Marketing tools for analyzing the competitive environment and its practical use

Using a practical example, the article shows the use of marketing tools for analyzing the competitive environment in the flour confectionery market, and also proposes an analysis algorithm and an optimal set of methods. The work used the method of comparative analysis, marketing methods: matrix of market share of competitors, SWOT analysis, Michael Porter’s five forces model, PEST analysis matrix, 4P model. The paper presents the results of a study of the competitive environment using marketing tools: a matrix of market share of competitors, SWOT analysis, Michael Porter’s five forces model, a PEST analysis matrix, and a 4P model. The main experimental result of the work carried out is the justification that the combination of marketing tools used and the proposed algorithm for analyzing the competitive environment gives the most complete picture of the company’s situation in the market.