№ 2019/1
Market: forecast and conjuncture
OSIPOV Volodymyr 1, NIEKRASOVA Liubov 2
1Institute of Market Problems and Economic and Environmental Research
2Odesa National Polytechnic University
Assessing the competitiveness of a wine-making enterprise as a management tool for its development
ABSTRACT ▼
The article reveals the essence of the authors' approach and methodical tools of assessment of competitiveness of the enterprise on a certain phase of its economic development taking into account a complex of indicators characterizing all activities of the enterprise and determine the level of its competitiveness.
Authors generalize the methodical approaches to assessing the enterprise's competitiveness. The proposed combination of integral and matrix approaches significantly expands methodical opportunities of such an assessment, and allows to prove more deeply the structure of management decisions on ensuring the enterprise's development. Analyzed the current condition of Ukraine's the wine-making industry, including the factors restraining its development and prerequisites for future growth.
The article provides results of the approbation of methodical tools on the example of five wine-making enterprises in Odessa and Mykolaiv regions. Based on the data of expert analysis and financial statements, the authors construct the profiles of the enterprises' competitive advantages and estimate their potential by the following elements: "production, distribution and sale", "organizational structure and management", "marketing" and "finance".
A calculation of individual indicators of products' competitiveness is made by a differential method, defined the rated values of economic indicators, and calculated the integrated indicator of competitiveness. Combining the assessment of competitiveness and life cycle stage allows displaying the position of each of the wine-making enterprises of Odessa region in the matrix of integrated assessment of the level of competitiveness and suggesting a development trajectory. Revealed the reserves and developed corresponding recommendations on the behavior of the wine-making enterprises and necessary organizational changes to raise the development stability and competitiveness.
Keywords: development strategy, assessment of competitiveness of the wine-making enterprise, product competitiveness, ADL model, the square of competitive opportunities, competitive advantages
JEL: D22, L66, O21
Article in Ukrainian (pp. 109 - 127) | Download | Downloads :1567 |
REFERENCES ▼
1. Honcharuk, A.H., Aslakhanov, I.A. (2014). Management of the efficiency of the enterprises of the wine-making industry. Ekonomika kharchovoi promyslovosti Food industry economics, 1(21), 25-29 [in Ukrainian].
2. Tkachenko, O.B., Voloshyna, T.N., Trynkal, O.V. (2013). Study of the conjuncture of the market for the production of grape wines in Ukraine. Ekonomika kharchovoi promyslovosti Food industry economics, 3(19), 49-54 [in Russian].
3. State Committee of Statistics (2016). Retrieved from
www.ukrstat.gov.ua [in Ukrainian].
4. Iablonska, N.V., Krupina, S.V. (2018). Problems of increase of competitiveness of winemaking industry enterprises of Ukraine. Infrastruktura rynku Market infrastructure, 16, 147-150 [in Ukrainian].
5. Honcharov, V. (2006). Analysis of existing approaches and methods to assess the competitiveness of an industrial enterprise. Luhansk. Retrieved from
experts.in.ua/baza/analitic [in Ukrainian].
6. Azoev, G.L. (2001). Competition: Analysis, Strategy and Practice. Moscow [in Russian].
7. Ansoff, I. (1989). Strategic management. Moscow: Ehkonomika [in Russian].
8. Ivanov, Yu.B. (2006). Theoretical foundations of the company's competitive strategy. Kharkiv: VD INZhEK [in Ukrainian].
9. Porter, M. (2005). Competitive strategy: methodology for analysis of industries and competitors. Moscow: Alpina Business Books [in Russian].
10. Saienko, M.H. (2006). The strategy of the enterprise. Ternopil: Ekonomichna dumka [in Ukrainian].
11. Thompson, A.A., Stricland, A.J. (2007). Strategic Management: Concepts and Cases. Moscow: ID Williams [in Russian].
12. Shershnova, Z.Ie. (2004). Strategic management. Kyiv: KNEU [in Ukrainian].
13. Nekrasova, L.A., Nekrasova, K.I. (2016). Analysis and prospects of the enterprises of the wine-making industry in Ukraine. Prychornomorski ekonomichni studii Black Sea economic studies, 6, 83-87 [in Ukrainian].
14. Osypov, V., Osypova, L. (2015). Viticulture and winemaking of Ukraine. Current state, problems, trends of development. Ekonomist Economist, 5, 28-31 [in Ukrainian].
15. Beltiukov, Ye.A., Nekrasova, L.A. (2014). Competitive strategy of the enterprise: essence and formation on the basis of assessment of the level of competitiveness. Ekonomika: realii chasu Economy: realities of time, 2(12), 6-13 [in Ukrainian].
16. Pavlova, V.A. (2006). Competitiveness of an enterprise: assessment and strategy of providing. Dnipro: DUEP [in Ukrainian].