Key success factors and the formation of the competitive advantages

A task:an increase in the number of reviews and transitions to the site by 30%;Channel: PR / BloggersTool: articles and posts on bloggers' own resourcesThe target audience:Individuals over 18 years old.A task:an increase in the number of responses and transitions to the site by 30%;The media plan of the promotion program for LLC "Zoloto Group" in social networks for September 2021 is presented in Table 3.1 (target audience: Individuals over 18 years old).Table 3.1 Media - plan of the promotion program of LLC "Zoloto Group" in social networks for September 2021PlaygroundGeo positionDescriptionTargetingunit of measurementNumber of units for the periodUnit costCost for the period, rub.CTR,%ClicksImpressionsGoogle ad networkRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000FacebookRegion of presenceNative in the feedGeo, gender, age, occupation, interests1 click900eighteen16,2001.20%101584 583YouTubeRegion of presenceVideo in the event feedGeo, gender, age, occupation, interests1 view10,0002.525,0001.30%10,000769 231BloggersRegion of presenceColumn in the "Miscellaneous" sectionGeo---20,0005.0%10,000200,000TwitterRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000VKRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000InstagramRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000Based on the analysis, it can be concluded that the communication system of LLC “Zoloto Group” in social networks can be implemented with the expected effective result. Let us consider the recommended communication channels in more detail (see Figure 3.1).Figure 3.1 - Dominant role in the complex of marketing communications to promote the services of the company LLC "Zoloto Group" [42]Today, the advertising decoration of the representative offices of LLC "Zoloto Group" (indoor and outdoor advertising) performs the functions of attracting the attention of buyers, informing about the promoted brands, sales promotion.As this information channel is showing high efficiency at the moment, it is recommended to strengthen it.Internet-marketing is an important element of the communication complex for the promotion of the services of LLC "Zoloto Group". The promotion of the services of LLC "Zoloto Group" by means of Internet representations (website, accounts in social networks, etc.) is a fairly promising area of activity, as it allows to significantly optimize costs and reduce the cost of sales, which is especially important in times of crisis. Therefore, the marketing strategy for the promotion of services of LLC "Zoloto Group" should be aimed at the promotion of these resources as communication channels and as promotion channels. To this end, it is recommended to apply the specific tools described below.Generating traffic from social media and thematic resourcesTo attract additional targeted traffic from social networks and thematic communities, various kinds of activations are recommended. This is an effective tool that does not require a lot of money, but it allows you to attract the attention of your target audience and increase their activity. Specific forms of such activations may be: competitions among subscribers, for example, a contest for the best selfies, a contest for the best feedback on the products of Zoloto Group LLC, etc. Winners are also recommended to be selected by means of interactive voting in social networks, which will contribute to additional dissemination of information and activation of more participants in the community.Creating and distributing video contentVideo content is a powerful tool to attract and retain users. According to various studies, Internet users are ten times more likely to comment on and share videos than other types of content. This makes it possible to use modern video hosts as a powerful social platform. Given the brand positioning, the following types of video content are recommended:- image videos, promotional videos, video testimonials from visitors;- videos of special events, etc;- training videos: master classes, video courses, expert advice.Mobile communicationsMobile communication tools may be relevant, such as: - the use of QR codes. Placing a two-dimensional code on promotional materials, souvenirs, and in urban environments. The user takes a picture of the code with a mobile phone and receives a link or some other promotional information;- Using LBS (geolocation) capabilities. For example, organising a quest among loyal customers.WOM - communicationsToday, one of the most effective information channels for promotion is word-of-mouth radio - this, in particular, is confirmed by the data obtained in the survey. The advantage of this communication channel is that it does not require investment.Below are the specific tools of this communication strand that will increase the effectiveness of 'word of mouth'.