Assessment of Competitiveness as a Factor of Enterprise Development

DOI

10.2991/aebmr.k.200114.056How to use a DOI?

Keywords

competition, competitiveness, SWOT analysis, ice-cream

Abstract

In the market economy conditions, competitiveness provides efficiency of enterprise activity both within a specific market segment and current time period, and also for prospects of its existence. This criterion holistically reflects the ability of the enterprise to meet the needs of customers, effectively using available resources, it shows the conformity of products to market requirements, its qualitative and quantitative characteristics. Based on analyst estimates, the ice-cream industry in Russia will continue to grow in the medium term, and prospects of the industry will depend on the effectiveness of manufacturers marketing policy. This paper assesses the competitiveness of one of the largest entities in the regional market of ice-cream producers, as well as the main directions of improving the competitiveness of the enterprise. Basing on the comparative evaluation of competitors engaged in the production and sale of ice-cream in the local market, the competitiveness of the object under consideration is recognized as high. According to the results of the assessment, in order to improve competitiveness, recommendations are given for the development of a promotion program in the market: to strengthen the marketing component of the organization, to improve work with suppliers of raw materials (to improve product quality and reduce production costs), in addition to this, the company needs to pay attention to its financial condition.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - O.V. Sekletsova
AU  - O.S. Comarcheva
PY  - 2020
DA  - 2020/01/18
TI  - Assessment of Competitiveness as a Factor of Enterprise Development
BT  - Proceedings of the First International Volga Region Conference on Economics, Humanities and Sports (FICEHS 2019)
PB  - Atlantis Press
SP  - 238
EP  - 242
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200114.056
DO  - 10.2991/aebmr.k.200114.056
ID  - Sekletsova2020
ER  -