1. Competitiveness assessment of Alfa Sport shop By Tatyana Chehranova MG-09

2. Plan Definition of competition and competitiveness Characteristics of ALFA SPORT shop Competitiveness assessment SWOT-analysis Conclusion

3. Competition is a rivalry between two or more businesses striving for the same customer or market trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion. Competitiveness is an ability of a firm to offer products and services that meet the quality standards of the market and occupy a larger market share for that service or product at prices that are competitive and provide adequate returns on the resources employed or consumed in producing them.abilityofferproductsservicesqualitymarket sharepricescompetitiveprovideadequatereturnsresourcesemployedproducing

4. Factors of Competitiveness Quality Attractiveness Reliability Price Profitability Investments in development & technology Market share Duration on the market Reputation

5. Alpha Sport Shop was founded in 2008. The shop is situated in Dnipropetrovsk. The company is young. It provides a wide range of goods.

6. Product assortment: Sports Fishing Tourism

7. Objectives of ALFA SPORT shop: to improve the quality of the products. to improve customer service to expand product assortment to establish good relations with business partners and employees. to create and retain new jobs.

8. Main competitors of ALPHA SPORT shop Pan sportsmen Rybachek

9. Consumer segments of Alfa sport shop Consumer segment of sports goods (target audience: 25-45) Consumer segment of goods for fishing and tourism (men over 35)

10. Comparative characteristics of the shops:

12. Competitiveness assessment

14. Strengths Convenient location; Wide product range; Average prices; Good Customer Service; Effective promotional campaign.

15. Weaknesses poor image; lack of consumer awareness; small period of time being on the market; ineffective merchandising management; poor loyalty program; bad store facilities.

16. Opportunities Growing number of potential customers; Finding new suppliers; Marketing research; Expanding advertising activities; Attracting more customers to a healthy lifestyle; Using cross-marketing; Opening 2 outlets in Dnepropetrovsk region.

17. Threats Severe competition; Changes in consumer preferences; market saturation; High degree of control of small businesses by the state.

18. RECOMMEMDATIONS To work on the company’s image and make it more attractive to the customers To inform customers about the existence of the shop To introduce some improvements in advertising campaign To introduce a discount system

19. Thank you for attention!