- Positive feedback programme. It is recommended to create a special page on the website for feedback from clients of Zoloto Group Ltd. To activate this direction, it is possible to hold a competition for the best video feedback. The best testimonial is recommended to be chosen by open voting, which will also help to attract additional traffic to the site and avalanche dissemination of information.CRM communicationsCRM (client relation management) is an effective tool for implementing a client-oriented strategy for promoting the services of the company Zoloto Group Ltd. In order to use the capabilities of CRM it is not necessary to use expensive software products, aimed mainly at large companies. It is enough just to keep a database of regular visitors, to analyse the dynamics of its development and changes.In this case, it will be the basis for building effective communications within client PR. The recommended tools in this area are:- targeted e-mail and SMS newsletters (brand news, special offers, holiday greetings and special occasions);- special individual offers and invitations for significant events.Cross-communicationFinally, cross-communication actions carried out jointly with other market participants who are not major competitors can be an effective tool for attracting new consumers of Zoloto Group LLC products in a crisis market. The essence of the action is the mutual exchange of promotional materials (booklets, flyers, advertising leaflets) for cross-distribution.      Event-marketingAccording to the sociological research carried out, special events are one of the key communication channels along with the Internet for the audience of Zoloto Group LLC. The emotional contact with the audience, which is established during the event, provides a universal opportunity to influence the target audience in a subtler and more effective way.Creation of a dedicated application, for Windows, Linux and Mac OS.Features of the Zoloto Group Ltd. special application:-              client association;-              customer attraction;-              customer involvement;-              client recruitment;-              monetisation;-              distribution of discounts on the products of the Zoloto Group Ltd.The advertising strategy to promote the services of Zoloto Group Ltd. will use informative and comparative advertising.Advertising distribution channels:Newspapers;Placement of outdoor advertising (banner).Running line on TVMassive advertising campaign (for 2-3 months) targeted at the masses to attract clients and promote the products of the Zoloto Group Ltd.Conclusions of the research part. Based on the research in this part, we can conclude that the company LLC "Zoloto Group" needs to improve its competitive position in the industry market. Also, we have come to the conclusion, that the dominating role in the complex of marketing communications for the promotion of services of the company LLC "Zoloto Group" should belong to such elements, as online advertising, advertising in public places (including promotional events), as well as loyalty programs, which will provide favourable feedback from customers and their further recommendations to friends and acquaintances.  At the same time, advertising campaigns promoting the services of the Zoloto Group Ltd. should be carried out through local television, among others. Advertising should emphasise the variety of products produced, with high quality and affordable prices.As an additional direction enhancement, the competitiveness of the organization LLC "Zoloto Group" we are considering the creation of an effective personnel incentive system, since we believe that effective hotel personnel can significantly increase the company's profits, which will reduce the risks of opportunity the onset of the crisis stage, Zoloto Group LLCIn the field of personnel management, today in Zoloto Group LLC in connection with the constant development of the company, the principles of work with personnel must also change. There must be a transition from “working with personnel” to “managing personnel”. In the direction of personnel management, the formation of the basis of motivational activity, the enterprise must:create a work environment based on openness and respect and promote the development of the abilities of each employee; improve the system of incentives for personnel, which allows each employee to count on proper wages and career growth; to increase the social protection of employees and the possibility of training. The implementation of these tasks will increase the motivation of the personnel of Zoloto Group LLC for high-performance work and will increase the overall effect, expressed in an increase in the company's profit. The main task of the project to improve the system of motivation and remuneration of personnel of LLC "Zoloto Group" was the development of a program to increase the remuneration of employees. The main benefit of the project is improving the quality of work, and increasing employee satisfaction with their work. The main goals of improving the personnel management system of Zoloto Group LLC: Formalization of the foundations and principles of interaction of the company's employees with clients, colleagues, partners; Creation of a favourable image of Zoloto Group LLC; Increasing the motivation of company employees; Improving the system of remuneration of employees. The main tasks facing the project