ESTIMATION OF COMPETITIVENESS OF PRODUCTS OF THE MACHINE-BUILDING ENTERPRISE AS THE INTEGRAL CHARACTERISTIC OF EFFICIENCY OF ITS MARKETING ACTIVITY
DOI:
https://doi.org/10.31891/mdes/2022-4-13Keywords:
product competitiveness, marketing activity, machine-building enterprise, integrated evaluation, criteriaAbstract
Ensuring the competitiveness of products requires the introduction of quality evaluation methods based on the results of which it is possible to rationally approach the construction of enterprise management system. It is appropriate to combine the system characteristics of the procedures for assessing the competitiveness of products and ensuring the effectiveness of marketing activities of the enterprise. Strengthens the results of the study of the allocation of the enterprise of a particular industry, which allows you to thoroughly pay attention to the priority features in certain areas of research.
The purpose of the article is the scientific substantiation of the theoretical and methodological features of assessing the competitiveness of products of machine-building enterprises and improving its tools, taking into account the integrated characteristics of ensuring the effectiveness of marketing activities. The set of objectives of the article concerns the study of existing methodological approaches to assessing the competitiveness of products, which sufficiently take into account the peculiarities of machine-building enterprises and develop their own methodology, which provides a rational selection of evaluation criteria and meets modern marketing requirements.
In the process of writing the article used general and special methods of synthesis and systems analysis, systems analysis and theoretical generalization, expert surveys, groupings and logical analysis, systems and comparative analysis.
The article proves the priority of assessing the competitiveness of enterprise products in the system of ensuring the effectiveness of its marketing activities. The scientific views on the importance of product competitiveness and the effectiveness of marketing activities for enterprise development are summarized. Conceptual characteristics of competitiveness of machine-building enterprise products are given, which served as a basis for selection of evaluation criteria (growth rate of production volumes, average price index, product profitability, product resource intensity, product manufacturability index, product range breadth).
The assessment of the competitiveness of the products of the machine-building enterprise was carried out using the method of expert evaluations, and the objectivity of the experts’ opinions was checked by the concordance coefficient and criterion X2. Analytical methods based on the performance of machine-building enterprises and multiplicative mathematical calculations were also used. The author’s method of integrated assessment of competitiveness of products of machine - building enterprise is offered. It is established that the practical use of a number of methods of integrated assessment of the competitiveness of products of the machine-building enterprise is due to the variety of calculations and the need to choose the optimal ones.
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