Olesya G. SevostianovaPublished in:
Russian Journal of Entrepreneurship
– Volume 17, Number 23 (December 2016)

JEL classification: L21, L67, С13

Keywords: BCG matrix, competitive advantages, competitive environment, competitiveness of a commercial enterprise


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Abstract:

The purpose of the study is the analysis of the competitive environment on the Russian shoe market. This purpose has predetermined the following tasks: to reveal special features of consolidation of business structures on different segments of the shoe market, to study indices that comprise competitiveness of an enterprise, to develop a graphic model, to evaluate the competitive position of individual shoe companies on the market that, which will enable to prepare a development strategy for the prospective period in order to strengthen competitiveness. The author evaluates competitiveness of top 10 Russian shoe companies using the BCG matrix. The BCG matrix consists of four quadrants with the following names: “question mark”, “star”, “dog”, “money bag”. Quadrants of the matrix are form by the intersection of borderline values of two strategic indicators. If business units under study come into one quadrant it means that certain strategic recommendations are applied to it. While adopting the use of the matrix analysis for evaluation of the competitive environment on the Russian shoe market it is necessary to identify the direction of its use. In our case, the analysis object calling for an evaluation is the Russian shoe market as a whole as combination of independent business units that are active in Russia. Thus, the use of this graphic method allows to realize the opportunity to build a wholesome picture on the Russian shoe market, i.e. to determine the players that are ballast for development of the shoe market and the business units that are foundation for the growth and development of this market in Russia.

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