Research paper details 'THE ROLE OF DIGITAL MATURITY ON THE COMPETITIVENESS OF FMCG ORGANIZATIONS' The article aims to assess the level of digital maturity affecting the general competitiveness of FMCG companies in Kazakhstan.
For this purpose. the following methods were used: standardized Input statistical Indicators, comparison and ranking, a duster analysis, and a regression and correlation analysis.
The object - FMCG companies in Kazakhstan (3 groups: delivery: retailers: manufacturers). Our primary interest are companies with significant market shares (leading positions).
In the course of the research, the following actions should be carried out:
- Explore one or more pre-existing methodologies to evaluate the level of digital maturity (such as SIRI).
- Identify specific metrics to assess the level of digital maturity of FMCG companies.
- Analyze companies (secondary and primary data, using survey) to determine their level of digital maturity. Kazalchstani FMCG companies should be categorized into three groups: delivery companies, retailers. manufacturers. As a result, we should get an expected and actual profile for each type of FCMG company (delivery: retailers; manufacturers).
- Finally, determine the connection between digital maturity level and the general competitiveness of FMCG companies in Kazakhstan. We hypothesize that the duster analysis confirmed the current role of digital maturity as a competition driver that determines the competitive advantages of FMCG companies. Moreover, the correlation and regression dependence of the competitive position identified by the activity indicators of certain FMCG companies on the level of digital maturity confirmed a close direct impact on the competitive position of FCMG company from the development of digital technology.
The Role of Digital Maturity on the Competitiveness of FMCG Organizations in Kazakhstan
In a rapidly evolving business landscape, the digital maturity of Fast-Moving Consumer Goods (FMCG) companies plays a crucial role in determining their competitiveness. This research paper aims to assess how the level of digital maturity impacts the general competitiveness of FMCG organizations in Kazakhstan. By employing a mix of methodologies, including standardized input statistical indicators, comparison and ranking, cluster analysis, and regression and correlation analysis, this study seeks to shed light on the relationship between digital maturity and competitive advantage among FMCG companies.
Methodology
1. Evaluation of Digital Maturity: The research will explore pre-existing methodologies, such as the Standardized Input for Rapid Innovation (SIRI), to evaluate the level of digital maturity among FMCG companies in Kazakhstan.
2. Identification of Metrics: Specific metrics will be identified to assess the digital maturity of FMCG companies, considering factors like online presence, e-commerce capabilities, digital marketing strategies, and technology adoption.
3. Analysis of Companies: Through a combination of secondary data analysis and primary surveys, FMCG companies in Kazakhstan will be categorized into three groups: delivery companies, retailers, and manufacturers. An expected and actual digital maturity profile will be developed for each group.
4. Connection to Competitiveness: The research will aim to establish a direct correlation between the level of digital maturity and the overall competitiveness of FMCG companies in Kazakhstan. It is hypothesized that digital maturity serves as a key driver of competition, influencing competitive advantages within the industry.
Expected Outcomes
By conducting a comprehensive analysis of the digital maturity levels of FMCG companies in Kazakhstan, this research anticipates the following outcomes:
1. Insights into Digital Maturity: A nuanced understanding of how digital technologies are leveraged within the FMCG sector in Kazakhstan, with a focus on delivery companies, retailers, and manufacturers.
2. Competitiveness Assessment: An evaluation of the competitive landscape based on digital maturity levels, showcasing how leading FMCG companies with significant market shares position themselves in the digital realm.
3. Strategic Implications: Recommendations for FMCG organizations to enhance their digital maturity levels, capitalize on digital transformation opportunities, and strengthen their competitive positioning in the market.
Conclusion
As digital technologies continue to reshape the business environment, understanding the role of digital maturity in driving competitiveness is paramount for FMCG organizations in Kazakhstan. By delving into the connection between digital advancement and market competitiveness, this research endeavors to provide valuable insights that can inform strategic decision-making and foster sustainable growth within the FMCG sector.
Through a robust methodology encompassing various analytical tools and data sources, this study aims to illuminate the significance of digital maturity as a critical factor influencing the success and sustainability of FMCG companies operating in Kazakhstan.
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