ИСПОЛЬЗОВАНИЕ АНАЛИТИЧЕСКОГО ИНСТРУМЕНТАРИЯ ДЛЯ ОЦЕНКИ КОНКУРЕНТОСПОСОБНОСТИ ПРЕДПРИЯТИЯ И ДЛЯ РАЗРАБОТКИ НАПРАВЛЕНИЙ ПОВЫШЕНИЯ ЭФФЕКТИВНОСТИ ЕГО ДЕЯТЕЛЬНОСТИ

Abstract

The relevance of the topic of the presented research is caused by the fact that in modern conditions, the analysis of the competitiveness of an industrial enterprise is a complex multi-stage process that requires in-depth knowledge of the object of study, the accuracy and timeliness of the results of which largely predetermine the successful functioning of the entire enterprise. In the course of the research, based on the study of literary sources, the methodology of analyzing the competitiveness of an enterprise is generalized in order to determine the directions for improving the efficiency of its activities. Resulting from the analysis of the competitiveness of JSC Mogotex, the following main strategic directions of the company's competitiveness growth were identified: 1) optimization of the production program of the enterprise taking into account the market opportunities for the sale of products; 2) the development of new sales markets and the organization of a distribution network in those markets, which can contribute to the growth of the export potential of the enterprise;3) creation of new types of products, including cooperation with other manufacturers; 4) promoting the brand and improving the efficiency of dealers and distributors. The research led to laying out the direction for a more detailed strategic development of competitive advantages of JSC Mogotex "Optimization of the production program of the enterprise taking into account market opportunities for the sale of products" for which the "Optimal" program was developed to optimize the range of manufactured products for the period under consideration. Of interest and practical significance is the application of an integrated approach to assessing the competitive advantages of an enterprise, as well as the software product developed in the VBA language for calculating the optimal range of products, which enables using the sales forecast for defining the optimal production structure in order to maximize margin profit.