Diploma work: Economic analysis of competitiveness and quality of products on the example of JSC "Gorizon". Research of product competitiveness Analysis of competitiveness indicators on the example of an enterprise pdf

Introduction 2

1. Quality and competitiveness of products 5

1.1 The concept of quality and competitiveness of products, their indicators 5

1.2 Quality assessment methods 12

1.3 Product quality control 15

1.4 Product quality management system 17

1.5 Product quality management system in world practice 25

2. Product quality management system of OAO Horizont 30

2.1 a brief description of enterprises 30

2.2 Ensuring product quality standards 38

2.3 The quality management system of JSC Horizont 41

2.4 Prevention of defective products at the enterprise 47

3. Ways to improve product quality 50

3.1 Experience of leading TV equipment manufacturers 50

3.2 Evaluation of indicators of quality and competitiveness of products of OJSC "Gorizon" 56

3.3 Measures to improve product quality at the enterprise 62

3.4 Improving the quality management system at the enterprise

Conclusion 75

List of sources used 77

Applications 80

Introduction

Market relations, to which our society aspires, cannot be imagined without competition. Competition is the economic rivalry of enterprises in the market for consumer preference in order to obtain greater profits. Product quality is one of the most important criteria for the functioning of an enterprise in a relatively saturated market and prevailing non-price competition.

The problem of improving product quality is relevant for any enterprise, especially at the present stage, when the factor “product quality” plays an increasingly important role in improving production efficiency, ensuring its competitiveness.

The task of improving quality is becoming complex and affects all industries. The reasons for the need to improve the quality of products are: increasing the requirements of scientific and technological progress, tightening the requirements for the properties and characteristics of products, especially for reliability, durability, shelf life, reliability, aesthetics, and cost-effectiveness in operation. Improving the quality of products requires improving the quality of raw materials, materials, components, the introduction of new advanced technologies and methods of organizing production and labor.

The problem of improving product quality is being addressed in all countries of the world, as evidenced by numerous publications on the theory and practice of improving product quality. Research in this area shows that the solution problematic issues to improve the quality of products in many countries has become a national movement. For example, in the USA, Great Britain, France, Germany, Italy, Japan, product quality management has been brought to the state level. In many countries, National Councils for Quality and Reliability, associations for the implementation of product quality control in industry, statistical quality management, standards associations and other organizations have been established.

This implies the need for constant, purposeful, painstaking work of commodity producers to improve the quality of products in comparison with analogues of competitors.

Improving the quality of products is of great importance for the manufacturer, consumer and the national economy as a whole. The release of high-quality products contributes to an increase in the volume of sales and return on capital, an increase in the prestige of the company. The consumption of products of improved quality and greater consumer value reduces the unit cost of users and provides a more complete satisfaction of needs. The national economy from high-quality products has a number of advantages: an increase in the export potential and the income side of the country's balance of payments, an increase in the living standards of the population and the authority of the state in the world community. The deterioration of product quality leads to the emergence of reverse trends: a decrease in sales, profits and profitability, a decrease in exports, national wealth and the well-being of the people.

In industrialized countries, many firms and companies operate quality systems that successfully provide high quality and competitiveness of manufactured products. The composition and essence of quality systems is regulated by international standards for product quality management. For consumers, the availability of such systems from product manufacturers is a guarantee that they will be supplied with products of the required quality in full compliance with the contracts. Therefore, when concluding contracts, the consumer often requires checking the manufacturer's quality assurance system for compliance with its requirements of international standards.

The purpose of this work is to conduct a study and economic analysis of the competitiveness and quality of products on the example of JSC "Gorizon" and develop ways to improve them.

