ОЦЕНКА ФАКТИЧЕСКОГО УРОВНЯ КОНКУРЕНТОСПОСОБНОСТИ ТОРГОВЫХ ОРГАНИЗАЦИЙ НА СОВРЕМЕННОМ ЭТАПЕ РАЗВИТИЯ РЫНОЧНЫХ ОТНОШЕНИЙ

Abstract

Besides the growth of globalization and informatization processes, the current stage of market relations development is characterized by the rapid development of competition in various fields and activities. At the same time, as the analysis of available studies on this issue has shown, a single universal approach to assessing the competitiveness of trade organizations has not yet been developed. As a result of the analysis of literary sources, a methodological approach to assessing the competitiveness of the enterprise has been recommended: the main stages and key principles of the analysis have been identified. It is determined that in the case of the study of the actual level of competitiveness in the context of existing approaches to assessing this indicator, it is advisable to use a factorial methodological approach. Based on the results of the application of the method of expert assessments, a system of indicators of the competitiveness of modern trade organizations is singled out. The most significant indicators forming the actual level of competitiveness include the price level index; absolute solvency ratio; purchase completion ratio; sales return ratio; market share indicator. The validity of the obtained results is confirmed by the calculated value of the coefficient of concordance and the results of comparing the calculated and tabular Pearson criteria. It is determined that the assessment system is based on a block system of criteria (effectiveness of the purchase and sales process, financial position of the business entity, quality of customer service, assessment of the market position) and the corresponding indicators of competitiveness, taking into account the key features of trading activity. According to the theoretical aspects of the developed assessment algorithm, its practical testing has been carried out on the basis of three competing trading organizations specializing in wholesale and retail sales of various categories of tools (OOO “Alliance Trade Service”, OOO “Sevprom Instrument” and OOO “Vash Instrument”). The values of the integral indicator of competitiveness of these trade organizations for 2019–2020 are analyzed in dynamics. Based on the comparison of the data, as well as the analysis of existing trends, the main problematic aspects of increasing the achieved level of competitiveness are identified, taking into account the specifics of a single enterprise functioning. The paper indicates the main areas of improving economic activity, which provide an opportunity to increase the actual level of competitiveness of trade organizations in the strategic perspective.