RESEARCH OF THE COMPETITIVE ENVIRONMENT OF POSTAL OPERATORS

Abstract

The article showed that in the modern economy no business entity is able to work independently. It is influenced by the competitive environment, the constant assessment of which allows it to develop. In order to maintain market position and win a new market segment, it is necessary to conduct regular analysis of competitors. The market of postal services, which is growing every year due to the development of e-commerce, quarantine restrictions, marketing and the emergence of innovations, has been studied. The need for delivery of goods according to the optimal criteria: speed, convenience, availability is determined. In order to assess these criteria, the number of branches and delivery times of the main postal operators were analyzed; loyalty programs, mobile applications and other bonuses for the consumer were taken into account. The study was conducted using the method of analysis and synthesis, data comparison. To further explore the competitive advantages of postal operators, their strengths have been highlighted. Identifying weaknesses will help you see what the company needs to improve. To identify strengths and weaknesses, a SWOT analysis of leading companies was conducted. It is determined that the main competitive advantages of Nova Poshta are fast service delivery time and implementation of innovations, Ukrposhta is a leader in the financial services market and has a large customer base. The main advantage of Mist Express is the optimal combination of delivery speed and low price. However, Nova Poshta has an advantage in the number of branches, and Ukrposhta uses domestic experience, thanks to which it has gained the trust of the consumer and a significant share in the financial services market. The strategic directions of increasing the level of competitiveness, which are connected with the European integration course of the country, were revealed. To ensure and strengthen their position in the conditions of competition, postal operators need to implement a tariff policy that would ensure profit, meet the demand for postal services, and take into account the costs of the enterprise, prices of competitors, some services and more.