Assessment of the enterprises competitiveness

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Oles Honchar Dnipropetrovsk National University (Ukraine)

Assessment of the enterprises competitiveness

Velichko R. V., Yudintseva A. S., Kurinna I.

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); competitiveness national society

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.

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