Competitive advantage and competitiveness. Determining the competitiveness of a product

25.09.2019

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Competitiveness– a property of an object that reflects the degree to which it satisfies a specific need in comparison with similar objects presented on the given market. This property determines the ability to withstand competition and win in the market. In relation to the economic sphere, competitiveness in its most general form can be understood as the possession of properties that create advantages for the subject of economic competition. The carriers of these properties - competitive advantages - can be various types of products, enterprises and organizations

To create a competitive enterprise, it is necessary not only to modernize production and management, but also to clearly know why this is being done, what goal must be achieved. The main thing in this case should be the ability to determine, as well as quickly and effectively use your comparative advantages in competition. All efforts must be directed to the development of those aspects that favorably distinguish the organization from potential or actual competitors. It is not without reason that many leading firms have formulated their comparative advantages in the form of slogans and rules that all their employees must follow.

The competitiveness of an enterprise is determined by the following factors:

§ quality of products and services;

§ presence of an effective marketing and sales strategy;

§ level of qualifications of personnel and management;

§ technological level of production;

§ tax environment in which the enterprise operates;

§ availability of funding sources.

The ultimate goal of every company is victory in competition. The victory is not a one-time, not accidental, but as a natural result of the company’s constant and competent efforts. Whether it is achieved or not depends on the competitiveness of the company’s goods and services, i.e. on how much better they are compared to analogues - products and services of other companies. In other words, competition between firms is secondary, as it manifests itself through the product. Competition between goods is primary, since it is determined in the market and determines the profitability and stability of the company’s position in the market.

Product competitiveness- this is a set of consumer properties of a given product, characterizing them

difference from a competing product in terms of the degree of compliance with specific social needs, taking into account the costs of satisfying them and prices.

It is worth noting a number of specific features that reveal the essence this concept:

§ competitiveness includes three main components. One of them is strictly related to the product as such and largely comes down to quality. The other is connected both with the economics of creating sales and service of a product, and with the economic opportunities and limitations of the consumer. Finally, the third reflects everything that may be pleasant or unpleasant to the consumer as a buyer, as a person, as a member of one or another social group etc.

§ the buyer is the main appraiser of the goods. And this leads to a very important truth in market conditions: all elements of a product’s competitiveness must be so obvious to a potential buyer that there cannot be the slightest doubt or other interpretation regarding any of them.

§ each market is characterized by its own buyer. Therefore, the idea of some kind of absolute competitiveness not related to a specific market is initially incorrect.

Usually, the competitiveness of a product is understood as a certain relative integral characteristic that reflects its differences from a competing product and, accordingly, determines its attractiveness in the eyes of the consumer. Therefore, the assessment of the competitiveness of a product is made by comparing the parameters of the analyzed product with the parameters of the base (reference) product, since the competitiveness of a product or other object is a relative concept, that is, it can only be discussed when compared with another object.

Stages of assessing the competitiveness of a product:

1. Selecting a sample for comparison. The sample must belong to the same product group as the product being analyzed. The basis for comparison is usually taken to be a similar product that has the maximum sales volume, the best sales prospects, and has won the largest number of consumer preferences.

2. Determination of a set of compared parameters by which the consumer identifies the product. In this case, it is assumed that one part of the parameters characterizes the consumer properties of the product (its use value), and the other part characterizes the economic properties (its cost). Therefore, the parameters are divided into two groups:

§ consumer parameters that make up beneficial effect. They reflect the degree to which customer needs are met and, in turn, are divided into “hard” and “soft”. “Hard” parameters describe the most important functions of the product and its design characteristics (these include, for example, frost resistance, thermal conductivity, strength). “Soft” parameters, unlike “hard” ones, cannot be regulated. Their assessment is possible only when using the system points, since they contain the aesthetic characteristics of the product, perceived by the consumer at an irrational level (for example, comfort, design, attractive image). The importance of “soft” parameters increases if the “hard” parameters of the products are similar.

§ economic parameters reflect all consumer costs associated with the purchase and use of goods (for example, price, delivery costs, amount of customs duties).

3. Ranking and weighing of parameters. Having determined a set of parameters, they establish their hierarchy, highlighting those that have the greatest significance (weight) for the consumer. The determination of the weights is entrusted to a group of experts who have reliable market information. To clarify information, one of the “field” research methods is used (most often a survey). The parameters with the greatest weight are priority from the point of view of competitiveness and first of all become objects of thorough research. The weight of a parameter is usually measured in fractions of a unit, and is based on the rule: the sum of consumer weights ( a i), as well as the sum of the weights of economic parameters ( a j), must be equal to one.

4. Calculation of parametric indices. It is based on comparing the parameters of the analyzed product with the corresponding parameters of the sample. Indices for consumer parameters ( b P i) is determined by the formula:

(5.5a) (5.5b),

Where with OC i- meaning i-th consumer parameter of the product being evaluated;

c OB i- meaning i th consumer parameter of the sample.

The choice of formula is based on the rule: an increase in the parametric index contributes to increased competitiveness. Therefore, formula (5.5a) is chosen in the case of comparing those consumer parameters, the growth of which leads to an increase in the competitiveness of the product. Formula (5.5b), on the contrary, in cases of comparison of consumer parameters, the growth of which leads to a decrease in the competitiveness of objects. It should be noted that the parametric index of any regulated parameter can have only two values - 0 and 1, depending on whether this parameter meets all the required norms and standards.

Calculation of indices for economic parameters ( b E j) is carried out according to the formula:

Where e OC j- meaning j th economic parameter of the product being evaluated;

e ABOUT j- meaning j th economic parameter of the sample.

5. Determination of summary indices for consumer ( I P) and economic parameters ( I E).

Where n– number of consumer parameters;

m– number of economic parameters.

The value of the composite index allows one to judge the value and cost-effectiveness of the product being evaluated from the buyer’s point of view. So, if I P is greater than one, then the product being evaluated is superior to its analogue in terms of consumer properties. However, if I E is greater than one, then the product being evaluated is less economical from the consumer’s perspective than an analogue product.

6. Calculation of the integral competitiveness coefficient ( TO) is based on a comparison of indices obtained at the previous stage:

The product being assessed is considered competitive if the value TO> 1. As a result of the described comparison, one of the following conclusions is given:

§ products are competitive in the given market in the compared class of products;

§ products have low competitiveness in the compared class of products in a given market;

§ the products are completely uncompetitive in the compared class of products in the given market.

Thus, competitiveness is, first of all, a philosophy of working in market conditions, focused on understanding the needs of the consumer and their development trends, knowledge of the behavior and capabilities of competitors, knowledge of the state and development trends environment, on the ability to create a product preferred by the buyer.

