DOI: https://doi.org/10.32515/2663-1636.2021.7(40).62-69

Analysis of Product Competitiveness in Choosing the Target Market

Liliia Koval, Serhiy Romanchuk, Vladislav Golub

About the Authors

Liliia Koval, Associate Professor, Phd in Economics (Candidate of Economic Science), Associate Professor of Economic Theory, Marketing and Economic Cybernetics’ Department, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, e-mail: licinio@ukr.net

Serhiy Romanchuk, Associate Professor, PhD in Technics (Candidate of Technics Sciences), Associate Professor of Economic Theory, Marketing and Economic Cybernetics’ Department, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/0000-0002-0204-6059, е-mail: licinio@ukr.net

Vladislav Golub, Master of the Department of Economic Theory, Marketing and Economic Cybernetics, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/0000-0003-3793-9583, e-mail: vladislav.golub.20@gmail.com

Abstract

The study of the analysis of product competitiveness in the selection of the target market is carried out. The following tasks are solved: the concept and essence of competitiveness are characterized, the actual methods of competitiveness analysis are described. It is proved that to determine competitiveness it is necessary to take into account a large number of marketing indicators (marketing parameters), or to choose the best for them. It is substantiated that in the future it is important to develop a classification of marketing parameters, methods of their evaluation, recommendations for the evaluation of each. The emergence of marketing criteria in the assessment of competitiveness will more accurately calculate the indicator of competitiveness, to identify the benefits of the product in the market. Parameters and factors of competitiveness, important for both the producer and the consumer, can often be uncertain, which prevents the improvement and change of the company's position in the market of its choice. At the same time, taking into account a large number of marketing parameters will allow you to more accurately calculate competitiveness. One of the promising tasks is to develop a definition of competitiveness for a reasonable assessment of the company's position in the market, taking into account more marketing indicators. In the future it is important to develop a classification of marketing parameters, methods of their evaluation, recommendations for the evaluation of each. The emergence of marketing criteria in the assessment of competitiveness will allow you to more accurately calculate the indicator of competitiveness, to identify the benefits of the product in the target market.

Keywords

competitiveness, selection of the target market, analysis of product competitiveness, assessment of product competitiveness, marketing parameters

Full Text:

PDF

References

1. Blons'ka, V.І., & Depa, N.T. (2010). Porivnial'na kharakterystyka metodiv otsinky konkurentospromozhnosti produktsii [Comparative characteristics of methods for assessing the competitiveness of products]. Kyiv [in Ukrainian].

2. Borodkіna, N.O. (2015). Marketynh [Marketing]. Kyiv: Kondor [in Ukrainian].

3. Garkavenko, S.S. (2012). Marketynh [Marketing]. Kyiv [in Ukrainian].

4. Galjantich, M.K., Grudnic'ka, S.M., & Mіhatulіna, O.M. et al. (2015). Gospodars'ke pravo Ukraїni [Commercial law of Ukraine]. Kyiv [in Ukrainian].

5. Zakon Ukrainy Pro zakhyst prav spozhyvachiv vid 12.05.1991 № 1023-XII [Law of Ukraine on Consumer Protection of 12.05.1991 № 1023-XII] (n.d.). [in Ukrainian].

6. Klimenko, S.M. (2016). Upravlinnia konkurentospromozhnistiu pidpryiemstva [Enterprise competitiveness management]. Kyiv: KNEU [in Ukrainian].

7. Krykavs'kyj, Ye.V., & Chuhraj, N.І. (2014). Industrial marketing. (2d ed.). L'vіv.

8. Lіfic', І.M. (2019). Competitiveness of goods and services. (2d ed.). Kyiv.

9. Luk’janec', T.І. (2013). Reklamnyj menedzhment [Advertising management]. Kyiv [in Ukrainian].

10. Prodіus, Ju.І. (2019). Formuvannia systemy zabezpechennia konkurentospromozhnosti promyslovosti [Formation of a system to ensure the competitiveness of industry]. Odesa: Astroprint [in Ukrainian].

11. Tkachenko, T.І., & Gavriljuk, S.P. (2011). Problemy rozvytku konkurentsii na turystychnomu rynku Ukrainy: teoretychni ta praktychni aspekty [Problems of competition development in the tourist market of Ukraine: theoretical and practical aspects]. Gromads'ke harchuvannja і turistichna іndustrіja u rinkovih umovah: zb. nauk. prac' – Catering and tourism industry in market conditions: Coll. Science. Work, 4-15. Kyiv [in Ukrainian].

12. Hruckij, V.E. (2020). Problemy upravlenija pri kapitalizme [Problems of management under capitalism]. Dnіpro [in Russian].

13. Kendrick, J.W. (1984). Improving company productivity; Handb. With Case studies. London: Johns Hopkins univ. press [in English].

Пристатейна бібліографія

  1. Блонська В.І., Депа Н.Т. Порівняльна характеристика методів оцінки конкурентоспроможності продукції. Київ, 2010. 120 с.
  2. Бородкіна Н.О. Маркетинг: навч. посіб. Київ: Кондор, 2015. 163 с.
  3. Гаркавенко С.С. Маркетинг: підр. Київ: Лібра, 2012. 712 с.
  4. Господарське право України: навч. посіб. / М. К. Галянтич, С. М. Грудницька, О. М. Міхатуліна та ін. Київ: МАУП, 2015. 424 с.
  5. Закон України. Про захист прав споживачів від 12.05.1991 № 1023-XII.
  6. Клименко С.М. Управління конкурентоспроможністю підприємства. Київ: КНЕУ, 2016. 527 с.
  7. Крикавський Є.В., Чухрай Н.І. Промисловий маркетинг: підр. Вид. 2-ге, переробл. і допов. Львів: Видавництво Нац. ун-ту "Львівська політехніка", 2014. 472 с.
  8. Ліфиць І.М. Конкурентоспроможність товарів і послуг: навч.посіб. Вид. 2-ге переробл. і допов. Київ: Вища освіта, 2019. 460 с.
  9. Лук’янець Т.І. Рекламний менеджмент. Київ: КНЕУ, 2013. 440 с.
  10. Продіус Ю. І. Формування системи забезпечення конкурентоспроможності промисловості : монографія. Одеса: Астропринт, 2019. 72 с.
  11. Ткаченко Т.І., Гаврилюк С.П. Проблеми розвитку конкуренції на туристичному ринку України: теоретичні та практичні аспекти. Громадське харчування і туристична індустрія у ринкових умовах: зб. наук. праць. Київ, 2011. С. 4-15.
  12. Хруцкий В.Е. Проблемы управления при капитализме. Дніпро, 2020, 106. с.
  13. Kendrick J. W. Improving company productivity; Hand. With Case studies / Kendrick J. W. incollab. With the Amer. Productivity center. Baltimore; London: Johns Hopkins univ. press, 1984, p. 10.
Copyright (c) 2021 Liliia Koval, Serhiy Romanchuk, Vladislav Golub