METHODICAL APPROACH TO ESTIMATING THE COMPETITIVENESS LEVEL OF ENTERPRISE OF CONSTRUCTION MATERIALS
Abstract
The article discusses methodical approaches to assessing the competitiveness of a building materials industry enterprise. On the basis of existing domestic and foreign methods, a methodical approach to the assessment of the competitiveness of the enterprise of the building materials industry has been formed, which involves the calculation of the integral level of competitiveness in terms of components and taking into account the peculiarities of forming the competitive advantages of the enterprise by stages of the value chain.
The main components of the assessment of the competitiveness of the enterprise of the building materials industry, according to the proposed methodology are the assessment of the competitive position of the enterprise, diagnostics of the
financial condition of the enterprise, diagnostics of the competitiveness of the products of the enterprise. Increasing the competitiveness of the enterprise, in our opinion, depends primarily on the realization of competitive advantages in the main and ancillary activities in accordance with the cost theory of value of A. Smith and the cost and profit value chain of M. Porter. The methodological approach involves assessing the sources of competitive advantage formation by major and ancillary activities. A high level of competitiveness cannot be ensured by an advantage in one of its determinants; the advantage over the maximum number of aspects of competitiveness is important: production, marketing, financial, personnel, management, logistics, innovation, information. It has been found that a decline in performance in one of the links in the value chain can be offset by an identical increase in performance in the other links. In this case, the integrated level of competitiveness will increase.
The integral level of competitiveness of production of the enterprise is calculated according to the following components: efficiency of production activity, financial condition of the enterprise, efficiency of organization of promotion and sale of production, competitiveness of production. The proposed methodological approach makes it possible to comprehensively evaluate the effectiveness of work in all areas of the enterprise, affecting the formation of value of the final product for the consumer.
Using the developed methodology will be effective for those market players who want to identify and evaluate all the factors that affect its activities and determine the level of efficiency; identify the existing competitive advantages and potential opportunities for their multiplication; diagnose weaknesses in the business and identify consumers in the product and organization as a whole. The main purpose of competitiveness assessment is to develop a set of works to simultaneously overcome bottlenecks and further develop the strengths of the enterprise.
Testing of the developed methodology is carried out on the example of enterprise SE «Polumya», which is engaged in providing the Lutsk district market with high quality building ceramic brick at an affordable price.
