Maintenance of Competitiveness of Productionjavascript

Some experts recommend the use of performance data for only two values: "1" and "0". In the case of compliance with mandatory requirements setting its value equal to 1, otherwise - to 0. But as practice shows, the valuation of goods most reputable manufacturers are often enterprise standards are more "rigid" than prescribed by current regulations. In addition, a simplified approach - the "1" or "0" - there is no possibility of differentiating the level of quality in regulated settings. Therefore, in our view the range of permissible values ​​for this group should be expanded.

Qualitative indicators of competitiveness characterize the properties of the product, its performance in terms of the ability of goods to meet a specific need. Quantitative characteristics of the properties of the product, determine its quality, known as indicators of quality. [14, p 99]

Types of indicators of quality of goods:

1. Indicators of destination, characterized by its return, use for specific purposes.

2. Product reliability indices reflect the keeping properties and durability of the goods.

3. Indicators of environmental friendliness and safety of the product estimate the level of harmful object on the environment.

4. Indicators of transportability of goods due to its overall weight and parameters.

5. Indicators of ergonomic products are used in determining whether the object of ergonomic requirements

6. Indicators of technological products characterize the level of compliance with existing technology and organization of production, transportation and manufacturing service facility.

7. The indicators assess the aesthetic impact on product sensory perceptions of the product as a whole, as well as its appearance.

8. Standardization and harmonization of indicators used to assess the level of constructive alignment, as the product itself and its individual elements.

9. Patent and legal parameters of the goods used to measure its patent protection and infringement. [14. p 12]

In this qualitative indicators can be divided into two categories of parameters: the "hard" and "mild."

"Hard" parameters describe the essential functions of the product and its associated key characteristics change, and, moreover, the replacement of which can be carried out in certain, relatively stable within a given design principles of the product. The most representative group of "hard" parameters are the specifications, which include the appointment and performance of ergonomics. For agricultural products this may be the security, safety, taste options.

A special group of "hard" parameters are parameters of compliance with international and national standards, regulations, legislation, etc., with those for producers, this aspect is extremely important because, first of all, you need to evaluate the principle feasibility of manufactured goods on the market in question with position matching characteristics of a good regulatory parameters regulated by regulatory standards and norms. If not all parameters produced products meet customer requirements regulated, this suggests it is not competitive.

  The "soft" parameters characterize the aesthetic qualities of the product (design, color, packaging, etc.). At the present time, when the market is filled with various goods, including those with similar "hard" parameters, increasing the value of "soft" options, which give the products a special attraction. Moreover, this trend is evident not only in the markets of mass consumption, but also for capital goods.

To compare the values ​​of various indicators of the competitiveness of goods at different stages of its life cycle, they were divided into two major categories: cost (cost, revenue, investments, etc.) and qualitative (after-sales service of goods, the level of publicity, advertising, etc.). In this set of criteria for the highest level of competitiveness of the product is at the stage of growth and maturity. [16, p 72]

 

2.3. Quality - the main factor determining the competitiveness

 

The quality of the goods, their operational safety and reliability, design, level of after-sales service are for the modern buyer the main criteria in making a purchase and, therefore, determine success or not success of the company in the market. Modern market economy presents a fundamentally new demands on the quality of manufactured products. It is connected with the fact that now the survival of any firm, its stable position in the market of goods and services determined by the level competitiveness. In turn, the competitiveness associated with action of several tens of factors, among which are two key - the level of price and quality. And the second factor gradually emerging in the first place. Product quality is the main component of its competitiveness. In determining the quality of the product should attempt to identify the most preferred properties of the goods for consumer. It should be borne in mind that given all the desired quality product

impossible, and there is no sense in terms of requirements specific market segments, as well as in terms of efficiency of business firms in general.

Quality includes many components. First of all, to them include technical and economical indicators of quality products, as well as quality of its manufacturing technology and performance.

The appointment of products, reliability and durability, labor-intensive, material, high-tech - defining in this series. In recent years, become increasingly important and these properties and characteristics of products, such as environmental, ergonomic, aesthetic. [15, p 78]

Environmental indicators describe the product line requirements protecting the environment and are based on rational and careful wildlife. Ergonomic bound by the nature and characteristics the human body and are designed to comply with hygiene (illumination, toxicity, noise, vibration, dust, etc.), anthropometric (line shape and design of product sizes and configurations human body), physiological, psychological and other requirements. Aesthetic parameters determine the external form and appearance of products, its design, attractiveness, expressiveness, emotional impact on consumer and so on.