To achieve this goal, the following tasks were solved in the work:

selection and analysis of theoretical materials;

defined economic entity quality and competitiveness of products;

indicators of quality and competitiveness were studied;

investigated the control and management of product quality at domestic and foreign enterprises;

an analysis of the production and economic activities of JSC "Gorizon" is given.

indirect indicators. §3. Groupings production costs The costs included in the costs of production are grouped according to two main features: 1. what and how much is spent on production; 2. what the costs are incurred for. The grouping of costs by economic elements is carried out according to the first sign, covers industrial use all business...

... "in 2007 by 13.5 p. Therefore, we can conclude that the effectiveness of the activities of the ChPUP "Plant of Electronics and household appliances GORIZONT after the reorganization is generally higher than that of OAO Horizont. 3. WAYS TO INCREASE THE EFFICIENCY OF NCUE PLANT OF ELECTRONICS AND HOUSEHOLD APPLIANCES "HORIZONT" 3.1 Ways to improve financial condition reorganized enterprise Financial position...

R. per year. Thus, the implementation of the developed measures for OAO Gorizont will improve the efficiency of the enterprise in foreign markets, and, consequently, will also lead to an increase in the efficiency of the functioning of OAO Gorizont as a whole. 3.3 Improving the PCB manufacturing process 3.3.1 Basic principles for the design of printed circuit boards In electronic equipment ...

A list of measures to improve the organizational and technical level of the enterprise is given, indicating the timing of their implementation and responsible executors. The working draft of the product quality management system at the enterprise contains, as a rule, the following documentation: - international, state and industry standards, specifications and other intersectoral and sectoral regulatory ...

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annotation scientific article on economics and business, author of scientific work - Lapitskaya Larisa Vladimirovna, Fedorov Andrey Igorevich

Problem with market development competitiveness products in our country sharply aggravated. Solving the problem required the search for effective methods for assessing competitiveness goods. To assess and search for development opportunities competitiveness products in the process of research competitiveness various evaluation methods are used. The choice of assessment methodology is the most milestone in the evaluation algorithm competitiveness products. Any erroneous decision can not only not improve the position of the enterprise, but also worsen them. From right choice methodology depends on the success of the study, the completeness and objectivity of the information received, the further strategy for the development of the company's products. In an article based on the results of an analysis of common assessment methods competitiveness products of the enterprise, the strengths and weaknesses of the studied models are revealed, on the basis of which it is proposed combined model estimates competitiveness products.

Diagnosis of Competitiveness of Enterprise: a Comparative Analysis of Methods for Example Confectionery Products

With the development of the market the problem of competitiveness of production in Russia has greatly increased. Solution of this problem required to find effective methods to increase the competitiveness of goods produced to compete with both domestic and foreign manufacturers. To evaluate and find opportunities for the development of competitiveness of goods, many companies are turning to consulting companies, dynamically developing in recent years. In literature there are many models of an estimation of competitiveness of the goods. Selecting the assessment methodology the most important stage in the algorithm evaluation competitiveness . The wrong solution can not only improve the company's position but also impair them. Companies should correct approach to the selection methodology for assessing the competitiveness of the goods, based on what goals they intend to achieve and in what direction to develop its own product. The correct choice of method depends on the success of the study, the completeness and objectivity of the information received, a further development strategy of enterprise. As a result of in-depth analysis widespread methods to assess the competitiveness of the enterprise, detected the strengths and weaknesses of the models on which the proposed hybrid model assessment of the competitive products. Combined technique able to assess the competitiveness of products from both the producer and the buyer. It significantly expands the list of options assessment, as it combines two effective methods multiatributiv and parametric. Its application ultimately to evaluate a wide range of attributes and parameters studied competitiveness of the goods, evaluating the company’s products, both in terms of products, and from the point of view of the end customer. Combining the positive qualities of the considered techniques, combined allows a deep and multifaceted to evaluate their own products, opening up opportunities to improve the product.

Introduction

1.2 Factors that determine the competitiveness of goods, products and services

1.4 The essence of SWOT analysis

Conclusion

Applications

Introduction

The concept of "competition" is the basis market economy, as the main driving force of the evolution of the relationship of subjects, functioning in this environment. Those who are able to withstand competition in the domestic and foreign markets are the most successful participants in such a competition.

