METHODOLOGY OF EVALUATION OF COMPETITIVENESS OF FOOD PRODUCTS

Abstract

The article provides a step-by-step description of the methodology for assessing the competitiveness of products and identifies specific stages. Having carried out a detailed description of a large number of existing methodologies for assessing the competitiveness of products, a general scheme for determining a comprehensive indicator of the level of its competitiveness. Particular attention is paid to the definition of methods for assessing the level of competitiveness of products, method and form of presentation of the results of its evaluation. Substantiation of methods, means and accuracy of quantitative assessment of competitiveness indicators is of fundamental importance, as different approaches can be applied to the definition of different groups of competitiveness indicators. The selected methods of determination determine the use of appropriate means, and as a consequence, a certain degree of accuracy. The following main methods of assessing the level of product competitiveness are characterized as: methods based on the analysis of comparative and relative advantages, methods based on the theory of equilibrium of the firm and industry; methods based on the theory of effective competition; methods based on the theory of product quality; matrix methods of competitiveness assessment; index methods of competitiveness assessment; complex methods (including integrated); a method based on the theory of the multiplier; method of determining the position in the competition in terms of strategic potential of the enterprise and the method of neural networks. Based on the analysis, the author summarizes and forms a comprehensive table of various methods of assessing competitiveness, identifies their advantages and disadvantages. Thus, for each case it is necessary to reasonably approach the choice of a method of assessing the competitiveness of the enterprise and its products, taking into account their advantages and disadvantages, as well as the cost of analysis and speed of obtaining the result. In this regard, there is an urgent need to develop methodological aspects of assessing the competitiveness of state enterprises and their products, which operate in conditions of difficulty in obtaining reliable information about the competitor, taking into account the specifics of economic development.