МЕТОДИЧЕСКИЕ ПОДХОДЫ К ВЫБОРУ НАПРАВЛЕНИЙ РАЗРАБОТКИ МЕТОДОВ ОЦЕНКИ И АНАЛИЗА КОНКУРЕНТОСПОСОБНОСТИ ПРЕДПРИЯТИЯ

Abstract

This article examines the theoretical problems of competitiveness, competitiveness as a multidimensional economic category can be considered in several aspects, between which there is a close relationship - the competitiveness of a country, the competitiveness of a commodity producer and the competitiveness of a commodity. Competition is a dynamic and evolving process, a continuously changing landscape in which there is a threat of invasion by new competitors. Competition among competitors is the threat of the emergence of substitute products for the economic potential of buyers. Market conditions are changing because there are forces in motion that create the conditions for change. In economic theory, the concept of enterprise competitiveness is given many definitions, each of which covers one or another side of it, or attempts to characterize it comprehensively. It can be noted that the degree of influence of competitive forces determines the marginal profit potential of the industry. The goal of the company is to find and take a position in the industry where it will be best protected from the influence of these forces or will be able to influence them from its side. The analysis of the forces of competition provides a solid basis for a strategic action plan. At the same time, each business entity is in a unique competitive situation, which necessitates the search for a variety of competitive solutions. Differences in the approaches of economists in determining the essence of competition are reflected when considering the category of competitiveness. The main task of each researcher studying the problems of competitiveness of an enterprise is to determine criteria, as well as to find sources and factors of competitiveness. In the economic literature, one can find very heterogeneous definitions of the competitiveness of an enterprise. An enterprise should know to what extent it is competitive in relation to other subjects of this market, since a high degree of competitiveness is a guarantee of obtaining high economic performance in market conditions, and have a strategic goal of achieving such a level that would help it survive in conditions of fierce competition. The level of competitiveness of an enterprise depends on many factors that can be conditionally grouped into two blocks: the competitive environment and the location. The essence and nature of the influence of competitive environment factors can be represented in the form of a model of the five forces of competition. On the other hand, in addition to the factors of the competitive environment, the level of competitiveness of an enterprise largely depends on the factors of its location. The influence of these factors can be represented as the following system of determinants: conditions of factors of production; conditions of demand; related, supportive and related enterprises; the strategy and structure of the enterprise. The presented determinants determine the existence of an environment in which enterprises arise and enter into competition. Their composition and interaction determine the advantages and disadvantages of an enterprise in the course of competition. Let's briefly consider each of these determinants. Conditions of factors of production include: availability of factors of production, hierarchy between factors of production (basic factors: natural resources, geographical location, unskilled labor, etc. and specialized factors: information infrastructure of modern digital databases, a system of research institutes, etc.); creation of production factors (investments, basic research, training system, cooperation and coordination with public institutions in the innovation process), as well as individual disadvantages of production factors (disadvantages of basic factors, lack of labor, lack of domestic supplies of raw materials and materials, harsh climate, which create obstacles to the innovation process). The "factor supply" category itself consists of five components: human resources (quantity, qualifications and cost of labor); physical resources (quantity, quality and accessibility of land, water, minerals, forests, energy sources, climatic conditions and geographical location); knowledge resources (accumulated in data banks and statistical services, knowledge and information or access to data accumulated in public institutions); capital resources (the amount of capital that can be attracted by an enterprise); infrastructure (transport system, communication system, housing stock, health and education systems, cultural institutions).