team are: Changing the approach to motivation and remuneration of employees; Optimization of the personnel motivation system; High motivation of personnel is ensured by the formation of their expectations in relation to the company with a motivation letter for internal use, which, among other things, forms the corporate "We". The main risks of the project to improve the system of remuneration and motivation of employees of LLC Zoloto Group are: The unfair performance of their duties by the involved specialist is a risk that can be diversified by prescribing in the contract agreement a clause on the transfer of part of the responsibility to him (the specialist). The choice of ineffective approaches to the system of remuneration and motivation of personnel will complicate the implementation of the project, however, if the requirements and preferences of employees are taken into account, it can be minimized. The main measures to improve the system of remuneration and staff motivation are (Table 3.2): mandatory additional bonus 10% of the salary. to each employee if the plan is fulfilled by 100% or more;additional payments for work experience (+ 5%, for every five years of work in the company) encouragement of an employee - a year with a vacation ticket for two; development of a motivation letter.Other.Table 3.2 - Planned innovations in the system of remuneration and motivation of personnel of Zoloto Group LLC [Management reporting database of the Zoloto Group LLC hotel]The name of the remuneration and motivation schemeContent of the programMandatory bonus for each employee of the sales department in case of fulfilment of the plan.+ 10% of the salary. to each employee if the plan is fulfilled by 100% or more;Employee-of-the-Year RewardVacation package for twoadditional payments for work experience(+ 5%, for every five years of work in the company)Implementation of a system of interest-free loans for employees of Zoloto Group LLCThe best employees will be able to get an interest-free loan to buy a home or a carImplementation of the system of free subscriptions to the fitness clubThe company pays for the best employees an annual subscription to the fitness clubThus, if the proposed system of remuneration and motivation is implemented, the employees of Zoloto Group LLC will have a wide range of opportunities to receive decent wages.Naturally, if all employees of the sales department of Zoloto Group LLC will receive a monthly fixed rate, and in the case of high-quality work and performance of official duties, they will be able to significantly increase their monthly salary.Additional bonuses for work experience of 5 or more years of continuous work will stimulate more efficient work, bringing significant profit to the company. The competition for the employee of the year with the main prize - a trip for two on vacation will be a significant incentive to fulfil work plans, increase sales, because in our opinion, employees will be sufficiently motivated if they are paid according to this scheme. Earlier, material forms of motivation and labour remuneration systems were considered.Next, we will consider intangible measures of employee motivation. The final direction for increasing labour efficiency and the personnel motivation system is the development of a motivation letter for internal use. The first thing a strategic development expert needs to do to implement this area is to develop a mock letter for motivation. This direction ends with two events, which are the creation by the designer of a ready-made graphic embodiment of the motivation letter and the introduction by the project manager of the company's employees.When it comes to assessing the economic efficiency of measures related to improving the system of remuneration and motivation of the personnel of Zoloto Group LLC, a problem arises, since it is not possible to build a model describing the causal relationship between the economic effect and the factor that influenced it. Therefore, within the framework of this scientific work, an assessment of the economic costs of the proposed activities of the project under consideration will be carried out.3.2 Assessment of the expected efficiency of areas for increasing the competitiveness of the organization LLC "Zoloto Group"The costs of the draft proposals to improve the competitiveness of the organization of LLC "Zoloto Group" are presented in Table 3.3.Table 3.3 Costs of the draft upgrade proposals the competitiveness of the organization LLC "Zoloto Group"Resource nameamountResource typeResource cost1. Head of HR Department of Zoloto Group LLConeLabour40,000 rubbles / month(standard rate)2. Manager of the personnel department of Zoloto Group LLConeLabour35,000 rubbles / month(standard rate)3. Manager of the marketing department of Zoloto Group LLConeLabour35,000 rubbles / month(standard rate)4. Manager of the marketing department of Zoloto Group LLConeLabour35,000 rubbles / month(standard rate)4. AccountantoneLabour40,000 rubbles / month(standard rate)5. Programmer2LabourRUB 50,0006. Analyst3LabourRUB 15,0007. Secretary2LabourRUB 50,000Total300,000 8 The budget of the draft proposals for