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/).
Cite this article
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 -