Analysis of financial performance of the enterprise: competitive indicators

A modern analysis of the financial performance of an enterprise must unquestionably take into account such an indicator as the competitiveness of an enterprise on the market. Competitive advantages enable enterprises to offer on the market a product that consumers are ready to buy and pay for it.

Among the forms of manifestation of these advantages that should be included in the analysis of the cost of production in the enterprise, the following should be mentioned:

1) stability of macroeconomic indicators in the country; Advantage in production, labor and financial resources; Stimulation of demand for this product; Effects of "scale of production", "activity and working experience of workers"; "Flexibility" of the enterprise;

2) the advantages of a technical and technological nature;

3) the advantages of a structural nature, providing a synergistic effect ;

4) the advantages of the market infrastructure;

5) the advantages of marketing nature, determined by the level of providing the enterprise with market information;

6) advantages based on taking into account the impact of demographic changes on market segments;

7) legislative advantages;

8) advantages based on natural-climatic and geographical factors.

As the analysis of financial results of the enterprise's activity shows, the main link in the formation of these advantages is the development of its competitive strategy. By integrating the interaction of all components of the micromodel of the economy, it solves the problem of achieving strategic goals through market management, adapting the enterprise to new market requirements and competitive advantages. Similarly, the formulated, competitive strategy allows the most efficient analysis of the cost of industrial products and the distribution of limited resources of the enterprise in the areas of management taking into account changes in the market environment.

To increase the advantages of the company, it is necessary to choose one of the progressive strategies, the features of which should take into account the analysis of the financial performance of the enterprise. Here are some of these strategies:

1. Leadership in costs, which is based on reducing production costs by minimizing wages in the enterprise and reducing prices for products. This strategy takes into account the productivity of labor and is usually associated with the effect of the "experience curve".

2. Wide differentiation is realized by various forms of marketing activity. Differentiation of product features can take the form of image, appearance, etc.

3. Optimal costs - allows an enterprise to offer buyers of its products to feel its value by using a combination of different differentiation parameters.

4. Focused (the technology of market niches) is focused on a narrow segment of the market, where the enterprise dominates by reducing costs.

5. The strategy of focused differentiation - involves increasing the differentiation of goods that most fully meet the tastes and requirements of buyers of a particular market segment.

As the review of the experience of implementing these strategies shows, their application should be accompanied by careful monitoring of the dynamics of the success of the company's presence in the market. Analysis of the financial performance of the enterprise should act as the most optimal instrument for this monitoring and the development of corrective actions necessary for the enterprise to maintain high competitiveness both in the domestic consumer market and in the case of conducting international economic activity.