Modern methods of evaluation and marketing enhancement of increasing the level of competitiveness

Abstract

The interest of enterprises in the results of their activities reinforces the need to increase their competitiveness, which is a decisive factor in commercial success in the "harsh conditions of reality." The process of assessing the competitiveness of the enterprise is a complex multifactorial task, which is reduced to the interpretation and evaluation of a set of indicators and methods that characterize the various aspects of the market entity and, ultimately, shape its competitiveness. The scientific article analyzes a variety of methods for assessing the competitiveness of the enterprise both in general and in terms of marketing. It is shown that today, for the successful functioning of the firm in the market, the assessment of its competitiveness using various methods is an objective necessity. It is proved that in the modern economic literature there are a large number of ambiguous methodological approaches to the study of the competitiveness of the market entity, which in turn determines the multiplicity of methods used to assess it. The article analyzes the existing methods of assessing the competitiveness of the enterprise and shows that they characterize only certain aspects of its activities and have a number of shortcomings. Theoretically, the development of a comprehensive methodology for assessing the level of competitiveness of the organization, which can be applied to all objects without exception is a very time-consuming and almost impossible task. Summarizing the results of the study, it is concluded that all the methods used to determine and assess the level of competitiveness of the enterprise can be combined into the following nine groups: methods based on the analysis of comparative advantages; methods based on the theory of equilibrium of the firm and industry; matrix methods of competitiveness assessment; method based on multiplier theory; methods based on comparison with the standard, etc. The considered approaches radically differ in the essence and base of formation of indicators and characterize various spheres and aspects of activity of firm. Therefore, their use can be convenient and appropriate depending on the goals and objectives of the organization, the specifics of the industry and the object under study, as well as the availability of relevant information.