In determining the level of product quality should be considered normative

components: the conformity of products required quality standards adopted in legislation in the partner countries. This is especially important in due to the fact that in itself is the gap between manufactured products taken a particular market quality standards removes the question of possibility of delivery and nullifies the rest of the work to improve quality products. Thus, when planning to enter the new

market should first obtain information on approved in enacted or adopted in commercial practice standards quality and incorporate them into work to improve the product. Peculiar tightening to be currently in most countries, standards quality, ensure environmental cleanliness, a high degree of commonality products, safety measures and protection of human health. Important criterion determination of product quality and thus its competitiveness is to ensure the purity of the patent and patent protection for product patent cleanliness is ensured, if the original technical solutions, used in the manufacture of the product, carried out only developers of the manufacturer and are based on acquired from other companies a license and does not fall within the scope of patents specific countries. If the license agreement allowing produce for this technology. Manufacturer it may produce for sale, as a rule, only on its own market, if the agreement had not been explicitly stated right of delivery export. If in any country, this product is not patented our firm, we can not sell it there - otherwise the company will be subjected to severe penalties. Lack of cleanliness of the patent does products uncompetitive in the relevant market and a major obstacle to the development of export activities.

  Indicators of product quality. Selection of quality indicators establishes a list of names quantitative characterization of products, comprising its quality and provides an assessment of the quality of products.

Justification of the choice range of quality indicators is given:

• appointment and conditions of use of products;
• analysis of customer requirements;
• basic requirements for quality indicators;
• composition and structure characterized properties;
• problems of quality control.

The main directions of determining the composition and structure characterized properties reflect the classification of indicators used in assessing the level of quality of products. Characterized by the properties they can be isolated and complex (group, generalized, integral). [16, p 45]

By means of expression they may be: 

. in natural units (kilograms, meters, liters),

. in cost units.

According to the level of quality

. basic,

. ratios.

By stage of determining:

. projected,

. project,

. production,

. performance indicators.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3. Ways to improve the competitiveness of goods

 

3.1. The concept of competitive products and methods of assessment

 

The basic contradiction of competitiveness can be formulated as a contradiction between the interests of producers and consumers, which is actually being adjusted in the implementation of market economy the consumer and producer, as a result the sale of this product is effective for both the producer and the consumer. The implementation of this adjustment is possible only if resolution of a number of problems caused by this contradiction. First, optimizing the level of prices of goods acceptable to all participants in the process of production and sales. Secondly, the issue of issue of products that meet the latest requirements of science and technology. Third, the problem of creating the infrastructure necessary to meet the needs of the buyer, but no particular interest in terms of extracting the highest profit for the manufacturer [8, p 108].

Based on some earlier bilateral relationship between the different levels of competitiveness can be argued that ways of improving the competitiveness of the state, industry and enterprise, and increase competitiveness. Competition Policy to the product are taken into account, above all, its functionality, reliability, durability, ease of use, aesthetic appearance, and other characteristics, the product has the ability to meet the total needs of consumers better than the products and competitors. Create a customer value of the goods, which would include the entire set of properties of the product, as well as the attendant is essential to survival in the market.

Producer, creating a competitive product, uses a variety of strategies. For example:

• to distinguish the goods enterprise in the eyes of customers from competitors' products;

• choose from a planned to a production of goods, which is most attractive to all buyers, and on this basis make a breakthrough on the market;

• to find a new use of the goods produced;

• promptly remove economically inefficient products from the marketing program of the enterprise;

• to find a way into new markets with both old and new products;

• Provide a modification of the goods produced in accordance with new tastes and needs of customers;

• Regularly develop and improve the service system of goods sold and sales promotion system as a whole.

Interest is the analysis of concrete steps and actions that are taking industrial and technological leaders of the highly developed countries in order to make another push for "leadership."

This is primarily attributed to a permanent renewal of the product range, non-stop development and rapid development of new types of products and simultaneously

build productivity, increase manufacturing flexibility, efficiency, reduction of all costs and expenses.

In international practice, it is considered advisable not to produce a single product, and their fairly wide parametric range, forming assortment [17, p 110].

More extensive parametric series and assortment, the higher the probability that the customer can find an optimal option purchase. For example, produce trucks of the same type but differing capacity, speed, turning radius, and the like. Each consumer to the specific conditions of his work requires certain operational parameters of trucks purchased, if the seller is able to ensure that the purchase will take place - if not, the buyer will look for another vendor.

There is no doubt should be explored by industrial firms of their own ability to ensure that the volume of production of goods, which would take the planned portions of the market intended to ensure the profitability of production and marketing. Most important is the question of resource support businesses - opportunities to acquire the necessary materials, components, intermediate products, to attract the necessary financial resources required n with the appropriate skills.

The key point in winning positions in the market relative to many competitors is the timely update of the goods produced, the preparation and manufacture of new products. In the modern world to create and manufacture new products is crucial for the prosperity of the enterprise. According to the statistics after the development of new products, which is the basis of production, the growth rate of implementation of approximately two times higher than those of competitors. Releasing new products and expanding the assortment of goods, firms seek to reduce dependence on one commodity, which may at any time, given the unpredictable market changes lead to bankruptcy. It is known that a significant number of new products launched into the market suffers a commercial failure: about 8 out of 10 do not meet up to expectations of manufacturers. The main reasons are: lack of ownership of the state of demand is for the product, technical and operational defects of the goods, ineffective advertising, overcharge, unanticipated responses of competitors, wrong time selected to enter the market, unresolved production problems, it is generally wrong was forecasted competitive policy.

