Operating models of companies in the FMCG segment

The article focuses on studying the theoretical and practical aspects of business process management in the fast-moving consumer goods (FMCG) industry, emphasizing the analysis of global trends, regional specifics, and effective approaches to enhancing the competitiveness of companies. The research employs methods such as systematic literature review, comparative and critical analysis, statistical data analysis, synthesis and systematization of information, as well as case analysis to evaluate models and concepts of FMCG company operations in global and regional contexts. The value of the research: the presented analysis is original in terms of practical insights and provides knowledge about the competitive advantage of multinational corporations in the production and sale of fastmoving consumer goods. Considering the limited accessibility and confidentiality of information about the FMCG market, the volatility of this market, the high demand for innovations, and existing challenges in the adaptability of management strategies, this article is significant for students, graduate students, and the broader academic community studying the FMCG market. It contributes to management theory by addressing these challenges. Research findings: the study identifies key factors that contribute to the sustainable success of companies in the consumer goods industry, including effective operational models, strategic flexibility, and supply chain planning. The authors describe the market structure, product promotion methods, challenges and requirements faced by companies in this industry, management strategies, and the specifics of distribution channels.