THE STUDY AND ASSESSMENT OF THE COMPETITIVE POSITION OF THE BRANCH OF PJSC “ROSTELECOM” IN THE REPUBLIC OF MORDOVIA

The paper presents various points of view on the concepts of “competitive position” and “competitiveness” including the authors’ point of view. The authors emphasize the methods for assessing the competitive position of a company in the market, and the most relevant of them are: the methods of strategic analysis; the method based on the calculation of the enterprise’s integral index of competitiveness; the method based on the calculation of the coefficient of competitiveness of the products (services).

The study was carried out in the branch of PJSC “Rostelecom” in the Republic of Mordovia – the basic operator of information and communication services in Mordovia. The authors assessed the competitive potential by four areas: business diversification; the universality of communication services; the development of information technology; the innovative projects. The positive dynamics of the company’s performance indicators was revealed. The authors carried out the competitive analysis by the area of activity of “broadband Internet”. The main competitors of the company in the telecommunications market of Mordovia are the following: TTK, Megafon, MTS, and Beeline. The study identified the leader position of the branch of PJSC “Rostelecom” in the Republic of Mordovia against the other regional Internet providers. The authors determined the strengths and the weaknesses of the branch of PJSC “Rostelecom”. The strengths are the company’s reputation, the scale of outreach, and the universality. Low quality of services and inefficient system of the staff incentives were attributed to the weaknesses.

Against the fast-growing market of Internet of things both in the world and in Russia, PJSC “Rostelecom” should assume the role of the industrial business integrator of the industrial Internet, in particular in the most dynamically developing segments “Industrial Internet” and the project “Smart City”. The authors offered the tools for engagement and retention of the customers, developed the recommendations to improve the methods for staff incentive, and proposed the staff evaluation indicators.