Analysis of the enterprise's competitiveness. Basic concepts

Competition (derived from the Latin word "сoncurre", which means "colliding") is a rivalry of independent economic entities for their segment in the sales market and economic resources. Competitiveness, respectively, is the ability and ability of enterprises, industries, goods to compete for the clientele, position, place in the economic pyramid, etc. - depending on the type of economic unit. The analysis of product competitiveness makes it possible to identify the weak and strong sides of competing companies, and to increase the competitiveness of their products by improving its quality, introducing innovative methods and technologies.

The analysis of the competitiveness of the enterprise shows that the level of its competitiveness directly depends on the degree of support that it can receive from the state in the form of loans, insurance, exemption from part of taxes, subsidies, providing up-to-date information on market conditions, etc. In conditions of support of the producer by the state, measures to increase the competitiveness of enterprises can be carried out on a national scale, taking into account the situation on the market, and in accordance with the current problems of the producer.

There are such concepts as "perfect competition" and "imperfect competition". Perfect competition represents a situation where there are many consumers and producers on the commodity market; Sellers (producers) occupy such a small part of the market that they can not dictate the terms to others. Imperfect competition implies a significant quantitative difference between consumers and producers (some are few, others are many); In this case, the competition consists in suppressing other producers and superseding them.

Impressive competition is expressed in various forms: in the form of monopoly (monopolistic competition) and oligopoly. Monopoly is a form of ownership in which ownership of something belongs exclusively to one subject (object) or group of persons: the right to produce, sell, purchase a product or product. It is realized by setting prices, exclusive high or low. As a rule, there are antitrust organizations. Oligopoly is a type of economic market, when not one firm prevails over the branch of any type of commodity, but several (as a rule, 3 or more participants).

The goal of any competition is the acquisition of the most profitable position in the market for the sale of its products.

The analysis of the competitiveness of an enterprise is determined by the competitiveness of products, which is its ability to stand out against the background of similar goods and be exchanged for money in appropriate conditions. The competitiveness of the goods is determined by such factors as the production activity of enterprises, the efficiency of the design bureau, the work of foreign economic organizations engaged in selling goods on foreign markets, and so on. It is also necessary to take into account the close relationship between the competitiveness of the product and its quality and technical level (although these concepts are not equivalent).

Each product has several stages of its existence, which are schematically expressed by the "product life curve". The first stage is implementation, one of the most costly periods in which the manufacturer must convince the consumer that the product is commercially useful. Next, the stage of growth, during which the demand for goods is growing rapidly. And, finally, the stage of maturity, when the demand for goods has reached its peak and is now gradually declining. The final period is the stage of aging, when the demand for goods falls and as a result comes to naught. Correct calculation of the product life cycle helps to assess the competitiveness of the goods in the dynamics, which allows you to make the necessary conclusions and avoid unnecessary costs, and also to predict the further development of the sales market

. The analysis of enterprise competitiveness and analysis of product competitiveness is a qualitative or quantitative characteristic of the product. A single criterion is a simple characteristic, for example, the price of a good. The complex criterion, in turn, is divided into a group and a general criterion. The group criterion includes the level of quality, the level of novelty, the image, the price of consumption, the information content of the product. A generalized criterion takes into account such a factor as the product rating.

In a market economy, an enterprise (company, firm) that is profitable for a long period of time can be considered competitive. The analysis of the enterprise's competitiveness in this case includes indicators that determine its competitiveness:

- share in the global and domestic market;

- the amount of net income per worker employed in production;

- the total number of people engaged in production;

- number of main competitors.