Training assignments for the chapter “Analysis of the functioning of a company in a competitive environment”

Task 1.1

Condition. According to research, 25 million were sold in Russia in 2004. mobile phones, of which Siemens – 5.6 million units, Motorola – 5.25 million units, Nokia – 4.38 million units, Samsung – 4.38 million units, SonyEricson – 1.92 million. PC. Determine the intensity of competition and the competitive structure of the market.

Solution

Complete the following tasks yourself.

Task 1.2

During the year, 48 million television sets were sold in territory N, of which 11.6 million television sets of brand A – 11.6 million units, brand B – 8.2 million units, brand C – 7.3 million units, brand D – 6.5 million pcs., grade E – 5.8 million pcs., grade F – 5.1 million pcs. Determine the intensity of competition and the competitive structure of the market.

Task 1.3.

During the year, 15 million tons were sold in territory N confectionery, of which products of brand A – 2.1 million pcs., brand B – 1.9 million pcs., brand C – 1.7 million pcs., brand D – 1.6 million pcs., brand E – 1.4 million pcs., grade F – 1.1 million pcs. Determine the intensity of competition and the competitive structure of the market.

Task 2.1

Condition. It is necessary to determine the competitiveness of the Loire perfume. On the market, you can choose Anita perfume as a sample - the perfume of the strongest competitor.

It is known that as the density of the solution increases, the competitiveness of perfumes in a given market decreases. The growth of other consumer parameters leads to an increase in the competitiveness of perfumes.

Solution

No.	Solution procedure	Action
1.	Grouping parameters	Consumer parameters are all except price, which refers to economic parameters.
2.	Calculation of parametric	b P 1 = 4.7/5.9 = 0.8
	indexes	b P 2 = 20/15 = 1.3
		b P 3 = 8.6/9.3 = 0.9
		b P 4 = 120/150 = 0.8
		b P 5 = 7.7/6.4 = 1.2
		b P 6 = 9/7.5 = 1.2
3.	Calculation of the summary index of consumer parameters	I P = 0.80.1 + 1.30.2 + 0.90.2 + 0.80.15 + 1.20.05 + 1.20.2 = 0.94
4.	Calculation of the composite index of economic parameters	I E = 530/610 = 0.86
5.	Calculation of the integral competitiveness coefficient	K = 0.94/0.86 = 1.1
6.	Conclusion about the competitiveness of the product	Perfume "Loire" is competitive in relation to its analogue, since the value of the competitiveness coefficient is above 1.

Complete the following tasks yourself:

Task 2.2

It is required to determine the competitiveness of the NM software product. In the market of intellectual products, you can choose the RK software product of the strongest competitor as a sample.

Options	Parameter value	Parameter weight
NM	RK
Ease of use, degree of automation, score	10,0	8,9	0,20
Branching of the hint system, score	8,5	9,3	0,20
Design, score	9,3	7,8	0,10
Use of terminology “close to life”, score	6,8	8,4	0,20
Flexibility, reconfigurability, score	9,4	8,7	0,10
Functional completeness, score	7,4	8,3	0,10
Versatility, point	9,5	8,8	0,10
Price, USD			0,6
Maintenance cost, USD/year			0,4

It is known that the growth of all consumer parameters leads to an increase in the competitiveness of a software product.

Task 2.3

It is required to determine the competitiveness of the Alpha washing machine in comparison with the Gamma washing machine, produced by the strongest competitor.

It is also known that increasing the drum capacity and washing duration leads to a decrease in the competitiveness of washing machines in this market. The growth of other consumer parameters improves the competitiveness indicator.

Intermediate test for the chapter “Analysis of the functioning of a company in a competitive environment”

1. When a company considers as its competitors firms that offer a similar product or service to the same target customers at similar prices, the following occurs:

a) subject competition

b) functional competition

c) formal competition

d) general competition.

2. When a company sees a competitor in all manufacturers producing goods that satisfy the same need, the following occurs:

a) subject competition

b) functional competition

c) formal competition

d) general competition.

3. The process of comparing a company’s products and business processes with the products and business processes of competitors or leading companies in other industries to find ways to improve product quality and company efficiency is:

a) competitive intelligence

b) industrial espionage

c) competitor analysis

d) benchmarking.

4. A company that is ahead of other companies in terms of price changes, introduction of new products to the market, coverage of the distribution area of goods and sales promotion costs is:

b) follower

c) leadership contender

d) market leader.

5. One of the leading companies in the industry that strives to maintain its market share without making sharp attacks is:

a) a company serving a niche market

b) follower

c) leadership contender

d) market leader.

6. What value of the Herfindahl index determines low competition in the industry:

7. Monopolistic competition is:

a) competition between individual monopolies

b) competition between a small number of enterprises for sales

c) a situation where there are sellers in the market producing differentiated products.

8. Which of the following statements is one of characteristic features oligopolies:

a) the presence of a small number of buyers in the market

b) there are a small number of producers on the market

c) there is no competition in the market

9. Which of the following enterprises is an example of a natural monopoly:

a) oil producing company

b) private diagnostic medical center

c) metro

d) chain of stores

10. The company’s competitive advantage is:

a) the position of the company's products on the market

b) the difference between the company and its competitors

c) the company's strengths

d) the perception of the company's product by the intended consumer.

11. Soft parameters of product quality include:

a) power

b) service life

d) energy consumption.

12. Which of the following values of the integral coefficient of competitiveness of a product is most acceptable for the manufacturer:

Questions for review for the chapter “Analysis of the functioning of a company in a competitive environment”

1. What is market competition, and what competitive forces operate in the market (according to M. Porter)?

2. What are the stages of the competitor analysis process?

3. How to determine competitive position companies?

4. What indicators are used to measure the intensity of competition?

5. What prerequisites are necessary for the existence of each of the four competitive market structures?

6. What competitive strategies of behavior in the market can be used by a market leader, a market challenger, a market follower and a “niche”?

7. What is competitiveness and what factors determine it?

8. What are the main stages of the methodology for assessing the competitiveness of a product?

Chapter 6. Analysis of consumer behavior and choice

And the products of any enterprise depend on the level of its product - this is the level of its technical, economic and operational parameters that allow it to compete (compete) in the market with other similar products. In other words, this is the ability of a particular product to meet market requirements in a certain time period in comparison with analogue competitors.

The competitiveness of a product is formed by establishing, ensuring and maintaining a certain level of competitiveness at all stages of its existence: from the first stages of its creation to promotion to the consumer. carried out by entities such as suppliers, consumers and experts.

The competitiveness of products is influenced by factors that not only contribute to sustainable production, but also to the organization of high competition of goods on the market. Such factors can be divided into three groups:

· Level of quality of manufactured goods;

· Price of the product produced;

· Providing after-sales service, various types of free services, etc.

