ВИДИ ТА ДЖЕРЕЛА ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ ПІДПРИЄМСТВ ЦЕМЕНТНОЇ ПРОМИСЛОВОСТІ

Abstract

The purpose of the article is systematization of types and analysis of features of competitive advantages sources at cement industry enterprises. The result is the formation of measures to strengthen the competitive advantages of enterprises in this industry. Types of competitive advantages are distinguished using methods of analysis and synthesis based on M. Porter's basic competition strategies: diversification strategy involves the development of unique product quality as a competitive advantage, cost leadership strategy - low costs for its production and sales. Sources of competitive advantages of cement industry enterprises are considered using the modeling method, based on M. Porter's value creation chain, in which all activities of enterprises in the industry are divided into primary and support activities. As a result of the technical-technological, statistical analysis of the experience in the cement industry of Ukraine and other countries of the world, it was established that the most significant sources of creating competitive advantages in the industry are research and development, inbound and outbound logistics, production, marketing and sales, service, material and technical supply. Greening of the primary and support activities is defined as an important additional source of competitive advantages of cement manufacturers. As a result of the analysis of the primary and support activities of cement manufacturers, measures to strengthen the competitive advantages of enterprises in this industry were summarized. The main ones are: cooperation with clients and research institutions to regulate the construction and technical properties of cement; territorial location of production close to sources of raw materials, transport junctions or main buyers; production using the dry method of production, absorption of small and medium-sized producers, product packaging; organization of 24-hour self-service warehouses, establishment of a dealer network; consulting construction companies; use of industrial waste instead of traditional raw materials and fuel, use of energy-efficient equipment for grinding raw materials.