increasing the competitiveness of the organization of LLC "Zoloto Group"MaterialRUB 496,000TotalRUB 796,000To assess the effectiveness of the draft proposals for increasing the competitiveness of the organization of LLC "Zoloto Group", we present the indicators of cash inflows and outflows. Table 3.4 Indicators of cash inflows and outflows of the draft proposals to increase the competitiveness of the organization LLC "Zoloto Group"IndicatorsPeriods by monthone23fourfive6789teneleven12Cash flow from investment activities -796Cash flow income385397400398412386376375385379372364Balance of amounts.flow-411-1438678411961582195823332718309734693833Reversal rate0.98770.97550.96340.95150.93980.92820.91670.90540.89420.88320.87230.8615Discount.balance of amounts. flow-405.95-13.66371.87667.5811241468.411794.92112.32430.442735.273063.823302.13Accumulated discountedbalance of total flow-405.95-419.61-47.74619.841743.843212.255007.159231.7511662.1914397.4617461.2820763.41Table 3.4 shows the indicators of cash inflows and outflows for the year by months. Cash flow from investment activities is 796 thousand rubbles. We write down this indicator with a "-" sign, since for the enterprise this amount is an outflow of funds. To calculate the line "balance of the total flow", we summarize for each column the cash flow from investment activities and the cash flow of income:SSP 1= -796 + 385 = -411 thousand rubbles.SSP 2= -411 + 397 = -14 thousand rubbles.SSP 3= -14 + 400 = 386 thousand rubbles.SSP 4= 386 + 398 = 784 thousand. rub.SSP 5= 784 + 412 = 1196 thousand rubbles.SSP 6= 1196 + 386 = 1582 thousand rubbles.SSP 7= 1582 + 376 = 1958 thousand rubbles.SSP 8= 1958 + 375 = 2333 thousand rubbles.SSP 9= 2333 + 385 = 2718 thousand rubbles.SSP 10= 2718 + 379 = 3097 thousand rubbles.SSP 11= 3097 + 372 = 3469 thousand rubbles.SSP 12= 3469 + 364 = 3833 thousand rubbles.The reversion coefficient is used to bring the value of a monetary unit to its value at the present moment in time. It is calculated using 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.Let's calculate the conversion rate for each month, taking into account the discount rate of 15%:To reversion 1 = 1: (1 + 0.15 / 12) 12 x (1/12)= 0.9877To reversion 2 = 1: (1 + 0.15 / 12) 12 x (2/12) = 0.9755To reversion 3 = 1: (1 + 0.15 / 12) 12 x (3/12)= 0.9634To reverse 4 = 1: (1 + 0.15 / 12) 12 x (4/12)= 0.9515To reverse 5 = 1: (1 + 0.15 / 12) 12 x (5/12)= 0.9398To reversion 6 = 1: (1 + 0.15 / 12) 12 x (6/12)= 0.9282To reversion 7 = 1: (1 + 0.15 / 12) 12 x (7/12)= 0.9167To reverse 8 = 1: (1 + 0.15 / 12) 12 x (8/12)= 0.9054To reversion 9 = 1: (1 + 0.15 / 12) 12 x (9/12)= 0.8942To reversion 10 = 1: (1 + 0.15 / 12) 12 x (10/12)= 0.8832To reversion 11 = 1: (1 + 0.15 / 12) 12 x (11/12)= 0.8723To reversion 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:DSPP1= -411 x 0.9877 = -405.95 thousand rubbles.DSPP2= -14 x 0.9755 = -13.66 thousand rubbles.DSPP3= 386 x 0.9634 = 371.87 thousand rubbles.DSPP4= 784 x 0.8515 = 667.58 thousand rubbles.DSP5= 1196 x 0.9398 = 1124 thousand rubbles.DSPP6= 1582 x 0.9282 = 1468.41 thousand rubbles.DSPP7= 1958 x 0.9167 = 1794.9 thousand rubbles.DSPP8= 2333 x 0.9054 = 2112.3 thousand rubbles.DSPP9= 2718 x 0.8942 = 2430.44 thousand rubbles.DSPP10= 3097 x 0.8832 = 2735.27 thousand rubbles.DSPP11= 3469 x 0.8723 = 3063.82 thousand rubbles.DSPP12= 3833 x 0.8615 = 3302.13 thousand rubbles.To calculate the accumulated discounted balance of the total flow, 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 previous period: NDSSP2 = -405.95-13.66 = -419.61 thousand rubbles.NDSSP3= -419.61 + 371.87 = -47.74 thousand rubbles.NDSSP4= -47.74-667.58 = 619.84 thousand rubbles.NDSSP5= 619.84 + 1124 = 1743.84 thousand rubbles.NDSSP6= 1743.84 + 1468.41 = 3212.25 thousand rubbles.NDSSP7= 3212.25 + 1794.9 = 5007.15 thousand rubbles.NDSSP8= 5007.15 + 2112.3 = 9231.75 thousand rubbles.NDSSP9= 9231.75 + 2430.44 = 11662.19 thousand rubbles.NDSSP10= 11662.19 + 2735.27 = 14397.46 thousand rubbles.NDSSP11= 14397.46 + 3063.82 = 17461.28 thousand rubbles.NDSSP12= 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 discounted income (NPV), which shows the accumulated discounted effect for the calculation period. Consequently, the NPV of this project is 20,763.41 thousand rubbles. The net present value is positive; hence the project is efficient. The payback period is the duration of the period from the initial moment of investment to the moment of payback. To determine the discounted payback period of an investment project (PP), you must first determine between which periods the value of the net present value has reversed from negative to positive. In our case, this happened between periods 3 and 4. You can determine the discounted payback period using the formula:PP = p1 + | NPV1 | / (| NPV1 || + | NPV2 |) (3.2)Where:p1 - period with the last negative NPV value;NPV1- the last negative value of the net present value; NPV2 - the first positive value of the net present value.Let's calculate the discounted payback period for this investment project:PP = 2 + │-47.74│: (│-47.74│ + 619.84) = 2.08 months.In total, the discounted payback period of the investment