Competition. Research and competitiveness of the modern company (the most important)

Lecture notes, cheat sheets
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Competition. Research and competitiveness of the modern company (the most important)

Lecture notes, cheat sheets

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42. Research and competitiveness of a modern firm

The competitiveness of an enterprise is determined by several criteria optimality: local, global, external and internal.

Local the criterion determines the effectiveness of the use of individual competitive positions and their development as a separate element.

External the criterion evaluates the effectiveness of the competitiveness of a given level from the standpoint of self-preservation and further development of the enterprise.

Internal the criterion evaluates the subsystems of the competitiveness of the enterprise, the nature of their impact on the vector of development of competitiveness.

The study of competitors and competitive conditions in the industry is required for the enterprise to determine its advantages and disadvantages and develop its own strategy for success and maintaining a competitive advantage.

Assessment of the competitive position of the enterprise in the industry market allows:

1) develop measures to improve competitiveness;

2) choose a partner to organize a joint production of products;

3) attract investment in efficient production;

4) draw up programs for the enterprise to enter new product markets, etc.

Methods for assessing own competition:

1) the matrix method developed by the "Boston Consulting Group";

2) method of evaluation of goods (services) of the enterprise;

3) a method based on the theory of effective competition.

Enterprise competitiveness indicators:

1) Indicators characterizing the efficiency of the production activity of the enterprise: production costs per unit of output, capital productivity in value terms, product profitability, labor productivity in value terms per person.

2) Indicators of the financial position of the enterprise: coefficients of autonomy, solvency, absolute liquidity, turnover of working capital.

3) Organizational performance indicators: profitability of sales, overstocking ratios of finished products, production capacity utilization, effectiveness of advertising and sales promotion.

4) Indicators of competitiveness of goods: quality of goods, price of goods.

In the software market, there are various systems that implement the methods of marketing market research:

1) SWOT analysis used to examine advantages and disadvantages compared to competitors;

2) 4P strategy (Product, Price, Place, Promotion), which determines for each group of consumers of the corresponding product the prices, place of sale, method of promoting the product;

3) the Anzoff matrix, which implements the positioning of the product on the market;

4) the Rosenberg model is a linear compensation method for any indicator.

Author: Ilyina V.N.

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