Competitiveness assessment of Alfa Sport shop
By Tatyana Chehranova
MG-09
Plan
 Definition of competition and competitiveness
 Characteristics of ALFA SPORT shop
 Competitiveness assessment
 SWOT-analysis
 Conclusion
 Competition is a rivalry between two or more businesses striving for
the same customer or market trying to achieve such goals as increasing
profits, market share, and sales volume by varying the elements of the
marketing mix: price, product, distribution, and promotion.

Competitiveness is an ability of a firm to offer products and services
that meet the quality standards of the market and occupy a larger
market share for that service or product at prices that are competitive
and provide adequate returns on the resources employed or consumed
in producing them.
Factors of Competitiveness
 Quality
 Attractiveness
 Reliability
 Price
 Profitability
 Investments in development & technology
 Market share
 Duration on the market
 Reputation
 Alpha Sport Shop was founded in 2008.
 The shop is situated in Dnipropetrovsk.
 The company is young.
 It provides a wide range of goods.
Product assortment:
 Sports
 Fishing
 Tourism
Objectives of ALFA SPORT shop:
 to improve the quality of the
products.
 to improve customer service
 to expand product assortment
 to establish good relations with
business partners and employees.
 to create and retain new jobs.
Main competitors of ALPHA SPORT
shop
 Pan sportsmen
 Rybachek
Consumer segments of Alfa
sport shop
 Consumer segment
of sports goods
(target audience:
25-45)
 Consumer segment
of goods for fishing
and tourism
 (men over 35)
6
Comparative characteristics of
the shops:
5
4
3
Alfa sport
Pan sportsmen
2
Rybachek
1
0
Information
availability
Internet Web
site
Methods of
promoting
services
The current
discounts
system
Comparative characteristics of
the shops:
6
5
4
3
Alfa sport
Pan sportsmen
2
Rybachek
1
0
Information
availability
Internet Web
site
Methods of
promoting
services
The current
discounts
system
Competitiveness assessment
60
50
40
Alfa sport
30
Pan sportsmen
Rubachek
20
10
0
Alfa sport
Pan sportsmen
Rubachek
Strengths
 Convenient location;
 Wide product range;
 Average prices;
 Good Customer Service;
 Effective promotional campaign.
Weaknesses
 poor image;
 lack of consumer awareness;
 small period of time being on the market;
 ineffective merchandising management;
 poor loyalty program;
 bad store facilities .
Opportunities
 Growing number of potential customers;
 Finding new suppliers;
 Marketing research;
 Expanding advertising activities;
 Attracting more customers to a healthy lifestyle;
 Using cross-marketing;
 Opening 2 outlets in Dnepropetrovsk region.
Threats
 Severe competition;
 Changes in consumer preferences;
 market saturation;
 High degree of control of small businesses by
the state.
RECOMMEMDATIONS
 To work on the company’s
image and make it more
attractive to the
customers
 To inform customers about
the existence of the shop
 To introduce some
improvements in advertising
campaign
 To introduce a discount
system
Thank you for
attention!