Competition in the Market of Cosmetic Products: Factors Influencing the Formation of the Competitiveness of the Organization (on the Example of Natura Siberica LLC)

At the present stage of the a market economy development, a high level of competitiveness is the main goal of most organizations, therefore effective competition can be considered one of the key factors for the commercial success of an enterprise. Any company has an ultimate goal in a strategy to increase competitiveness, and most often, it is to win the competition. It is important not to win once, but to make timely and constant decisions to strengthen the company’s position in the market. The author examines and evaluates the main indicators and characteristics that contribute to increasing the competitiveness of companies in the market of cosmetic products on the example of Natura Siberica LLC. The ever-growing demand for cosmetic products requires companies to develop effective measures to increase competitiveness, which actualizes the title problem. The object of the study is competition in the market of cosmetic products; the subject is the factors influencing the competitiveness of the company “Natura Siberica” – a manufacturer and seller of natural cosmetics. The aim is to evaluate the main indicators that influence the formation of the company “Natura Siberica” competitiveness. The methodological basis of the research is an integrated and systematic approach; the latter is based on the consideration of the object as a system, as well as a structural and functional approach based on the allocation of their structure in integral systems. The theoretical foundations of the research are laid in the works of M. Porter, A. Smith, D. Ricardo. The results of the work showed that the potential of increasing competitiveness has not been exhausted in the company “Natura Siberica”. Problematic areas requiring urgent resolution have been identified. The main ones include the following: the formation of a product range that meets market demand; limited sales channels for commercial products (weak diversification); not sufficiently effective positioning of the organization. For each of the problematic areas, options are proposed to minimize their impact on the competitiveness of the company.