Along with competitiveness, quality plays an important role in the development of any modern enterprise. Quality is understood as a set of characteristics and (or any other object) that give it the ability to satisfy the expected and conditioned needs. It should be noted that product quality and competitiveness are two closely interrelated concepts. Both are a means of assessing the final results of labor, including the fact that they represent dynamic characteristics of a product, which are constantly changing due to the development of technical progress and social needs. But even despite this, it is not worthwhile to completely identify these concepts, since the competitiveness of a product is still determined by the totality of only those properties that are useful (interesting) for the buyer and ensure the satisfaction of all needs. The remaining characteristics of the product, which go beyond the scope of the identified interests, have nothing to do with assessing competitiveness.

IN Lately One can increasingly hear that a high level of income for the consumer segment can be obtained if the competitiveness of a product is increased by increasing its quality level. Indeed, such a move by manufacturers is completely justified, and it will also contribute to social progress.

It should be noted that competitiveness is a dynamic category, depending on the market situation, the nature of needs and their changes, service conditions, solvency of demand, etc. Yes, the product High Quality may become less competitive if its price increases noticeably due to endowing the product with properties that do not arouse significant interest among buyers. Consequently, in order to avoid a decrease in production volumes, and, accordingly, profits, enterprises must often decide to reduce prices for quality goods or introduce various conditions that will allow the consumer to make a purchase in favor of this product.

Thus, in order to increase the economic sustainability and efficiency of an enterprise, it is necessary to pay more and more attention to the quality of products, since it is this that allows us to ensure the production and promotion of competitive products.

MINISTRY OF GENERAL AND PROFESSIONAL EDUCATION OF THE RF

INTERNATIONAL ACADEMY OF ENTREPRENEURSHIP

KRASNOYARSK BRANCH

FACULTY OF COMMERCE

COURSE WORK

In the course “Commodity research and examination of non-food products”

PRODUCT COMPETITIVENESS: ANALYSIS AND MANAGEMENT

Completed by: Savchenko Y.N.

Scientific supervisor: Ipatko L. I.

KRASNOYARSK 2001

PLAN

Introduction 3

Main part

§1. The concept of product competitiveness 5

§2. Assessing the competitiveness of a product 11

§3. Ways to increase the competitiveness of a product 20

§4. Assessment of the competitiveness of the product “Newspaper “Fresh Ads” 25

Conclusion 29

Bibliography 30

INTRODUCTION

The past crisis of August 1998 showed that in Russia there are still enterprises ready to produce high-quality products. However, over the past time, something else has become clear - it is necessary to ensure the competitiveness of manufactured goods not only due to the difference in price, but also due to other factors.

The purpose of this work is 1) Determination and analysis of those factors due to which the competitiveness of a product is formed, 2) Determine what it actually is - the competitiveness of a product and 3) What are the ways to increase the competitiveness of goods produced by an enterprise.

It should be noted that quite a lot has been devoted to the consideration of problems of ensuring competitiveness. a large number of works (for example,). In this work, we will consider methods for analyzing and managing the competitiveness of a product, set out in the indicated sources.

1. THE CONCEPT OF COMPETITIVENESS OF A PRODUCT.

The product is the main object on the market. It has cost and use value (or value), has a certain quality, technical level and reliability, usefulness specified by consumers, efficiency indicators in production and consumption, and other very important characteristics. It is in the product that all the features and contradictions of the development of market relations in the economy are reflected. A product is an accurate indicator of the economic strength and activity of the manufacturer. The effectiveness of the factors that determine the position of the manufacturer is checked in the process of competitive rivalry of goods in the conditions of a developed market mechanism, which makes it possible to identify the differences between a given product and a competing product both in terms of the degree of compliance with a specific social need and in terms of the costs of satisfying it. To do this, the product must have a certain competitiveness.

The competitiveness of a product is a level of its economic, technical and operational parameters that allows it to withstand rivalry (competition) with other similar products on the market. Moreover, competitiveness is Comparative characteristics of a product, containing a comprehensive assessment of the entire set of production, commercial, organizational and economic indicators in relation to the identified market requirements or properties of another product.

It is determined by the totality of consumer properties of a given competing product according to the degree of compliance with social needs, taking into account the costs of satisfying them, prices, conditions of delivery and operation in the process of productive and (or) personal consumption.

Let us consider separately all the component indicators of product competitiveness.

The technical indicators of a product are determined by assessing the compliance of its technical level, quality and reliability with modern requirements put forward by consumers on the market. These requirements most fully reflect their social and individual needs at the achieved (predicted) level of socio-economic development and scientific and technological progress both in our country and abroad.

Basic consumer requirements for technical indicators are reflected in national and international standards.

Standardization means the development and establishment of technical indicators (standards) for products accepted for release, methods of their labeling, packaging, transportation and storage. The document that defines (standardizes) the subject being standardized is called a standard. It is not only a technical document, but also a state document. Standards include full description goods and contain technical specifications for its production, rules for acceptance, sorting, packaging, labeling, transportation and storage. When assessing the quality of a product, its compliance with standards is first determined. Compliance with standards is a regulated consumer parameter, violation of which reduces the competitiveness of a product to zero.

Each country has its own product standardization system, corresponding to the degree of development national economy, science, engineering and technology.

At the same time, as the integration of the national economy into the world economy deepens and the foreign economic cooperation of commodity producers expands, the development of international standardization of goods and the achievement of compliance of national standards with international requirements for the quality of goods are becoming increasingly important.

International standards eliminate the limitations, heterogeneity, and inconsistency of national norms and rules of different countries. For these purposes, a specially created International Organization for Standardization (ISO – International Organization for Standardization) functions.

The International Coordination Center for Standardization is a permanent meeting of government officials at the UN Economic Commission for Europe. The meeting develops recommendations to the governments of member countries regarding the standardization of goods most important for international trade.

Product quality is the degree to which the established technical level is achieved in the production of each unit of commercial product. It is determined either by the organoleptic method (using the senses), or by laboratory research using instruments, apparatus, reagents and other technical means.

The technical competitiveness of goods is a very flexible and dynamic indicator. It is constantly changing in accordance with the pace of scientific and technological progress occurring both within the country and among the world's leading manufacturers of certain products.

Commercial terms. The main indicators that determine the commercial conditions for the competitiveness of goods include:

Price indicators;

Indicators characterizing the terms of delivery and payments for goods supplied;

Indicators characterizing the features of the tax and customs system operating in the market of producers and consumers;

Indicators reflecting the degree of responsibility of sellers for fulfilling obligations and guarantees.

The production price level directly determines the price competitiveness of the product. It is clear that the lower this level, the higher, other things being equal, the competitiveness of the product on the market and, therefore, the position of its manufacturer in competition with other manufacturers of similar products is preferable. Conversely, a higher price level reduces the price competitiveness of goods, often reducing it to zero. Taking into account these conditions, pricing policy is formed in the struggle to increase the competitiveness of manufactured goods.

