Section of the journal:
Regional and Sectoral Economy
Pages:
2-11
Bibliographic description of the article
Bazilevich, S. V. INDIVIDUAL APPROACHES TO ASSESSING THE COMPETITIVENESS OF AN ENTERPRISE / S. V. Bazilevich, E. D. Lipkina. – Text : direct //
Innovative Economics and Society. – 2023. – № 4 (42). – С. 2-11
Abstract
The article considers the process of managing the competitiveness of enterprises, which boils down to creating competitive advantages in all areas of life and represents a comprehensive, purposeful solution of issues. It is determined that the object of regulation in the competitiveness management system is the potential of an enterprise in terms of creating competitive advantages that provide it with a higher value than competitors. Emphasis is placed on the understanding that the assessment of the competitiveness of an enterprise should begin with the analysis of competitors. The success of an enterprise is determined primarily by such components as: consumers, competitors and costs. It is revealed that competitive analysis is a detailed analysis of the information presented in the industry and situational analysis through the prism of the description of the essential characteristics of competitors and the actual processes of competition. A step-by-step algorithm for analyzing the competitiveness of an enterprise is proposed, which aims to give a comprehensive assessment of the activities of competitors. A feature of the proposed competitiveness assessment system is: search for competitors depending on the research objectives; competitor analysis, including: building a competitor map, comparative analysis of the portfolio, comparative analysis of prices and distribution, positioning of players in the market, evaluation of promotion methods, description of the key consumer, a brief SWOT analysis of competitors; analysis of the company's activities according to the selected criteria with by adding reputational analysis, marketing effectiveness evaluation, M. Porter's 5 forces of competition model, PEST analysis; comparison of the company with competitors; conclusion on the necessary changes to improve its own competitiveness.
Article keywords
References
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