The concept of creating a new product today is not so much respect for the traditional pursuit of new technical and techno-economic parameters as the desire to create a "product market innovation," with a high level of competitiveness relative to other similar products.

When choosing how to improve the competitiveness of the goods is often a very timely decision not to launch a new, not withdrawing from production of obsolete, and the modification of the goods. The decision on the modification of the goods taken in order to meet the special requirements of customers for more profit.

Indisputable is the development of such areas increase the competitiveness of the goods, as timely delivery of services, connected with the sale and use of machinery, equipment and other industrial products and ensure their continuing commitment to high performance operation, that is, sales or after sales service. With skillful organization of services is crucial to improving the competitiveness of the goods as the prices of spare parts in the 1.5 - 2.0 times lower than the prices for components used in production.

In some industries there is a practice by which the manufacturer guarantees the supply of spare parts for products sold within a certain more or less long period (often 10 - 12 years, and in Germany for example legally obliged to ensure availability of spare parts for 10 years ) after removing them from production, which is very attractive to users. It is very important is that workers are service daily contact with the installed equipment, are the most valuable source of ideas for improving the competitiveness of existing and new products [19, p 43].

In solving the problems of competitiveness of products each year of increasing importance is the problem of selecting and developing new markets. In this regard, in any enterprise is very important analytical and search efforts in this area. New markets can be a decisive change product competitiveness and profitability of sales activity. It is clear that introducing the product into a new market, you can extend the product life cycle. Seasonal fluctuations in demand can contribute to the successful implementation of the same product in different parts of the world. An increase in sales in new markets will reduce the cost of production per unit of output, primarily through the use of cheap labor, low enough level of taxes and customs duties and other factors on new markets. In this regard, it is very important for the further development of the competitiveness of goods (before moving to the new, its modification, removal of production) to try to go with him to a new market, if its domestic competitiveness has plummeted. But it must know exactly the degree to which new markets, skilled workers repair and service organizations, as otherwise consumers may require high reliability and simplify the design of products sold.

The assessment of competitiveness can be taken the following ways to increase competitiveness [18, p 31]:

• Changes in the composition, structure of the materials (raw materials, intermediate products), components and / or design of products;

• Change the order of product design;

• changes in technology, manufacturing products; test methods, quality control of manufacturing, storage, packaging, transportation and installation;

• changes in product prices, prices for services, maintenance and repair services, and prices of spare parts;

• change the order the sale of products on the market;

• Changes in structure and size of investments in the development, production and marketing;

• changes in the structure and volume of cooperative supply at production and prices for components and composition of selected suppliers;

• changes in incentive systems vendors;

• Changes in the structure of imports and of imports.

Strategy to improve the quality of goods is an important part of business strategy. The objects are forecasting quality of the goods, yielding the same performance competitors' products.

Principles and methods for assessing the competitiveness can be used to inform decision-making by:

• comprehensive study of market trends and the choice of business enterprise;
• development activities to enhance the competitiveness of products;
• assessment of prospects for sales of specific products and determining the structure of sales;
• developing proposals for the development of the productive capacity of the enterprise;
• quality control of products;
• pricing of products;
• selection of products when buying through tenders and auctions;
• certification of products;
• preparation of specifications for the creation of new types of products;
• deciding on the inclusion in the export program and removing products from the export of any of its modernization;
• preparing information for advertising products;
• deciding whether to maintain the patent and the patent in action;
• development of measures to encourage developers and suppliers. [20, p 34]

 

The end result should be to target the enterprise, first, the permanent introduction of new and improved products, and secondly, the steady decline in all types of production costs, and thirdly, to improve the quality and characteristics of the consumer at lower prices manufactured products, which should eventually create the conditions for victory in the competition.

 

 

3.2. The role of positioning in ensuring the competitiveness of the goods

 

Positioning - actions to ensure the product competitive position in the market. Positioning - Positioning System location of a new product on the market in a number of other products that are already there, given the nature of perception of all the goods of competing consumers.

Before you decide on the proper positioning, the company must determine the position of all existing products and competitors.

Construct a scheme of positioning products and competitors in the scheme of consumer preferences, and they overlap each other. (The semantic differential (for the valuation of goods.) Should be asked to evaluate the product of experts (an objective semantic differential) and consumers (subjective semantic differential), and compare the results (sometimes only need to change the image of the goods in the eyes of consumers).)

Now you can choose two ways of positioning:

• Position yourself with one of the existing competitors and to take action for market share. The company may deliberately go for it on the following basis: 1) it may create a more competitive product than the competitor, and 2) the market is capacious enough to accommodate several competitors, and 3) the company has more significant than its competitor, resources and / or 4) elected position best fits the competitive capabilities of the enterprise.

• Create a product that has no analogues on the market that will enable the company to "win" the consumer in the absence of competition. However, before such a decision, the company's management must ensure that you have: a) the technical capability to create a unique product, and b) economic opportunities for the development and production within the reasonable price level, c) a sufficient number of potential customers who prefer this type of product. A positive response to these conditions means that the manufacturer has found a promising "niche" market and is prepared to take appropriate measures for its completion. [21, p 77]