project is 2.08 months. Next, you need to calculate the discounted return on investment (PI) index, 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 is the project's net present value;∑invest - the amount of discounted investment.Let's calculate the number of discounted investments, multiplying them by the reversion rate:∑invest = │-796│x 0.9877 = 786.21 thousand rubbles.Based on this, the discounted profitability index can be calculated using formula 3.3:PI = 1 + 20763.41: 786.21 = 27.41The resulting value shows that from 1 rubble of invested investments, the enterprise will receive 27.41 rubbles of income. Since the index is greater than one, the project is considered effective. The next indicator characterizing the efficiency of an investment project is the internal rate of return (IRR), the discount rate at which the net present value becomes zero. The internal rate of return characterizes the level of return on investment generated by a specific project, provided that all project costs are fully covered by income. The resulting value of the internal rate of return will be used to assess the degree of stability of the project 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 you can already calculate the internal rate of return using the formula:IRR = i1 + * (i2 -i1) (3.4)Where:i1 - the initial discount rate;NPV1 - net present value at the rate ;i1 - possible discount rate;NPV2 - net present value at the rate ...Let's use the formula for the present value of a regular annuity:an = (1-1 / (1 + i) nxm) / i (3.5)Where: i is the annual interest rate;n - time in years;m is the frequency of accumulations.796 = 385 хan1 (let's take the planned figure for 1 month)i1 = 15%an = (1-1: (1 + 0.15) 12): 0.15 = 5.64NPV1 = -796 + 385x5.64 = 1375.4i2= 16% an= 5.4NPV2 = -796+ 385x5.4 = 1283Based on these calculations, you can calculate the internal rate of return, based on formula 3.4:IRR = 15 + 1375.4 / 1375.4 - 1283 * (16 - 15) = 29.88%To assess the effectiveness of the project, we compare the IRR with the discount rate for the project. IRR is higher than the discount rate, which means the project is efficient.Table 3.5 shows the indicators of the effectiveness of the draft proposals to improve the competitiveness of the organization "Zoloto Group" LLC.Table 3.5 Indicators of the effectiveness of the draft proposals for increasing the competitiveness of the organization of LLC "Zoloto Group"IndicatorsValueDiscount rate15%Payback period1 yearDiscounted payback period0.2 yearsNet present value of the project (NPV), rub.20763.41Internal 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.Thus, all simple indicators for assessing the effectiveness of the project proposals for increasing the competitiveness of the organization of LLC "Zoloto Group" are within the limit’s norms. Based on the results of evaluating simple performance indicators, the project can be considered acceptable for implementation.ConclusionThe aim of the thesis was to develop recommendations for increasing the competitiveness of the organization "Zoloto Group" LLC.In accordance with the set goal, the following tasks were solved in the work:Conducted a study of theoretical aspects of the analysis of the company's competitive advantages;An analysis of the competitive advantages of Zoloto Group LLC was carried out;Recommendations were developed to improve the competitiveness of the Zoloto Group LLC organizationIn addition, on the basis of the research carried out, it can be concluded that in achieving the competitiveness of an enterprise, the assessment is central.In a market economy, the analysis and assessment of the company's competitiveness is a necessary element of the activities of every business entity. Competitiveness assessment is carried out for the following purposes:Development of measures to improve competitiveness;Selection of contractors for joint work;Drawing up programs for the company to enter new sales markets;Implementation of investment activities;Implementation of state regulation of the economy.It should be noted that the assessment of competitiveness is carried out in order to determine the position of the enterprise in the investigated market and is the basis for the analysis, which identifies ways to increase the competitiveness of the enterprise. Zoloto Group Ltd. is a design and analysis agency working on territory development projects: developing concepts for urban and natural areas using participatory design methodology, developing navigation and communication image systems for territories, including branding and corporate identity.To formulate the mission of Zoloto Group Ltd. in the broad sense, focused on the company's external environment, it is necessary to identify the needs of the environment. First of all, let's define the requirements of consumers - customers [42]:-     Quality service delivery;-     Timely delivery of services;-     Compliance with regulations and standards.