THE ROLE OF MARKETING STRATEGY IN INCREASING COMPETITIVENESS IN THE SERVICES SECTOR

Аннотация

This article discusses the methods of implementing a marketing strategy for the development ofservices and services in theservices market. Key words:maintenance, maintenance, marketing, competition, customer demand, selfless customers, quality ofservice. Introduction. In order to fulfill the will of our people to build a free, prosperous, powerful New Uzbekistan, to create all opportunities for every citizen todevelop their potential, to raise a healthy, educated and spiritually mature generation, to form a strong economy that has become an important link in global production, to ensure justice, the rule of law, security and stability, the Presidential Decree No. PF-158 dated September 11, 2023 on the Strategy "Uzbekistan - 2030", developed based on the experience gained in the implementation of the New Uzbekistan Development Strategy and the results of public discussions, was signed. In accordance with this decree, a number of tasks were set to "accelerated development of the service sector in the regions" in order to ensure the well-being of the population through consistentsustainable economic growth. In particular: 1. Increase the volume of service provision by 3 times through the development of service provision and service sectors inthe regions; 2. Development of modern market services, IT, education, medicine, law, art, tourism, hotel and catering and transport services in medium and large cities and districts with a populationof morethan 300thousand; 3. Development of trade, household, recreation and entertainment services by auctioning 233 thousand vacant land plots on streets with the necessary infrastructure and densely populated areas based onurban development projects; 4. Creation of 36 thousand trade and service facilities by organizing central streets specialized inproviding services in medium and large city centers; 5. Construction of 6 thousand trade and service facilities in the "New Uzbekistan" massifs andalong international highways; 6. Transformation of markets into modern, convenient shopping complexes that meet all security requirements, involvingleading project organizations. Main part. Based on these objectives, we will dwell on several recommendations for using a marketing strategy in the development of trade, consumer, leisure and entertainment services in the service sector, because today we can observe that the conditions for competition in the service sector have become more complicated than ever. In particular, the impact of technological progress, changing social order and globalization require new perspectives and approaches in business in the service sector. In this case, the importance of marketing strategy is immeasurable. Because marketing strategy serves not only as an important tool for strengthening the position of enterprises in the market, but also as an important tool for increasing their competitiveness. Therefore, it is expedient to use the main tasks of marketing page264 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue06,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai strategy inthe development oftrade, consumer, leisureand entertainment services intheservice sector, primarily to increase competitiveness. To this end, it is recommended to carry out the followingwork in thefield step bystep: • Identifying the target audience: Each company must clearly define its target audience. This allows you to develop special products or services for a particular segment. It also creates an opportunity to gain an edge over the competition through marketing actions tailored to the target audience. • Competitive analysis: It is important to analyze the competition in the market, that is, pay attention to the marketing strategy of competitors, their services and pricing policies. Based on this analysis, you can form your own strategy and determine the necessary aspects to differentiateyourself from them. • Focus on innovation and quality: In the service sector, companies should strive to ensure quality and innovation. Through marketing strategy, you can introduce innovations, techniques and perfection in service delivery. For example, fast and efficient service, use of newtechnologies, or offer customers newand convenient services. Secondly, apply a strategy of understanding customer needs. In this case, the marketing strategy should be based on a complete understanding of customer needs, their requirements and desires. This, in turn, allows the company to adapt its services to customers and offer them a unique experience. Establishing strong relationships with customers and correctly perceiving themis important forachieving competitiveadvantage. Thirdly, entities operating in the service sector should conduct extensive research to create and strengthen their brands. This is because the quality of the created brand and its meaning are important for customers and help to create po