analysis of the competitiveness of any company includes the study of internal and external competitive advantage that allows us not only to strengthen the company's position in the current sector, but also to expand into new markets, offering consumers a new and modern products.
external benefits based on the ability of the company to offer customers a quality product whose main advantage is a higher moral and aesthetic satisfaction of the population, while reducing costs and improving the efficiency of the impact of its implementation.The competitive advantage of this type strengthens the company's position in the market, and is using a strategy differences (differentiation) as an important component of its benefits.
As for the internal benefits, there is analysis of competitiveness is based on the supremacy of the company to the costs and expenses that it spends on the creation or delivery of the goods.In other words, this marketing strategy is aimed at reducing costs and, consequently, the final price of the goods, thereby making it possible to achieve increased sales in the segment of the population with little financial income.This analysis allows the company to be more profitable and resistant to further price reductions on the part of potential competitors in the event that other companies will also reduce the prices for similar goods or services.
Thus, the analysis of the competitiveness of the company has set itself the main objective - finding out what specific competitive advantages of the company can achieve, and how we can most effectively protect their financial interests.The latter fact depends on whether the company can successfully resist the pressure of the main competitive force on the market and competent analysis of competitiveness just allows you to find out.
all managers well-known model of competitive advantage of M. Porter, which includes analysis of five competitive forces faced by any company operating in the market:
- dependence on key suppliers;
- reliance on major customers;
- competition in the industry;
- the threat of substitution of basic goods and services;
- the threat of the arrival of new competitors.
competent analysis of the main competitive advantages of the company is also important because it allows us to objectively assess not only the current situation of the company and the niche it occupies, but also to identify opportunities to expand and strengthen the market position at the expense of those factors that will parseidentified as key.As an example, the layout plan of the analysis of the competitiveness of a company engaged jerseys.
In the first stage being investigated parameters such as production growth, the share of the market and analysis of key goods-analogues.Next compiled a master list of competitors, after which a plan is to include the major competitors in terms of their impact on the market.Among the many factors include the following categories:
management of the organization and management of the enterprise:
- strategy;
- tactical goals and objectives;
- entrepreneurial philosophy and culture;
Manufacture:
- equipment and its update;
- the number of products;
- dependence on suppliers;
- flexible production lines.
Marketing Strategy:
- range of products;
- wholesale and retail trade;
- known firms;
- advertising;
- prices;
- quick reflexes and changes in fashion.
Thus, the analysis of the competitiveness of the enterprise on an example of a plan diagram clearly shows what factors to consider when carrying out related research.The importance of this whole process is evident not only a clear understanding of the market situation and the determination of its location on the market, but also the opportunity to assess the full potential of the company, including hidden.In this respect, the analysis of competitiveness is extremely important and is a necessity in any modern company.
