Velichko R. V., Yudintseva A. S., Kurinna I.
Assessment of the enterprises
competitiveness
The
problem of competitiveness is one of the most important cities in modern
conditions of development of society, both national and international levels. One
of the strategic directions of the state in the sphere of ensuring the
competitiveness of domestic producers is the creation of competitive advantage.
Competitiveness
applies to all links. A special advantage it gets, when we're talking about the
enterprise as basic link of economy. There are many factors that affect
competitiveness, but the biggest of them is the ability to produce competitive
products and be able to create the conditions for introducing it to the market.
If
we are talking about the competitiveness of the enterprise as an economic
category, we understand that this is a real and potential ability of the
enterprise to design, manufacture and implement products that are more
interesting for consumers than the products of competitors. Here are the main differences in these
categories:
1.
Competitiveness of enterprise is quite a long
period of time, while the competitiveness of products applied in the `nice` time
intervals (month, week, day);
2.
Assessment of the organization's activities
can provide both the consumer and the businessman;
In
order to stay afloat, businesses need to have the capacity sufficient to
maintain market competitiveness in the face of strong struggle.
Resources
of the enterprise are a certain collection of his achievements, reserves,
opportunities that can give them a competitive advantage in the market, and
will prove capable of achieving strategic goals.
We
have identified a list of the main indicators of the competitiveness of
enterprises, which includes the following criteria: the range of products,
quality of products, service culture, the location of retail trade enterprises,
price attractiveness, the atmosphere of retail trade enterprises, integrated
marketing communications.
The
return on sales and market share are crucial indicators which need to use to
determine the competitiveness of retail businesses.
The
profitability is one of the most important indicators of the economic efficiency
of the enterprise, organization, association, in the spheres of economy and
housekeeping in general. The profitableness of sales comprehensively reflects
the degree of using material, labor and penny resources, and natural resources.
The
market share is the relation between the sales of a certain product of the
company and the total sales volume that is done by all the organizations which
are operating in the market. This economic indicator is decisive in assessing
the competitive position of the organization.
The
main goal of every economist who studies the problem of assessing the
competitiveness of enterprises is to determine the criteria of competitiveness
that causes them and factors of influence. We considered the most common
methods for determining these criteria:
1. Matrix
methods. When we apply this method, we are talking about assessment of the
enterprise activity and its products in terms of marketing. The base is an
analysis of the competitiveness considering the life cycle of enterprise.
2. Methods that
determine the competitiveness production of the enterprise by assessing of
production of the enterprise. These methods are based on the hypothesis that
the higher the competitiveness of products is, the higher the competitiveness
of the enterprise in general is.
3. Methods
based on the theory of effective competition. The essence of the approach in
this method is ordinary assessment of the ability of enterprises in order to
ensure competitiveness.
So,
the main measures that can be the direction to achieve enterprise
competitiveness are:
- improving quality, technical and economic
indicators of the product of the enterprise;
- make quality and technical and economic
parameters of product most ergonomically according to the requirements of
consumers;
- an analysis of alternatives product, and
software advantages over them;
- to analyze the products analog competitors, and
identify their strengths and weaknesses, and use the result in the firm;
- consider the price factor improving
competitiveness of products and, whenever possible, to use methods of pricing
policies;
- finding new sales channels, new variants of
using of the product, improve product under development STC;
- use the method of effects on consumers that is
the promotion through advertising.
The list of references:
1. Чайников В. Н.
Конкурентоспроможність підприємства : навч. посіб. / В. Н. Чайников. – Тамбов : Вид-во Тамбо.
держ. техн. ун-ту, 2007.
2. Драгунова И. В. Оцінка конкурентоздатності у сфері послуг /
И. В. Драгунова // Економіка
і економічні науки. – 2010. – № 19. – С. 43–48.