The same picture can be seen with respect to the fulfillment of delivery and payment terms. The more flexible these conditions are, the more they correspond to the interests of buyers, the more preferable the product is in competitive rivalry with other similar products on the market. First of all, this concerns the timing and forms of delivery of goods and the variety of forms of payments and payments offered by the seller for the deliveries.

Also directly affecting competitiveness are the guarantees assumed by the product manufacturer and the responsibility for fulfilling delivery obligations. deadlines products of high quality and reliability.

The organizational conditions for the acquisition and use of goods by consumers ensure the actual implementation of commercial indicators of its competitiveness. These include:

Ensuring the closest possible proximity of sellers of goods to buyers, which affects the reduction of distribution costs and, therefore, the level of its price;

Delivery of goods to places of consumption not only through large wholesale transit, but also in small quantities through warehouse enterprises. The basis for economical delivery of goods is the ability to competently use transport charters, codes, transportation rules, transport tariffs and other fundamental documents in this area;

Expansion of after-sales service provided to consumers with warranty and post-warranty service. Currently, the buyer makes a mandatory requirement to the seller of the product: the service must ensure the functionality of the product throughout its entire service life. The seller, for his part, does his best to ensure that the buyer's expectations are met, and therefore the organization of a strong customer service and its effective functioning is the primary concern of any industrial company that wants to successfully enter the market. The service organization must follow the basic rules of effective customer service. This requires: 1) a well-prepared strategy that determines the most optimal level of service for each market segment; 2) skillful use of advertising, conveying to the buyer all the advantages of the service and guaranteeing a strong connection between the client and the buyer; 3) a clear system for supplying spare parts; 4) a system of rules for calling customer service employees; 5) personnel training related to communicating service standards to each performer.

The service is divided into pre-sales and after-sales, and the latter into warranty and post-warranty.

Pre-sale service consists of eliminating problems caused by the transportation of products, bringing them into working condition, testing, demonstrating the product in operation to the buyer, etc. During the period of post-warranty service, the selling company carries out scheduled preventative repairs and major renovation, supplies spare parts, gives advice on effective use technology. At the buyer's request, modernization of sold products and additional training of personnel are carried out. Task after warranty repair- reduce equipment downtime, increase turnaround time, increase operational safety and ultimately gain a stable position in the market, achieve the competitiveness of manufactured products;

Development of advertising and technical information on high quality and organizational levels. It must be remembered that the main element of advertising, which determines its effectiveness for industrial goods, is, first of all, the content of the advertising text, its informativeness and evidence, unconditional reliability, in contrast to advertising for consumer goods. It contains advertising text that is more emotional, easy to understand, often embellished, and the “image” of the product, its image, is often not generally connected with its consumer properties. The main goal of advertising work is to attract maximum attention to the product business people and increase its competitiveness;

Demand formation and sales promotion - FOSSTIS as a key direction in the competition for a strong place in the product sales market. Demand generation (DF) is to inform a potential buyer about the existence of a product, inform him about the needs that are satisfied by this product, minimize distrust of the product on the part of buyers and convey to them guarantees of protecting the interests of buyers in the event that they do not satisfied with the purchase. The main task of the FOS organization is to introduce a new product to the market, ensuring its competitiveness and the planned sales volume.

The task of sales promotion (STIS) is to encourage the buyer to make subsequent purchases of this product, to purchase large quantities, and to have regular commercial relations. Activities to organize sales promotion are especially important when there are many competing goods on the market that differ little in their consumer properties, and STIs promises the buyer tangible benefits due to the discounts offered, subject to the purchase of large quantities of goods and regular purchases a certain number products (“bonus” discounts). When promoting sales, after-sale, accompanying “gifts”, free distribution of product samples, free transfer of goods for temporary use “for testing” for the sale of large quantities of goods, and acceptance of a used product as a down payment for a new item are often used. The organization of presentations, press conferences and other organizational measures to introduce a new product to the market and ensure its competitiveness is of great importance.

Economic conditions of consumption. According to the economic conditions of consumption, the competitiveness of a product includes a large number of indicators, including the main ones; which should include:

Energy intensity and efficiency in the consumption of raw materials per unit of output or work performed;

Cost of raw materials and operating materials;

Level of non-waste technologies used;

Reliability, frequency and cost of repairs, cost of spare parts;

Number service personnel and his qualifications.

By cumulatively calculating the costs of paying for energy and raw materials, estimating the cost of maintenance and repairs, calculating the costs of paying service personnel and other cost items, the total costs of consuming goods are determined. For finished products, and above all for machinery and equipment, consumption costs are determined for the entire period of operation, and for raw materials - per unit of their weight, volume and value.

As a result of the influence of the entire set of the above indicators, the full price of consumption of the product is formed, which decisively influences its competitiveness.

The full price of consumption consists of the price paid by the consumer when purchasing the product and consumption costs. This takes into account customs duties, taxes and fees paid by the buyer, as well as payments on loans received.

The general empirical formula for the competitiveness of a product is:

competitiveness = quality + price + service

The competitiveness of a product is a relative concept; it can be predicted in the process of developing samples, but real competitiveness is assessed only on the market when compared with both the characteristics and the terms of sale and service of similar competing products.

When assessing the competitiveness of exported domestic goods, it is necessary to take into account the presence of factors such as insufficient technical and economic information, since manufacturers mainly use prospectuses and catalogs of competitors; length of time and frequent failures in the execution of orders; lack of sufficiently developed product distribution networks close to foreign consumers; lack of an objective assessment of the level of consumption costs of competitors, etc. The influence of these factors should be minimized as much as possible.

In the product market, competitiveness is viewed from the consumer's point of view. At the same time, it is quite obvious that the buyer is primarily interested in consumption efficiency (E p), defined as the ratio of the total beneficial effect, i.e. total consumer properties of the product (P) to the total costs of purchasing and using the product (C). Consequently, the conditions for the competitiveness of a product on the part of the consumer take the form:

E p =P/C ® max;

Under these conditions, the manufacturer never forgets about his own interests. The profitability of his own activities is the main condition for commercial success. To ensure the advantages of the supplied goods in terms of price, quality, delivery conditions and service, the manufacturer is forced, as a rule, to spend additional funds allocated from profits. Therefore, for a manufacturer, the conditions for the competitiveness of his product in practical terms are assessed as the ratio of total sales revenue to the total costs of manufacturing, delivery of the product and its service.

The approach to evaluating a product from the manufacturer’s position is traditional and expresses, first of all, a sales strategy to achieve their unconditional profitability. At the same time, sellers must certainly use an assessment of the competitiveness of their goods from the position of buyers as one of the most important guidelines in their work in conditions of market competition.