-     The external environment should also include potential investors who may be interested thanks to-     The financial sustainability of the company;-     The high market value of the company's shares, assets and the company itself;-     The introduction and development of advanced technologies in the company's operations;-     Modern business management systems;-     A good reputation in the market.Accordingly, the company should strive to meet the needs of the external environment as much as possible. Zoloto Group LLC can achieve this through its main advantages, which include [42]:-     A comprehensive approach to service delivery;-     Highly qualified core and management staff;-     Increase the profitability of the company's assets and equity.Thus, based on all of the above, the mission of the Zoloto Group Ltd. in a broad sense can be formulated as follows:"Improving company performance by providing a wide range of services that meet the requirements of global standards, customers and society as a whole" [42].To develop the mission of Zoloto Group Ltd in a narrow sense, first of all, the interests and needs of the internal environment of the company, namely shareholders and staff should be taken into account. Shareholders of the company, first of all, are interested in [42]:-     the company's financial stability (solvency, liquidity);-     good economic performance (high return on assets, equity, production and sales, high share prices, profitability and profitability);-     The optimum ownership and management structure.Company staff require the following needs to be met:-     A well-functioning management and coordination system;-     Career opportunities;-     Remuneration in accordance with the duties performed;-     The existence of a system of motivation (material and moral);-     Implementation of training and development programmes.Taking into account the interests and needs of the internal staff of the Zoloto Group Ltd. defined above, let us formulate the so-called internal mission of the company [42]:"We strive to create a financially stable and dynamically developing company by strengthening and expanding our competitive advantages and market position, improving management systems, and optimising business processes. This will only be achieved through a united team, corporate spirit and the focus of each employee on results, and we, in turn, give our employees confidence in the future, opportunities for professional development, development and self-fulfilment, as well as decent remuneration for their contribution to achieving corporate goals" [42].The strategic vision of Zoloto Group LLC is to concentrate its efforts on maintaining and increasing its market share in its traditional markets of presence, to move from a regional market structure to the all-Russian market, to add international projects to its business portfolio, to introduce modern technologies, to maintain a high quality of services, to develop personnel and increase labour productivity, and to open branches in other regions.In order to realise the aspirations of Zoloto Group Ltd stated in the company's mission, certain financial and strategic goals need to be developed and realised. One of the main activities of the company is the provision of services. Therefore, let's develop a system of goals for this particular area of business. On the basis of the above mission, let us define the general goal:"Achieving stability and high profitability for the company by strengthening its position in established markets, moving from a regional marketIn our opinion, the main direction to increase the competitiveness of the organization of LLC "Zoloto Group" could be measures to improve the complex of marketing communications to promote the products of the enterprise. In this case, the dominant role in the complex of marketing communications to promote the services of the company LLC "Zoloto Group" should belong to such elements as online advertising, advertising in public places (including promotional events), as well as loyalty programs that will provide favourable feedback from customers and their further recommendations to friends and acquaintances. Today, the advertising decoration of the representative offices of LLC "Zoloto Group" (indoor and outdoor advertising) performs the functions of attracting the attention of buyers, informing about the promoted brands, sales promotion.As this information channel is showing high efficiency at the moment, it is recommended to strengthen it.Internet-marketing is an important element of the communication complex for the promotion of the services of LLC "Zoloto Group". The promotion of the services of LLC "Zoloto Group" by means of Internet representations (website, accounts in social networks, etc.) is a fairly promising area of activity, as it allows to significantly optimize costs and reduce the cost of sales, which is especially important in times of crisis. Therefore, the marketing strategy for the promotion of services of LLC "Zoloto Group" should be aimed at the promotion of these resources as communication channels and as promotion channels. To this end, it is recommended to apply the specific tools described below.Generating traffic from social media and thematic resourcesTo attract additional targeted traffic from social networks and thematic communities, various