| Abstrakt: |
The competitiveness of products is a key element of a business entity's success on the market. It has been proven that to improve effectively the competitive positions of products in the sales markets, it is important to conduct an objective and timely evaluation of the product competitiveness. Without such an assessment, any measures aimed at supporting competitiveness will remain only intentions, as they will not have an objective basis for determining their real effect. The evaluation of the competitiveness of the equipment of the machine-building industry was carried out using an integral indicator that allowed comparing various indicators of the competitiveness of the studied products with the corresponding indicators of competitors' products. The factors that affect the competitiveness of products are systematized according to the following main blocks: technical parameters of products, cost and service parameters, and market parameters. The backhoe loader ELEX 81 was selected as the basis for evaluating the level of competitiveness of the products of JSC «Elvorti». It is a multi-purpose high-performance machine designed for excavation, loading and unloading works such as territory planning, development and loading of soil, digging pits and trenches. The market of backhoe loaders in Ukraine was analyzed. The calculation of the integral indicator of product competitiveness was carried out taking into account the detailed analysis of group and individual indicators of products; consumer market segmentation; weighting coefficients of product competitiveness indicators. The results of the calculation of the integral indicator show that the ELEX 81 backhoe loader is not competitive in comparison with similar products manufactured by JCB (England), CAT (USA) and Hidromek (Turkey). In order to increase the level of competitiveness of products, it is proposed to improve the key competitive aspects of the studied products, which are the most valuable for consumers. It is justified that the achievement of sustainable competitive advantages is possible by ensuring the optimal quality of products, increasing the level of service and effective marketing promotion of products to the market. [ABSTRACT FROM AUTHOR] |