Satisfaction of a particular consumer with a set of properties offered to him in a product finds expression in the act of sale. Such a coincidence of the properties, characteristics of the product and the requirements of the consumer, in which the interests of the producer and consumer are observed, which means that the product fully complies with market conditions, is called its competitiveness.

Competitiveness is a universal indicator that can be applied in many areas of life. Nevertheless, in its essence, it remains an economic concept, and its most correct application is precisely to economic objects.

The relations arising in the sphere of economy are divided into three levels:

· micro level (types of products, production, enterprises);

· mesolevel (industries, corporate associations of enterprises and firms);

· macro level (national economic complexes, countries, associations of countries).

Competitive characteristics and the factors that determine them are divided into micro-level (reflect the quality and prices of products); meso-level (ensure the improvement of indicators of the efficiency of using the available production resources of industries) and macro-level (reflect the general state of economic systems, their balance, investment climate, tax regime, tariff and customs policy, etc.).

In this course work will be considered the analysis of the micro-level.

The traditional direction of micro-competitiveness analysis is calculations and studies of the competitiveness of goods, services, as well as enterprises that produce them. With the help of an appropriate assessment, it is possible to establish which of the types of products (services) is preferable for consumers.

The purpose of the economic analysis of the competitiveness of products is to study the actual and potential level of competitiveness of products, identify the factors that influenced its change, assess the impact on the most important performance indicators of the organization, search for reserves to increase the competitiveness of products.

In the first chapter of this term paper theoretical issues will be considered: The concept of competitiveness of products, goods, services; factors that determine the competitiveness of products, goods and services and methods for assessing competitiveness, also the essence of SWOT analysis.

Chapter II - analysis of the LCD TV market, as well as the calculation of the competitiveness of LCD TVs.

The main objectives of this course work include:

1.analysis of the current state of the TV market and characteristics of consumer properties of TVs presented on Russian market.

2.analysis of the competitiveness of advanced models of LCD TVs.

Chapter I. Theoretical and methodological foundations of the competitiveness of products, goods and services

1.1 The concept and essence of competitiveness

Final goal any company - a victory in the competition. The victory is not a one-time, not accidental, but as a logical result of the constant and competent efforts of the company. Whether it is achieved or not depends on the competitiveness of the company's goods and services, i.e. on how much they are better compared to analogues - products and services of other firms. Maintaining the competitiveness of products at the proper level is carried out thanks to highly organized and methodically provided analytical and control work.

Products must not only have a set of technical, aesthetic, ergonomic and other properties, but also meet the conditions for their sale (price, delivery time, service, company prestige, advertising, etc.).

Each buyer acquires the product that best satisfies his personal needs, most consistent with social needs in comparison with others. Consequently, the degree of customer satisfaction with a product also consists of a set of opinions of individual customers and is formed even before it appears on the market, at any stage. life cycle products until disposal. At this time, there is a sharp competition for the consumer. Competitiveness depends on the degree of customer satisfaction with the product.

The competitiveness of a product is determined only by the set of properties that are of undoubted interest to a certain group of buyers, and ensures the satisfaction of this need. Other characteristics and properties of the product are not taken into account. A product with a higher quality level may be less competitive if its cost has increased significantly due to giving the product new properties not required by the consumer group for which it is intended. The same product can be competitive in domestic market and uncompetitive - on the outside, and vice versa.

The competitiveness of a product is a set of consumer cost characteristics of a product that determines its preference for the consumer in comparison with similar products: other domestic and foreign enterprises.

Some companies in industrialized countries (Japan, USA, France, Germany) allow achieving competitiveness of goods only in the domestic market, being confident in the possibility of selling their goods in the foreign market.

