Competitiveness - a concept that characterizes the capabilities of the subject or object of production bypass analogues in the circumstances.Information on this indicator provides an objective picture of how a product in demand.So, there are guiding the development of the business and the entrepreneur or other entity is always ready for a change.The latter is very important as it allows you to quickly adapt to new realities.
Various methods of assessment are used by competitive entities, the state, investors, producers, consumers.Each of these analyzes from the perspective of their own benefit in a market economy.For example, the investor is interested in attraction of the enterprise or region in order to find out whether they invest.Also important moment of justification already invested capital.This method of valuation of competitiveness of the enterprise should take into account the following indicators:
- price relationships with peers;
- Characteristics of product quality;
- level of service (before and after the purchase), the effectiveness of advertising techniques used by the manufacturer.
and most convenient way of comparative evaluation can be called a polygon competitiveness.The method is good because it is quite clear and enables the company to compare products or services.He represents a display of the drawing position of the compared elements for each indicator.
So polygon competitiveness is based on the following characteristics, which are represented by vectors directed in different directions from one point:
1. price of the product (service);
2. defines the concept of goods and services;
3. level of service in the sale (the level of qualification of the personnel);
4. service after the sale (delivery, assembly, warranty and repair);
5. Market products (branded stores, restaurants, showrooms, etc.);
6. Finance, which the enterprise;
7. novelty of the product or the experience of the enterprise;
8. level of information impact on the consumer (advertising, website).
It should be noted that these are only approximate values for the axes, for each product, the service, the company has its own characteristics, due to different spheres of production.Therefore, the values can vary and fluctuate depending on the objects of study.
Once constructed axis and defines their values, can be on a point system to determine the place of each enterprise, the goods to them.Under this provision, each object is drawn polygon competitiveness, that is connected to a point - figures.Then, looking at the figures obtained, we can see the advantages and disadvantages of all the evaluated objects.On the basis of the information received must be secured good results and work to eliminate the shortcomings, deficiencies manifested in the comparative analysis.
It should be noted that all the marketing moves, which will be carried out, must take into account not only the specific plans for the entrepreneur, but also similar proposals competitors.For example, store discount program must not only be profitable, it must be better.
truth and this simple method (graphical polygon competitiveness) has several drawbacks.For example, it is impossible to derive predictions about future products or services are not considered unfair kinds of struggle for the consumer.Therefore, you should use multiple methods of investigation, and after a certain period of time to order a professional to analyze the status and location of a product or production market.