kinds of activations are recommended. This is an effective tool that does not require a lot of money, but it allows you to attract the attention of your target audience and increase their activity. Specific forms of such activations may be: competitions among subscribers, for example, a contest for the best selfies, a contest for the best feedback on the products of Zoloto Group LLC, etc. Winners are also recommended to be selected by means of interactive voting in social networks, which will contribute to additional dissemination of information and activation of more participants in the community.Creating and distributing video contentVideo content is a powerful tool to attract and retain users. According to various studies, Internet users are ten times more likely to comment on and share videos than other types of content. This makes it possible to use modern video hosts as a powerful social platform. Given the brand positioning, the following types of video content are recommended:- image videos, promotional videos, video testimonials from visitors;- videos of special events, etc;- training videos: master classes, video courses, expert advice.Mobile communicationsMobile communication tools may be relevant, such as: - the use of QR codes. Placing a two-dimensional code on promotional materials, souvenirs, and in urban environments. The user takes a picture of the code with a mobile phone and receives a link or some other promotional information;- Using LBS (geolocation) capabilities. For example, organising a quest among loyal customers.WOM - communicationsToday, one of the most effective information channels for promotion is word-of-mouth radio - this, in particular, is confirmed by the data obtained in the survey. The advantage of this communication channel is that it does not require investment.Below are the specific tools of this communication strand that will increase the effectiveness of 'word of mouth'.- Positive feedback programme. It is recommended to create a special page on the website for feedback from clients of Zoloto Group Ltd. To activate this direction, it is possible to hold a competition for the best video feedback. The best testimonial is recommended to be chosen by open voting, which will also help to attract additional traffic to the site and avalanche dissemination of information.CRM communicationsCRM (client relation management) is an effective tool for implementing a client-oriented strategy for promoting the services of the company Zoloto Group Ltd. In order to use the capabilities of CRM it is not necessary to use expensive software products, aimed mainly at large companies. It is enough just to keep a database of regular visitors, to analyse the dynamics of its development and changes.In this case, it will be the basis for building effective communications within client PR. The recommended tools in this area are:- targeted e-mail and SMS newsletters (brand news, special offers, holiday greetings and special occasions);- special individual offers and invitations for significant events.Cross-communicationFinally, cross-communication actions carried out jointly with other market participants who are not major competitors can be an effective tool for attracting new consumers of Zoloto Group LLC products in a crisis market. The essence of the action is the mutual exchange of promotional materials (booklets, flyers, advertising leaflets) for cross-distribution.      Event-marketingAccording to the sociological research carried out, special events are one of the key communication channels along with the Internet for the audience of Zoloto Group LLC. The emotional contact with the audience, which is established during the event, provides a universal opportunity to influence the target audience in a subtler and more effective way.Creation of a dedicated application, for Windows, Linux and Mac OS.Features of the Zoloto Group Ltd. special application:-              client association;-              customer attraction;-              customer involvement;-              client recruitment;-              monetisation;-              distribution of discounts on the products of the Zoloto Group Ltd.The advertising strategy to promote the services of Zoloto Group Ltd. will use informative and comparative advertising.Advertising distribution channels:Newspapers;Placement of outdoor advertising (banner).Running line on TVMassive advertising campaign (for 2-3 months) targeted at the masses to attract clients and promote the products of the Zoloto Group Ltd.Conclusions of the research part. Based on the research in this part, we can conclude that the company LLC "Zoloto Group" needs to improve its competitive position in the industry market. Also, we have come to the conclusion, that the dominating role in the complex of marketing communications for the promotion of services of the company LLC "Zoloto Group" should belong to such elements, as online advertising, advertising in public places (including promotional events), as well as loyalty programs, which will provide favourable feedback from customers and their further recommendations to friends and acquaintances.  