The analysis of the competitiveness of goods and services is carried out by various market entities - manufacturers, service enterprises, consumer organizations. Ultimately, the assessment of competitiveness is the prerogative of the consumer. From a number of analogues, he chooses a product that will best satisfy his needs at minimal cost.

The competitiveness of goods and services takes into account the terms of delivery, the availability and efficiency of service in the sale of goods and its subsequent use. In the context of economic entities, they can be assessed as separate categories of activities (competitiveness marketing activities, management, etc.), and the constituent elements of the economic process (competitiveness of production technology, equipment, etc.).

An enterprise that produces non-competitive products is doomed to a decrease in sales proceeds, an increase in receivables, leading to chronic insolvency of the enterprise, and, consequently, to the threat of bankruptcy. The solvency of an enterprise is directly dependent on the demand for manufactured products, determined by its competitive advantages and the correspondence of prices to these advantages.

In practice, competitiveness is most often assessed with the help of a sample product that is already in demand on the market and is close to social needs. Thus, the sample acts as the embodied requirements that the product in demand must satisfy. The parameters involved in the assessment are determined based on the results of market research and customer requirements. In this case, the criteria that the consumer operates when choosing a product should be used. The degree of importance of each criterion can be determined using expert and sociological methods.

In order for a product to be acceptable to the buyer, it must have a set of certain characteristics. There are the following main parameters characterizing the competitiveness of a product:

To the group of technical parameters,used in the analysis of competitiveness include:

· parameters of purpose, quality (also from the point of view of the consumer), which determine the technical properties of the product, the scope and functions that it performs. According to these parameters, one can judge the content of the beneficial effect achieved by using this product in specific consumption conditions. Designation parameters are divided into classification, technical efficiency and design;

· ergonomic parameters that characterize products in terms of compliance with the properties of the human body in the process of performing labor operations and interacting with the machine include hygienic, anthropometric, physiological, psychophysiological, psychological. Show the degree of comfort and convenience;

· aesthetic, which serve to model the external perception of the product, reflecting precisely such external properties of it, which are the most important for the consumer (color, fashion, style);

· normative, characterizing the properties of the product, which are regulated by mandatory norms, standards and legislation in the market where this product is supposed to be sold. In case of non-compliance current standards and norms, it cannot be used to satisfy an existing need and therefore has no use value for the buyer.

· the image of the product, its fame, trademark, etc. Purpose parameters are related to the areas of application of the product and the functions that it is required to perform.

Economic parameterscreate a consumption price, which includes the selling price. These include: the price of the goods, the cost of transportation and storage, installation and commissioning, as well as all current operating costs.

.2 Factors that determine the competitiveness of goods, products and services

When making purchases, each consumer carries out the process of choosing the product he needs among a number of similar ones offered on the market, and acquires the one that best satisfies his need. By comparing goods designed to meet the same need, the buyer takes into account their competitive consumer properties, finds out the degree of compliance with their own needs. At the same time, he seeks to achieve the optimal ratio between the level of consumer properties of the product and the costs of its acquisition and use, i.e. get the maximum consumer effect per unit of cost. In relation to a specific need, the indicated ratio can be achieved by a number of various goods due to their similar properties. Therefore, all of them will have the ability to satisfy this need and, in relation to it, can be considered as interchangeable.

In order to objectively assess the level of competitiveness of its product, the supplier in the analysis must use the same criteria that the consumer operates when choosing a product. Only in this case can it be expected that the rating given to the product by the supplier will coincide with the opinion of the buyer.

Competitiveness consists of a set of characteristics. To determine how successfully a product is able to meet the requirements of a particular market compared to competitors' products, it is necessary, first of all, to highlight the competitiveness criteria (the most significant qualitative and quantitative product parameters that are of interest to the buyer and guarantee the satisfaction of this need).

The main factors determining the competitiveness of goods and services include:

· The quality of goods and services.

Quality is the main factor determining competitiveness.

