STRATEGIC COMPETITIVE ANALYSIS OF WHOLESALE TRADE IN MEDICAL EQUIPMENT AND INSTRUMENTS IN THE REPUBLIC OF BELARUS AND INDUSTRY’S KEY FACTORS OF ORGANIZATIONS COMPETITIVENESS IDENTIFICATION

The article presents the results of a comprehensive strategic study of wholesale trade in medical equipment and instruments in the Republic of Belarus. The main structural indicators of the industry market are determined. Based on the analysis of quantitative and qualitative characteristics of the market using data on the market of equipment and instruments for laparoscopy and hysteroscopy, the degree of market concentration and intensity of competition is determined, key suppliers and dealers of medical equipment are identified, the competitive environment is assessed using the M. Porter five forces model. Special attention was paid to identifying and analyzing the factors that form the competitive advantages of companies in the market. The most important driving forces of the industry development have been identified, taking into account the specifics of its regulation. The practical significance of the study lies in the possibility of using its results in the strategies development of wholesale trade organizations, as well as in the justification of possible directions for development its competitive advantages.