Recent trends evidence the growing competition between modes of transport in the Republic of Uzbekistan, driven by the development of the railway sector. In the context of growing competition, the management of “O’ztemiryo’lyo’lovchi” JSC (Tashkent, Uzbekistan) needs to introduce the most advanced approaches and methods of organizing passenger transportation. This research discusses a systemic analysis of existing approaches to assessing the marketing potential of the methodology for assessing the marketing potential of the developer, reflecting the potential of the company’s marketing communications, human resources, market potential, and financial potential. The authors highlight the role of marketing activities in increasing the competitiveness of the rail transport sector. The improvement in transport activities is associated with the development of the company’s marketing and management structures. Assessing the marketing potential of railway transport makes it possible to study the impact of marketing communications on its commercial activities. This is a key condition for improving them and increasing the level of impact on consumers. Thus, the research aims to determine what factors affect the company’s marketing potential. Additionally, the research examines advanced marketing strategies to promote the railway sector. The analyzed factors also make it possible to determine the possibilities of future marketing activities and choose the direction of the company’s development.