floor of Siberian Wellness LLCRegion of PresenceGoogle Ad Network Project BannerGeo, gender, age, type of activity, interestsSeptember1 click1,500eighteen27,0001.04%1,300125,000Industry Exhibitions and EventsRegion of PresenceGoogle Ad Network Project BannerGeo, gender, age, type of activity, interestsSeptember1 click1,500eighteen27,0001.04%1,300125,000In total, the budget of the media plan for PR activities of Sibirsky Wellness LLC will be 541,000 rubbles.