Year-end Sale % OFF 
Abstract
The study substantiates the idea that the key task of managing competitiveness is the proof of the viability of the goods produced and the creation of conditions for the struggle for the consumer with the help of modern methods of ensuring customer satisfaction. Under these conditions, models of demand formalization and determining the competitiveness of products become particularly relevant. The Noriaka Kano model of attractiveness is considered, which makes it possible to single out the existing features of products of a particular manufacturer that are not found in competing analog products that could increase the competitiveness of the products studied. The article presents the results of a study of consumer satisfaction with meat products of OJSC “Sagunovsky Meat Processing Plant” by the method of N. Kano, identified factors that increase the attractiveness of products and the competitive advantages of an enterprise in the market. The authors compiled a questionnaire, which allowed to identify various degrees of satisfaction with the properties of the meat products of the plant. A feature of the content of the questionnaire questions was a combination of positive and negative questions, which made it possible to form the most complete picture of the attractiveness of the properties of meat products. The result of the processing of the obtained data was the calculation of the satisfaction and dissatisfaction potentials of consumers of the plant’s products and the mapping of characteristics. Products produced by the meat processing plant may have a high potential quality, i.e. Comply with state standart and generally accepted specifications, but high real quality is achieved only in the process of using the product and customer satisfaction. The study showed that in the company's strategy little attention is paid to improving the product line in the premium segment, as well as to those characteristics of meat products that are not directly related to the basic properties of the sausage, but make the consumer happy. The meat factory needs to reconsider approaches to the development and implementation of product policy, in particular, to revise the requirements for smell, cutting and high content of spices in sausage. The use of this model will allow the company to develop measures to increase the attractiveness of products and improve the strategy of product promotion on the market.
Highlights
Таким образом, по нашему мнению, ключевыми задачами управления конкурентоспособностью являются доказательство жизнеспособности производимого товара и создание условий для борьбы за потребителя с помощью современных методов обеспечения потребительской удовлетворенности [4]
Палка колбасы удобно лежит в руке, удобно резать | A sausage stick conveniently lies in the hand, it is convenient to cut Неудобный размер палки колбасы | Inconvenient size of a sausage stick
Колбасу можно купить нарезкой | You can buy sausage sliced Колбасу можно купить только целой палкой | Sausage can only be bought with a whole stick Известная марка | Famous Brand Неизвестная марка | Unknown Brand
Summary
В свете поиска современными отечественными предприятиями устойчивых конкурентных позиций повышается актуальность моделей формализации спроса и определения конкурентоспособности продукции. Актуальность модели заключается не только в том, что она позволяет определить предпочтения потребителей и разработать, используя имеющиеся компоненты, соответствующие товары. Определенные потребности, или требуемое качество продукта, – это характеристики, которые оговариваются при совершении покупки. Подразумеваемые потребности, или базовое качество, – это те характеристики товара или услуги, которые обязаны присутствовать, независимо от цены и прочих свойств продукта, по мнению покупателя. Особое место в исследовании с помощью модели Кано занимают предвосхищенные потребности, или потребности, обеспечивающие опережающее качество. С помощью модели Кано устанавливается взаимосвязь между техническими и потребительскими параметрами продукции, поскольку она отражает восприятие качества потребителем и способствует пониманию реального качества товара производителем [12]. Структура продаж ОАО «Сагуновский Мясокомбинат» по областям в 1-м квартале 2018 г., кг Figure 1. Sales dynamics of JSC "Sagunovsky Meat Processing Plant" by months 2017, kg ОАО «Сагуновский Мясокомбинат» производит всего 9 групп мясопродуктов:. Характеристика | Characteristic 1 Свежесть | Freshness Цвет | Color Плотность | Density
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