2. ASSESSMENT OF PRODUCT COMPETITIVENESS

In its essence, a product (work, services) is the only means of generating profit and thereby the main instrument of competition, its material basis. Wherever there is competition for improving product quality and maximizing profits, reducing production costs, a comprehensive assessment of the competitiveness of a product becomes important. The main factors of this assessment include:

Economic potential and economic growth rates;

Level of development of science and technology;

Participation in the international division of labor;

Dynamism and capacity of the domestic market;

Socio-economic and internal political situation;

Flexibility of the financial system;

State regulation of the economy;

Provision of labor and material resources and the level of qualifications of labor resources.

Traditionally, goods produced in the USA, Japan, Germany, Switzerland, France and a number of other countries are highly competitive. The main conditions for increasing the competitiveness of goods in these countries are: assessment of the global structure of both domestic and global demand; high degree adaptation of the economy to the evolution of demand; precise choice of national specialization corresponding to internal capabilities and trends in the international division of labor; the ability to avoid intense and senseless competition; mobile and operational ability to switch to the production of new products and development of new markets.

The art of competition today, to a greater extent than before, lies in skillfully avoiding it. The winner is not the one who rushes headlong into intense competition, but the one who, having chosen the right position, knows how to avoid cruel and senseless competition.

As part of commercial activities for anyone independent enterprise or a company, the key factors for success in competition are: achieving a stable financial position in the market; availability of advanced technology and high potential of own research and development; ability to carry out and use effectively marketing research; the ability to maneuver by changing the quality and price characteristics of the goods sold, as well as providing a range of services, including engineering, consulting, technical maintenance, transport, communications, intermediary services, etc.; Availability of our own supply and sales network, serviced by experienced specialists; implementation of effective advertising and public relations systems; analysis of weak and strengths main competing companies based on objective information.

By releasing competitive products, the manufacturer ensures a strong place in the market. In the struggle for the competitiveness of manufactured goods, non-price methods are used along with price methods.

As noted earlier, pricing methods are based on extracting additional profits by reducing production and sales costs, lowering prices without changing the range and quality of products. By reducing the price, you can capture certain market segments. These methods are often used by Japanese businessmen. When entering new markets, they often reduce the price level by 10% or more, and often use dumping prices, despite the sharp discontent of their competitors and the established prohibitions in international trade legislation (an element of unfair competition).

There is a concept and hidden price competition. It is used when a product is sold at the same price as competitors, but of higher quality. Indicators of hidden price competition include: reducing consumption costs by increasing the efficiency of the product due to reduced energy consumption, increasing the service life of the product, a wider scope of free after-sales service for delivery, assembly, adjustment, maintenance, etc.

Under the influence of the scientific and technological revolution, the market success of new products, in contrast to traditional ones, can be achieved at relatively high prices, which in this case have less influence on demand than the consumer properties of the goods (quality, novelty, reliability, design, etc. ). This relates to the increasing concept of the role of non-price forms of competition.

Non-price competition involves changing the properties of a product, giving it qualitatively new properties, creating new products to satisfy the same needs, offering products that did not exist before, updating the properties of a product that are a symbol of fashion, prestige, improving the range of services accompanying the product (demonstration of goods, offer complex of related additional services and (or) goods, increasing the period of warranty repairs, etc.).

Factors of non-price inter-firm competition also include the production of high-tech products and the movement of capital into these industries. Thus, mechanical engineering products are classified as knowledge-intensive if the share of R&D expenses (research and development work) is 5% or more of sales volume. Based on this, knowledge-intensive products include products of electronic computer technology, communication equipment, control and measuring electronic and electrical instruments, X-ray and radiological equipment, integrated circuits and discrete semiconductor devices, nuclear reactors, etc. However, one should not discount the fact that the leading countries of the world, along with an increase in exports of high-tech products to a level of 30%, the attention of firms has shifted to increasing the scientific and technical level of traditional equipment of enterprises in the chemical, metallurgical, electric power, textile, food, footwear, printing and other industries.

An important factor non-price competition are cost-effectiveness and minimization of delivery times, which can be observed in the conditions of delivery of the required products of a given quality to the place and time specified by the contractual conditions, taking into account the minimum total costs for the export and import of products. At the same time, the seller has the opportunity, using the latest loading and unloading equipment and mobile vehicles, receive increased profits. But domestic entrepreneurs, unfortunately, often do not meet the deadlines for the delivery of goods and provision of services. short time, cannot competently and quickly conclude agreements and contracts and comply with their terms.

It is impossible not to highlight such a factor of non-price competition as the creation of a powerful sales network and service department, which are regulated by state legislation (transport charters, tariffs, the procedure for creating markups for services, etc.).

It must be remembered that the parameters of non-price competition, as a rule, are formed in accordance with international and national standards for the quality of manufacturing and packaging of goods, ease of use and consumption, quality of staff training, design and many other parameters of meeting consumer demands.

If we consider the competitiveness of goods on the world market by certain groups, the following picture is visible: the USA, France, Italy, Germany are in the lead in agricultural goods; for general engineering products - Germany, USA, Japan, France; for household electrical appliances - Japan, Germany, Italy, USA; for passenger cars - Japan, Germany, France, Italy, USA; for trucks - Germany, Japan, USA, France, Italy; for clothing - Italy, France, Great Britain, USA, Germany, Japan. Ten countries of the world - the USA, Japan, Germany, Sweden, Switzerland, Italy, Great Britain, Denmark, Singapore, Korea - accounted for 1/2 of all world exports in 1985. This clearly confirms the idea that there are no and cannot be absolute leaders in the competitiveness of goods, just as it is impossible to identify any defining parameter for assessing the competitiveness of a product. It is known that, of two homogeneous goods, a consumer will, as a rule, choose the one that is cheaper, and at the same price, the one whose consumer properties are higher. In the struggle for the competitiveness of a product, the manufacturer must always remember these rules and be guided by them.

In general, assessing the competitiveness of a product, as can be seen from Figure 1, includes studying the market, competitors, customer needs and product evaluation parameters. In world practice, the quantitative assessment of a competitive product consists of three stages:

Market analysis and selection of the most competitive sample product as a basis for comparison and determination of the level of competitiveness of the product;

Definition of a set of compared parameters of two products;

Calculation of the integral indicator of product competitiveness.

Selecting a sample product. This is one of the most critical moments in analyzing the competitiveness of a product. An error at this stage can lead to distortion of the results of the entire work. The sample must belong to the same product group as the product being analyzed; be the most representative for a given market, and its main parameters should be considered in dynamics, taking into account the time factor in a rapidly changing market environment.

Definition of a set of compared parameters. In this case, the parameters characterizing the consumer properties of the product (its use value) and the parameters expressing its economic properties (cost) are compared.

The consumer properties of a product, which make up its beneficial effect, are determined by a set of “hard” and “soft” consumer parameters.

