WAYS TO IMPROVE THE MARKETING EFFECTIVENESS OF "O'ZTEMIRYO'LYO'LOVCHI" JSC

The article examines ways to improve the effectiveness of marketing activities at a railway passenger transport enterprise, using "O'ztemiryo'lyo'lovchi" JSC as a case study. Based on the business plans for 2024–2026, the analysis establishes that, despite a decline in the ratio of costs to net revenue from 175.1% to 141.8%, the enterprise continues to operate at a loss, and its financial performance depends on government compensation. In 2025, the international passenger transport target was achieved at 161%, while the domestic passenger transport target was achieved at 97.8%. The findings indicate that marketing tools are applied separately rather than within a unified strategy. On this basis, the article substantiates proposals for market segmentation and positioning according to the "Quantity – Quality – Price" criteria, integrating digital sales channels with a CRM system, diversifying the service portfolio based on profitability, and managing marketing performance through KPI and ROMI.

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