New approaches in assessment of competitiveness of products

Abstract

In market conditions of business development a huge role is given to maintaining the competitiveness of the organization, measures that promote in due time to changes in consumer preferences in the framework of improving consumer properties of products. Abroad benchmarking is one of the most common methods of assessing the competitiveness of organization in comparison with competing organizations that produce similar products. Benchmarking shows how other firms achieve the best results in the market being the object attention of marketing research. There are various approaches in studying of business processes and in particular estimations of consumer indicators of goods in benchmarking. One of them is the graphic method which is expressed in creation of an area chart – “rose of technical level” and definition of the complex indicator of product technical level (defining competitive advantages of products in comparison with similar goods).In submitted article we offer improving earlier developed method of calculation of a complex indicator of product technical level “Roses of technical level”. The technique offered in the article is more universal and can be used for assessment of competitiveness of products of various industries. Due to the reduction of unit of measure of all considered products indicators to uniform value, the quantity of these indicators can be significant. Both the priority of consumer properties of products and external factors that affect the preference of buyer upon purchase is also considered in this article.