“Hard parameters” describe the essential functions of a product and its associated characteristics, as defined by the design principles of the product. They have a certain value, expressed in certain units (for example, power, size, temperature, etc.). The most representative group of “hard” parameters are technical, which in turn are divided into parameters of purpose (classification, technical efficiency, design), energy and economic parameters, as well as parameters of compliance with national and international standards, regulations, legislative acts, etc. - all these are regulated parameters.

“Soft” parameters characterize the aesthetic properties of the product, i.e. are an expression of design, packaging, color and give products a special appeal. Recently, in domestic markets, the importance of “soft” parameters has noticeably increased, and not only for consumer goods, but also production value. “Soft” parameters, as a rule, do not have a natural physical measure and are difficult to quantify.

Determining a set of consumer parameters forms the basis for analyzing the competitiveness of a product. When analyzing all the parameters, those that are of greatest importance to consumers are brought to the fore. The value of each parameter is determined by a group of experts who have a sufficient amount of reliable market information. This approach does not exclude careful research and secondary parameters that can play a role in competitive competition. decisive role. The goal of this research approach is to maximize customer satisfaction.

An assessment is possible on the basis of organoleptic methods based on a person’s subjective perception of one or another property of an object and the expression of the result of perception in digital (score) form.

It may also be useful to evaluate a product not so much by its direct perception, but rather on the basis of experience in marketing activities in the market, based on an intuitive determination of the role of a particular property in meeting the needs of customers. This method is called qualimetric, since it is based on the comparison of various properties of the product. Taking into account the totality of all opinions, a quantitative assessment of the “soft” parameter is constructed.

Using a similar scheme, a set of economic (cost) parameters of a product is determined, characterizing its basic properties through the buyer’s costs for purchasing and using the product throughout the entire period of its consumption.

The values of economic parameters (costs) are determined by: the price of the product (C 1), the costs of its transportation (C 2), installation (C 3), operation (C 4), repair (C 5), maintenance (C 6), personnel training (C 7), taxes (C 8), insurance premiums(C 9), etc. Together, these expenses make up the price of consumption - C, i.e. the amount of funds needed by the consumer during the entire service life of the product:

C = C 1 + C 2 + C 3 + C 4 + C 5 + C 6 + C 7 + C 8 + C 9 +…+C m;

where the terms of the economic parameters are individual for each product.

As a rule, the cost of operating a product often significantly exceeds the purchase price.

Calculation of the integral indicator of product competitiveness. This calculation is based on comparing the parameters of a given product with the parameters of an existing or developing product that most fully reflects the needs of customers.

Sample for comparative analysis is selected on the basis of information obtained as a result of market research on the nature of customer requirements, both direct - as a result of targeted collection of information, and indirect - taking into account data on sales volumes and market shares of the most competitive goods.

To assess the relationship between the parameters of the product under consideration and the parameters of the sample, the percentage of the degree of compliance of this product with the parameters of the standard is found.

The degree of compliance is determined in the form of a percentage ratio of the actual value of the parameter to the value at which the need is 100% satisfied. For example, the lifespan of an aircraft engine produced by a manufacturer is 80 thousand flight hours, while similar engines that are in active demand on the market have a lifespan of 100 thousand flight hours. It follows that the need for this parameter in our example is satisfied only by 80%, which, other things being equal, makes the manufactured engine not competitive in the market. Or another example. A hair dryer with automatic switching runs continuously for 30 minutes, and the consumer needs it to run for 60 minutes before turning off. In this example, the need for this parameter is satisfied by only 50%. A similar calculation is carried out for all quantitatively assessed parameters in order to obtain a parametric index for each of them. Summarizing the results obtained, a general quantitative assessment of the “soft” parameter is constructed, which is correlated with a similar assessment of the corresponding parameter of the competitor’s product.

The degree of satisfaction of the buyer's needs with the consumer properties of the product is assessed using the summary parametric index J n, which is calculated by the formula:

J n = S a j *i j ;

Where: n is the number of analyzed quantitative parameters; and j is the weight of the j-th parametric index; i j is the parametric index of the jth parameter.

It should be borne in mind that J n should not exceed 100%, since a need satisfied above 100% has no economic meaning.

The composite competitiveness index for economic parameters 3 is determined by the formula:

J e = S a i j i;

Where: n is the number of analyzed quantitative parameters; and i is the weight of the i-th parametric index; j i - parametric index of the i-th parameter.

Composite indices of competitiveness according to consumer economic parameters (J n * J e) provide an integral indicator of the relative competitiveness (K) of the product in relation to the sample. This indicator reflects the differences between the consumer effects of compared products:

If K>1, the analyzed product is superior in competitiveness to the sample; if K, it is inferior; if K = 1, it is at the same level. The general task is to get K1. This is possible with an increase in J n and a decrease in J e, i.e. through targeted improvement of the relevant consumer and economic parameters of the product.

The integral indicator of the competitiveness of a product is an expression of the degree of attractiveness of the product for the buyer.

The attractiveness of the goods being sold for the seller lies in the net proceeds equal to the contract price minus the costs of sale, delivery, taxes, duties, and excise taxes. Therefore, the specific weight of the effect for the seller (K pr), characterizing the economic feasibility of selling products, will be equal to:

K pr = B r / W;

where B r - net cash proceeds from sales;

3 - total costs of producing a unit of product and its delivery.

The competitiveness of a product is constantly being improved, achieving maximum compliance of its consumer and cost characteristics with existing and especially predicted customer needs.

Based on identifying market changes in the market conditions of the analyzed product, a selection is made of those groups of products that are more consistent with consumer needs. Next, forecasts for the emergence of new competitors' products are studied. At the same time, those new products are highlighted whose likelihood of successful sale is obvious and which will cause fierce rivalry between competitors. After this, they are formed technical requirements to product parameters. In conclusion, evaluation tables are compiled for the correspondence between the parameters of several interesting new products and those technologies without which the release of a new product is impossible.

Ultimately, the choice of option is determined by the limitations that exist for a given industrial firm in the field of technology, material support and communications. A correctly chosen option for increasing the competitiveness of a product will allow you to avoid senseless losses to the maximum extent, and the results obtained from the analysis of this wide range of parameters will allow you to formulate a program of targeted changes in the production, financial, economic and sales work of an industrial company to strengthen its position in the competitive struggle in the market.

3. WAYS TO INCREASE THE COMPETITIVENESS OF A PRODUCT

For many decades in our country, in conditions of high monopolization of producers, the regulator of production was not real demand, but - exactly the opposite - production and the administrative-command distribution mechanism regulated consumption, shaped the needs and tastes of buyers. Under these conditions, the problem of product competitiveness practically never arose among manufacturers, and if it did arise, it was solved only in relation to those products that were to be sold on the foreign market. With the development of the market mechanism, this problem in our country, naturally, sharply worsened, and its solution required all market participants active search ways and methods of increasing the competitiveness of produced and consumed goods. In this regard, in the modern economy, the main direction of the financial, economic and production and sales strategy of each manufacturer is to increase the competitiveness of the goods it produces in order to consolidate its position in the market in order to obtain maximum profits.

