COMPREHENSIVE ASSESSMENT OF COMPETITIVENESS AND JUSTIFICATION OF ITS INCREASE STRATEGY AT ENTERPRISES CONFECTIONERY INDUSTRY
Abstract
The article is devoted to a comprehensive assessment of the company's competitiveness using a set of methods of strategic and integral diagnostics. Researching the topic of enterprise competitiveness, scientists have identified more than 16 methodological developments, which are divided into five main groups, taking into account the criteria. Despite the large number of competitiveness assessment methods presented in the researched sources, they have certain drawbacks, the main of which are the following. First, they are, as a rule, focused on certain aspects of competitiveness, that is, they are local and not comprehensive. Secondly, they mostly consider the current state of competitiveness without taking into account strategic aspects. Taking into account the identified shortcomings of the methods of assessing competitiveness, a systematic approach to assessing the competitiveness of the enterprise was carried out. The methods of assessing the competitiveness of the enterprise have been researched and systematized. Reasonable expediency of using the methods of SWOT analysis, M. Porter's "five forces of competition" method to determine the strategic position of the enterprise and its competitive advantages. With the help of the SWOT analysis method, a general vision of the external and internal state of the enterprise was obtained, and M. Porter's "five forces of competition" method made it possible to assess the extent to which the enterprise is able to compete with other players on the market, taking into account certain factors. Special attention was paid to the method of "effective competition" by L.P. Artemenko and G.V. Tolmachov, which involves the assessment of the efficiency of production activities and the use of resources of enterprises, the analysis of its financial condition and competitiveness of products. The disadvantages and advantages of each method of assessing the level of competitiveness are determined. With the help of the proposed methods, the level of competitiveness of the enterprise was assessed, a justified strategy was developed, and a program of its development was developed. The result of the implementation of the recommended measures will be the strengthening of financial stability and competitive positions.
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