Competition. The concept of competitiveness (the most important)

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Competition. The concept of competitiveness (the most important)

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4. The concept of competitiveness

Competitiveness - this is a comparative, and therefore a relative assessment of the properties of the goods. If there were no competitors on the market, with whose products the consumer compares your product, then it would be impossible to talk about its competitiveness.

Product competitiveness - this is a relative and generalized characteristic of the product, expressing its advantageous differences from the competitor product.

The competitiveness of a product is determined by the following factors:

a) the quality of manufactured products is determined by the latest technologies and qualified personnel;

b) the professionalism of the directorate;

c) low cost;

d) advertising (the advertised product is in great demand, and hence the supply).

The complex of competitiveness of goods consists of three groups of elements:

1) technical;

2) economic;

3) social - organizational.

Technical specifications the most rigid. According to them, one can judge the purpose of the goods, its belonging to a certain type of product. These are also characteristics that reflect technical and design solutions (standards, norms, rules, legislative acts, etc.) and ergonomic indicators.

Economic parameters are represented by the value of the cost of producing a product: its price, the cost of transportation, installation, repair, etc. Together, all these costs form the price of consumption. The consumption price is higher than the selling price. The buyer makes expenses not only for the purchase of goods, but also for its consumption.

The most competitive product is not the product for which they ask for the minimum price on the market, but the one that has the minimum consumption price for the entire period of its service with the buyer.

Socio-organizational parameters - taking into account the social structure of consumers, national characteristics in the organization of production, marketing, advertising of goods.

The competitiveness of a product largely determines the competitiveness of the enterprise itself, but there are differences between these concepts.

Firm competitiveness - this is a relative characteristic that expresses the differences in the development of a given company from the development of competitive firms in terms of the degree to which their goods meet the needs of people and in terms of the efficiency of production activities.

The term "competitiveness" is:

a) multivariance (under competitiveness understand only some of the technical characteristics of products, firms or industries);

b) relativity (a product that competes in some markets will be completely uncompetitive in others);

at) difference in approaches to assessment and analysis competitiveness at its different levels: the level of goods, enterprises, industries, etc.

Author: Ilyina V.N.

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