Shulga Maryna, Candidate of Economic Sciences, Associate Professor of Management, Marketing and Tourism, Kherson National Technical University, Kherson, Ukraine

ORCID ID: 0000-0003-0746-2155
e-mail: shulgama@ukr.net

Assessment of the Prospects of Enterprise Development Based on the Level of Competitiveness

Abstract. Introduction. The modern economy is constantly developing and becoming an increasingly complex system. Therefore, due to the modern realities of the market economy, one of the main and urgent tasks of the company is to ensure the proper quality of products. The purpose of this task is to gain an advantage over competitors and take a leading position in the existing market. Assessment of the level of product quality in comparison with other representatives of the industry forms the concept of “competitiveness”. Competitiveness is one of the central categories of modern economics; it has a decisive influence on the successful functioning of the subjects of competitive relations, as well as on the efficiency and stability of the market mechanism as a whole. Thus, the competitiveness of the enterprise can be defined as the ability of the enterprise to better supply of goods or services, compared with competitors, by providing goods or services with differentiated properties in compliance with quality standards.

The purpose of the article is to assess the prospects for the development of the enterprise in the industry on the basis of the level of competitiveness based on the construction of the matrix “industry attractiveness-competitiveness”.

Results. Taking into account all the data obtained in the analysis of the cost structure and financial condition of the enterprise, it will be appropriate to introduce management accounting, which is a comprehensive system and also includes accounting. A number of such measures can be proposed to ensure the competitiveness of the enterprise, namely: 1) the formation of a management accounting system; 2) development of a marketing model to ensure the competitiveness of the enterprise; 3) elimination of problems with receivables; 4) optimization of transport costs of the enterprise; 5) diversification of activities. The above measures will allow gradually increasing competitiveness and not losing the acquired position in this market segment. This will be possible by increasing sales and reducing production costs.

Conclusions Based on the results of the study required by the researched company, it will be as consistent as possible with the strategic goals of the company. Using the analysis of financial efficiency and competitiveness of this company, we can conclude that the choice of concentration strategy in the segment is appropriate, because according to the forecast it will strengthen the company’s position in the market of flour. Also, this strategy allows maintaining a favorable financial condition of the organization in combination with the priority of cost optimization.

Keywords: entrepreneurship; competitiveness; competitive advantages; market; industry attractiveness.

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