It was noted above that in the competition policy regarding a product, first of all, its functional purpose, reliability, durability, ease of use, aesthetic appearance, packaging, service, guarantees, accompanying documents, instructions and other characteristics are taken into account, i.e. the ability of a product to satisfy the overall needs of the buyer better than competing products. Creating such a consumer value of a product that would include the entire set of properties of its own product, as well as those accompanying it, is the most important condition for survival in the market. Thus, a wonderful car design with poor maintenance will not save a new car brand from failure in the market.

The manufacturer, creating a competitive product, applies various strategies. For example, he can:

To differentiate the company’s products in the eyes of customers from competitors’ products;

Select from the goods planned for production the one that is most attractive to all buyers, and on this basis make a breakthrough in the market;

Find new uses for manufactured goods;

Timely remove economically ineffective products from the enterprise’s sales program;

Find access to new markets with both old and new products;

Carry out modification of manufactured goods in accordance with new tastes and needs of customers;

Regularly develop and improve the service system for goods sold and the sales promotion system as a whole.

The wide spread of competition under the influence of the international division of labor and scientific and technological progress is pushing manufacturers to intensify the search for new competitive products and new markets for their sales.

In international practice, it is considered advisable to produce not just one product, but a fairly wide parametric range of them, forming an assortment set.

The more extensive the parametric series and assortment sets are, the higher the likelihood that the buyer will find the optimal purchasing option. For example, they produce forklifts of the same type, but they differ from each other in load capacity, speed, turning radius, etc. Each consumer, taking into account the specific conditions of his work, requires certain operational parameters of the purchased forklifts. If the seller is able to provide them, the purchase will take place; if not, the buyer will look for another seller.

To assess the competitiveness of a product, it is necessary to resolve a wide range of issues and, first of all, to obtain objective information about those markets where the product is already sold or proposed to be sold, about its competitors. The main focus is on market analysis. This especially applies to assessing those needs that the proposed product does not satisfy, to identifying the negative and positive properties of this product that consumers note. In conclusion, the question is resolved whether the currently manufactured product meets the requirements of end consumers in terms of technical level and quality, and its competitiveness is assessed as a result of a comprehensive market study.

Based on an assessment of the current and future competitiveness of the product, a decision is made on further production and sales policy:

Whether to continue production of this product and its sales;

Whether to carry out modernization to transform the product into a product of market novelty;

Whether to discontinue it and start producing a new product;

Should we start searching for a new sales market, taking into account the sufficiency of financial and material resources, the availability of a supply and distribution network for the product, and the ability to provide service for the sold product.

Undoubtedly, the issue should be studied by the industrial company about own capabilities ensuring such a volume of production of goods that would allow us to capture the planned shares of the intended market in order to ensure the profitability of production and sales. The issue of resource provision for the enterprise is very important - the ability to acquire necessary materials, components, semi-finished products, attract the required financial resources and the necessary personnel with the appropriate level of qualifications.

The key to gaining market position relative to numerous competitors is the timely updating of manufactured goods, preparation and organization of production of new types of products. In the modern world, the creation and production of new products are crucial for the prosperity of an enterprise. According to statistics, after the development of new products, which form the basis of production, the growth rate of its sales is approximately twice as high as that of competitors. By releasing new products and expanding the range of goods offered, firms seek to reduce dependence on one product, which can lead to bankruptcy at any time, given unpredictable market changes. It is known that today many enterprises and firms in our country are embarking on a serious restructuring of production and, along with updating core products, are launching the production of consumer goods.

However, the creation of a new product is an extremely complex process, since in addition to design and technological solutions and modernization of the production base, it is ultimately about creating a mass of goods that fully meets market requirements. It is known that a significant number of new products introduced to the market fail commercially: approximately 8 out of 10 do not live up to the manufacturers' hopes for them. The main reasons are: insufficient knowledge of the state of demand for a given product, technical and operational defects of the product, ineffective advertising, inflated prices, unforeseen responses from competitors, incorrectly chosen time to enter the market, unresolved production problems, i.e. In general, competition policy was predicted incorrectly.

The concept of creating a new product today is based not so much on compliance with traditional aspirations to achieve new technical and technical-economic parameters, but rather on the desire to create a “product of market novelty” with a high level of competitiveness relative to other similar products.

After a preliminary assessment of the idea of creating a new product (and, as a rule, many of these ideas are studied), which is based on: a thorough analysis of the consumer’s advantages when switching to the purchase of new products; market capacity and difficulties of penetration into it; the nature and intensity of competition for similar products; the possibility of competitors entering the same market with similar products - the management of the enterprise is studying an assessment of the economic efficiency of releasing a new product. This assessment includes, first of all, determining the economic parameters of manufacturing the prototype, calculating the cost of production and sales, and determining possible revenue from sales. Comparing expenses with income allows us to decide on the feasibility of launching a new production. Then a detailed business plan for the release of a new product is developed, sources of supply are explored and a set of measures is developed to ensure the sale of the product - from advertising to technical service.

To make a decision to release a new product decisive influence have two factors:

Production - the level of availability of resources is determined and assessed and a calculation of total costs is made;

Market - the possibilities of creating a competitive product are studied and assessed.

When developing a market strategy, it is very important to learn how to promptly remove economically ineffective goods from the production program of an industrial company.

As a rule, goods that are obsolete in certain markets are withdrawn. The market situation must be constantly monitored, only in this case the company will be able to make the right decision on the production of new products and the removal of obsolete ones.

When choosing ways to increase the competitiveness of a product, it is often a very timely decision not to launch a new one, not to discontinue an obsolete product, but to modify the product. The decision to modify a product is made in order to meet the special requirements of customers to obtain greater profits.

Indisputable is the development of such an area of increasing the competitiveness of goods as the timely provision of a range of services related to the sale and use of machinery, equipment and other industrial products and ensuring their constant readiness for highly efficient operation, i.e. service maintenance. With skillful organization, service is a decisive factor in increasing the competitiveness of a product, since prices for spare parts are 1.5 - 2.0 times lower than prices for components used in production.

In certain sectors of our industry and especially abroad, there is a practice according to which the manufacturer guarantees the supply of spare parts for the products sold for a certain more or less long period (often 10-12 years) after their discontinuation, which is very attractive for users. It is very important that service workers, who come into contact with installed equipment every day, serve as a source of the most valuable ideas regarding increasing the level of competitiveness of existing and new products.