At the same time, advertising campaigns promoting the services of the Zoloto Group Ltd. should be carried out through local television, among others. Advertising should emphasise the variety of products produced, with high quality and affordable prices.As an additional direction enhancement, the competitiveness of the organization LLC "Zoloto Group" we are considering the creation of an effective personnel incentive system, since we believe that effective hotel personnel can significantly increase the company's profits, which will reduce the risks of opportunity the onset of the crisis stage, Zoloto Group LLCIn the field of personnel management, today in Zoloto Group LLC in connection with the constant development of the company, the principles of work with personnel must also change. There must be a transition from “working with personnel” to “managing personnel”. In the direction of personnel management, the formation of the basis of motivational activity, the enterprise must:create a work environment based on openness and respect and promote the development of the abilities of each employee; improve the system of incentives for personnel, which allows each employee to count on proper wages and career growth; to increase the social protection of employees and the possibility of training. As an additional direction enhancement, the competitiveness of the organization LLC "Zoloto Group" we are considering the creation of an effective personnel incentive system, since we believe that effective hotel personnel can significantly increase the company's profits, which will reduce the risks of opportunity the onset of the crisis stage, Zoloto Group LLCIn the field of personnel management, today in Zoloto Group LLC in connection with the constant development of the company, the principles of work with personnel must also change. There must be a transition from “working with personnel” to “managing personnel”. In the direction of personnel management, the formation of the basis of motivational activity, the enterprise must:create a work environment based on openness and respect and promote the development of the abilities of each employee; improve the system of incentives for personnel, which allows each employee to count on proper wages and career growth; to increase the social protection of employees and the possibility of training. The implementation of these tasks will increase the motivation of the personnel of Zoloto Group LLC for high-performance work and will increase the overall effect, expressed in an increase in the company's profit. The main task of the project to improve the system of motivation and remuneration of personnel of LLC "Zoloto Group" was the development of a program to increase the remuneration of employees. 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S. 31–39.Database of management accounts of LLC Zoloto GroupAppendix 1Table 2.15 - Comparative SWOT analysis matrixCorrelation SWOT matrixExternal environment A - OpportunitiesT - ThreatsExpanding the scope of activitiesThe emergence of new customersPenetrating competitors' zones of influenceEntering new marketsReduced labour intensity of productionActivation of existing competitorsIncreased tax burdenIncreased customer demandsThe emergence of new competitorsStricter conditions for obtaining licences, permitsLack of professionally trained professionalsDifficulties in obtaining creditAMOUNTS - Strengths1.high level of qualifications of the staffХХХХ Х ХХХ  82.Sufficient competence of the staffХХХХ Х ХХХ  83.Transferring experience to young professionals through mentoring Х Х      Х 34.Prevalence of staff with higher educationХХХХ Х ХХХ  85. Existence of a system for staff training and developmentХХХХ   Х ХХ 76. Availability of a recruitment systemХХХХ   Х  Х 67.A high level of average wages  Х  Х  Х   38.Financial policy flexibilityХ ХХ  Х    Х59. No "grey schemes" in settlements with customers and staff ХХХ Х  Х Х 610.High net profit margin      Х     111.Full computer equipmentХХХХХХ ХХ   812.Sufficient level of computer literacy of staffХХХХХХ  Х   713.Availability of specialised necessary software productsХХХХХХ ХХ   814.Sufficiency of premises for ongoing activitiesХ  Х        215.Fully equipped workplacesХХХХХХ ХХ   816.Availability of all equipment necessary for productionХХХХХХ ХХ   817.Possibility of providing a comprehensive set of products ХХХ Х ХХ   618.Extensive market experienceХХХХ Х ХХ   719.Leading market positionsХХХХ Х ХХ  Х820.High quality products ХХХХХ  Х   621. Understanding customer requirements ХХХ Х ХХ   622.Branch network in other regionsХХХХ Х ХХ   723.Leadership of the CEOХХХХ Х  Х   624. Existence of a strategic management systemХХХХ Х ХХХХХ1025. A properly structured organisational structureХХХХ   Х  Х 6AMOUNT1821222361821718563 W - Weaknesses1. Low staff motivationХХХХ      Х 52. High turnover of staffХХХХ Х  Х Х 73. Dependence on debt capitalХ      Х Х Х74. Inadequate policies for planning the core business processХХХХ Х  Х Х 75. Ineffective promotion management systemХХХХ Х  Х Х 76. Lack of management understanding of the importance of long-term planningХХХХХХХ ХХХХ11AMOUNT655514114252