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AUTHOR(S): Natalia V. Komarova, Sergey I. Slav
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ABSTRACT The article shows the relevance of work on developing a strategy for increasing the competitiveness of Russian Satellite Communications Company (RSCC) and degree of development of the problem. The logical structure of the research was formed, including such components as the object, subject, initial hypothesis, goal, methodological foundations and practical significance of the research. The mission of the studied RSCC is presented. The essence of the process of strategic planning for increasing competitiveness is investigated and the possibilities of determining the goals and structure of the company are revealed. The reasons for the low economic efficiency of using a standing point in a geostationary orbit for Russian companies are revealed and possible solutions to these problems are identified. There is the system of indicators by which the company loses to its competitors. The market segmentation by frequency resource is presented. The technology of selection of the frequency range by the client is shown. The key factors of the company's success in the global market have been identified and compared using these factors with the main competitors. The necessity of using a flexible pricing policy to increase the competitiveness of the research object is shown. Detailed strategic portfolio analysis was performed using McKinsey and Arthur D. Little (ADL) matrices. To construct ADL/LC matrix (where LC is Life Cycle), an expert predictive analysis of the competitive position of an enterprise product at different stages of its LC was carried out, as well as forecasts of its development: optimistic and most probable. To reveal the directions of the company's strategic development, assessments of the market attractiveness of the company's main product and service were carried out. The main threats to the growth of the market attractiveness have been identified. The main problems of the organization and developed strategies for their leveling were opened and ranked. A system of strategic measures has been developed by comparing industry problems with the problems of an enterprise, as well as translating the problems of an organization into opportunities for its development. Opportunities for the development of the organization are determined and a positioning strategy for their implementation is formed. To prove the scientific hypothesis of the research, a predictive assessment of the effectiveness of the research object in the global satellite communications market was carried out. |
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KEYWORDS strategy, competitiveness, satellite communications, key success factors, service life cycle, positioning. |
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Cite this paper Natalia V. Komarova, Sergey I. Slav. (2021) Strategy for Increasing the Competitiveness of the Russian Company in the Global Satellite Communications Market. International Journal of Economics and Management Systems, 6, 59-68 |
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