In solving the problems of increasing the competitiveness of products, the problem of selecting and developing new sales markets is becoming increasingly important every year. In this regard, analytical and search efforts in this area are very important for any enterprise. New sales markets can decisively change the competitiveness of a product and the profitability of sales activities. It is clear that by introducing a product into a new market, you can extend the product’s life cycle. Seasonal fluctuations in demand can contribute to the successful sale of the same product in different parts of the planet. And an increase in sales volumes in new markets will reduce production costs per unit of production, primarily through the use of cheap labor, fairly low levels of taxes and customs duties and a number of other factors in new markets. In this regard, it is very important for further development competitiveness of the product (before moving on to a new one, its modification, or discontinuation of production), try to enter a new sales market with it, since its competitiveness in the domestic market has fallen sharply. But at the same time, it is necessary to know exactly the degree to which new markets are supplied with highly qualified employees of repair and maintenance organizations, since otherwise buyers may demand increased reliability and simplified design of products sold.

§4. ASSESSMENT OF THE COMPETITIVENESS OF THE PRODUCT “NEWSPAPER “FRESH ANNOUNCEMENTS”

As a product for carrying out practical analysis competitiveness, we chose such a product as the newspaper “Fresh Ads”. And although in professional circles there is a debate about whether a newspaper is a product or a service, we proceed from the fact that a product is everything that is sold on the market and has its own buyer and seller. We leave the solution to the question: whether a newspaper is a product or a service in a marketing sense for the thesis.

The model for assessing the competitiveness of the product in question includes the following steps:

1. Structuring, forming into a classification series the main parameters by which the competitiveness of the product under study will be assessed. As a rule, their number is limited to ten.

2. Each parameter is divided into quality levels. They can be binary (“yes – no” or “1 – 0”), three-factor (“yes – partially – no” or “+1 0 –1), but the best and most common are “student” 5-point scales at six levels from “0” (no characteristic) to “5” (excellent characteristic).

3. Create a matrix table “Parameters * Levels” (10 * 6 = 60 cells) and use it to evaluate the product under study.

4. The overall quality index K 0 is calculated (as the arithmetic mean of quality indicators), and a graphical display of the matrix is constructed.

5. Based on the final indicators of the quality index K 0, the competitiveness of the product is assessed in accordance with the intervals:

5.00 – 4.51: extremely high competitiveness of the product;

4.50 – 3.51: high competitiveness of the product;

3.50 – 2.51: average competitiveness of the product;

2.50 – 1.51: low competitiveness of the product;

1.50 – 0.00: lack of competitiveness of the product.

We chose the following as the main parameters for assessing the competitiveness of the publication in question:

1. Title.

2. Headings.

4. “Face” of the newspaper.

6. Graphics.

7. Economics.

10. Design.

These parameters are assessed on a five-point scale with six levels (Table 1).

Table 1. Newspaper evaluation matrix.

Parameters of the publication being evaluated	Publication assessment levels (0-6 points)
Parameters of the publication being evaluated	"very bad"		"Unsatisfactory"	"Satisfactorily"	"Fine"	"Great"
1. Title and epigraph (slogan)	Gray boring title and performance	The name repeats, copies something well-known	The title is not clear without explanation	The name is not catchy, the epigraph is “businesslike”	The title and epigraph were chosen “to the point”	Each letter is figuratively worked out
2. Headings (structure, typeface)	They don't attract attention, they're not interesting at all.	Standard, highly professional	Template, familiar	Up to 10 – 20% attract attention	Original, but not scandalous	All original, a little scandalous
3. Content (informativeness, interest)	Everything can be learned from 2-3 other publications	New, helpful information no more than 2-5%	Reprints from other publications up to 30-50%	Up to 10–20% of materials are interesting based on facts	Up to 50-70% of materials are interesting	Read from first to last line
4. “Face” of the newspaper (zest, image, recognition)	Newspaper as an insert for another	Repeats, copies officialdom	Attracts attention no more than 1-2 lines in the newspaper	No more than 10-20% of your own “individual” materials	From a distance it is recognizable among other 20 - 30 newspapers	Even the price, the editorial board are presented in an original way
5. Language (form of presentation, presentation of materials)	There are 5-10 unclear words on the page	Standard, dry, official language	Interesting language in 1 – 2 notes	10–20% of materials are interesting in terms of language	The language of 50-70% of materials is interesting	Uniquely individual, author's
6. Graphic design (photos, screensavers)	No graphic design	Only 3-5 types of fonts are used	1-2 materials from 20 – 40 blocks are allocated	1-2 pages stand out (attract attention)	All pages are uniquely designed)	Each material has a graphic accent
7. Economics (price, payback, profit)	The price is set without calculation	Marketing market analysis is not carried out	Prices and profits determined (no guarantees)	There is an unstructured plan for the first 6-8 months	There is a business plan for 1-3 years	Each output is monitored and adjusted
8. Printing quality (paper, paint)	I don’t want to pick up a newspaper even for wrapping	The paper is bad, damp, coarse-grained	The paint is bad, dirty, dim	No bald spots, washouts, sloppiness	An original approach (for example, colored paper)	The color, the print, the paper is great.
9. Advertising (presentation, effect)	Advertising is no different from information	All advertising is monotonous and boring	1-2 out of 20-30 ad units are interesting	10-20% of advertising blocks are interesting and attractive	50-70% of advertising is interesting and individual	Every advertisement is viewed with interest.
10. Design (design, layout, etc.)	There is no design, uniform sample or approach	Homegrown, out-of-date design	Mixed page filling	Clear separation of pages and sections	Combining modules with a figurative solution	All rooms are bright, especially holiday ones

For the newspaper in question, an analysis of competitiveness indicators showed that (Fig. 2) the general quality index K 0 is: K 0 = (4+3+3+5+3+2+2+1+4+3)/10=3, 00, which, in accordance with the above competitiveness scale, means that the publication has an average level of competitiveness, and to increase it, the following measures must first be taken:

Improve the quality of printing in the newspaper;

Improve the graphic design of the newspaper;

Reorganize newspaper management systems.

If these shortcomings are eliminated (at least to the level of 4 points according to our matrix), the competitiveness of the newspaper will increase to the level: K 0 = (4+3+3+5+3+4+4+4+4+3)/10 = 3.70, which means the publication’s high competitiveness, and, consequently, an increase in its profitability.

CONCLUSION

In this paper, we examined the process of assessing the competitiveness of goods. Of course, our analysis is incomplete due to a number of circumstances. However, we do not abandon this topic and it will be further explored in our other works as we continue our studies.

At the same time, we have completed the tasks that we set for ourselves and consider our work to be quite qualified and successful.

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Of course, when carrying out such an analysis, the required evaluation parameters are clarified by conducting an appropriate study of the readership. We, to a certain extent, idealize the situation and use those criteria that are easier for us to evaluate.

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