UDC 338.487
DOI: 10.51409/v.a.2023.06.02.003
Authors
V. V. Filatov,
Doctor of Economics, Associate Professor,
Professor of the Department of Commerce
and Service Kosygin Russian State University
(Technologies. Design. Art)»,
Russia, Moscow
I. A. Ramazanov,
Doctor of Economics, Associate Professor,
Professor of the Department of Marketing
and Advertising of
the Russian Presidential Academy of National
Economy
and Public Administration,
Russia, Moscow
O. A. Moiseeva,
Candidate of Pedagogical Sciences,
Associate Professor of the Department of
Public Relations
and Advertising Technologies
Moscow State University of Technology and
Management
named after K.G. Razumovsky (PKU),
Moscow, Russia
S. V. Tolkacheva,
Candidate of Economic Sciences, Associate
Professor,
Associate Professor of the Department of
“Customs and Commodity Expertise”
FSB “RosBioTech”,
Russia, Moscow
Abstract
The purpose of the work. The article considers benchmarking as a tool for achieving competitive advantages of beer
and alcohol industry enterprises in Russian socio-economic conditions.
Materials and methods. The organizational and economic essence of benchmarking, its main principles and
methods, modern difficulties of benchmarking management in the food industries of the agro-industrial complex are
considered, as well as several examples of benchmarking at Russian enterprises of the beer and alcohol industry, based
on the development strategy of the Coca Cola Hellenic Bottling Company organization. Also, an industry example from the
beer industry of benchmarking research is considered on the example of the Stepan Razin brewery.
Results. It is shown that benchmarking is an integral part of the modern approach to business management and
the correct use of benchmarking methods will allow Russian enterprises of the beer and alcohol industry to reach
a completely different level compared to competitors.
Of course, in the history of the world economy there are examples of original companies that have not conducted any
benchmarking studies, but this is possible under two conditions: lack of decent competition and monopoly.
Conclusion. The potential of benchmarking is unimaginably high, it is able to shorten the path to success at times,
and there is no better way to improve a product than analyzing competitors and creating intense competition. Its set of
tools is not replaceable.
Keywords
management, business, business practice, benchmarking, competitive advantages, beer and alcohol industry enterprises, marketing strategy.
