MARKETING ANALYSIS OF COMPETITIVE ADVANTAGES OF ENTREPRENEURSHIP DEVELOPMENT OF ALMATY CITY

The purpose of the study is to conduct a marketing analysis of Almaty to identify the needs of households and entrepreneurs, as well as free business niches.
Methodology. In the course of researching household needs and identifying business niches for entrepreneurs in Almaty, a desk method was used to analyze secondary information, as well as a quantitative method for conducting field surveys (electronic questionnaire, telephone and individual interviews).
Originality / value is the possibility of applying the results of the study by the relevant state bodies to develop a marketing program for the development of Almaty to determine its competitive advantages regularly.
Findings. In the course of analyzing the results of the questionnaire, the needs of households and entrepreneurs of each district of the city of Almaty were identified and solutions were proposed to satisfy them. In the course of the study, it was revealed that the results of the marketing research of the city of Almaty are not available to entrepreneurs through an electronic database for identifying and developing free business niches. It is known that the needs of citizens and entrepreneurs change over time. Therefore, in the article, we proposed a model of regular marketing research using digital technologies for the timely solution of the above problems. The proposed model will allow entrepreneurs to recognize free business niches using an electronic database and develop them. By timely meeting the needs of citizens, the competitiveness of the city can be increased.

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