Diagnostics of competitive advantages of the confectionery enterprise of the Republic of Mordovia (on the example of Lamzur OJSC)

The article analyzes the competitiveness of the object under study in the main areas of its activity using marketing tools. The considered tools allowed us not only to assess the actual state of the enterprise, but also to determine its place in the industry among the stronger competitors. The aim of the study is to identify the most promising mechanisms and tools for the development of the company. To do this, the paper analyzes the most promising price segments, trademarks of the object under study and the product portfolio as a whole.