Quality is the totality of the characteristics of a product with regard to its ability to satisfy stated and foreseen needs. The concept of quality includes durability, reliability, accuracy, ease of operation, repair and other valuable properties, the absence of defects or defects.

The quality of a product can be characterized in terms of its properties and quality parameters.

Item Parameter - quantitatively or qualitatively characterizes any of its properties, including those that determine the quality of the goods.

Product properties determine the satisfaction of needs in accordance with its purpose. Properties are divided into simple and complex.

Simple Properties - it's tear resistance strength.

To complex properties refers to the reliability of goods, which includes non-failure operation, durability.

The quality of a product depends on the needs of society, and if the need for some kind of product has disappeared, then the quality of this product is reduced to zero. A more stringent requirement is compliance with standards. The success of a product on the market is ensured if it can contribute to the satisfaction of hidden (subconscious) needs - spiritual, status, psychological, age.

Directly to the quality of consumers increased interest.

High quality is the most reliable means of entering the market. From the point of view of marketing, quality includes indicators of timely updating of products, its release in an assortment that most fully satisfies the needs, tastes and requirements of consumers.

· The price of goods and services.

Pricing is one of the most important issues facing an entrepreneur. It is the price that reflects the state of affairs in the market of certain products and the level of profitability of the enterprise.

Price is a monetary expression of the value of a commodity, an economic category that serves to indirectly change the amount of socially necessary labor time spent on the production of a commodity.

There are factors that contribute to lower prices: production growth, technological progress, lower production and distribution costs, increased labor productivity, competition, tax cuts, expansion of direct ties. Others cause prices to rise: decline in production, instability of the economic situation, monopoly of the enterprise, excessive demand, increase in the supply of money in circulation, increase in taxes, increase in wages, increase in enterprise profits, improvement in product quality, conformity with fashion, rising labor costs, low efficiency of capital use , the company's reputation;

· Qualification level of personnel and management.

A high level of basic education allows specialists of enterprises to quickly learn, master new professions and acquire the skills necessary to work in a market environment. Therefore, the availability of qualified personnel is a significant advantage that contributes to the competitiveness of Russian enterprises.

Management qualification level - important role in ensuring competitiveness. The first way to solve this problem is to improve the skills of existing managers, and the second is to replace managers with new, more qualified ones.

· Technological level of productionin to a large extent affects the quality of products and its competitiveness, so the company makes planned investments in modernization and expansion production assets. It is the level of technology development at the enterprise that determines the ability to produce high quality products at low costs.

· Market saturation, supply and demand.The ratio of supply and demand, and this is one of the key issues for the effective operation of the company and the competitiveness of its products in a particular market.

competitiveness products LCD TV

Market saturation is a quantitative indicator that characterizes the availability of goods in trade according to the assortment list. The saturation of the market is the higher, the greater the breadth of the range.

1.3 Methods for assessing the competitiveness of goods and services

The development of the problem of competitiveness of goods and services depends on the chosen evaluation method.

When determining the set of product competitiveness parameters to be evaluated and compared, parameters characterizing the consumer properties of the product (consumer value) and its economic properties (cost) are taken into account, i.e. the costs of the buyer for the purchase and use of the product throughout the entire period of its operation (consumption). Together, these costs constitute the price of consumption - the amount of funds needed by the consumer during the entire service life of the product.

Either the buyer's need or a sample is taken as the basis for comparison. Typically, a sample is a similar product or service that has the highest sales volume and best prospect sales in the future.

The ability of a product to compete is assessed by comparing the parameters of the analyzed product with the parameters of the comparison base. For the base of comparison, in this course work, the product (LCD TVs) is taken.

In the assessment, differential and complex assessment methods are used.

The differential method for assessing competitiveness is based on the use of single parameters of the analyzed products and the comparison base and their comparison.

This method allows only to testify to the competitiveness of the analyzed product or the presence of its shortcomings in comparison with the analogue product. It can be used at all stages of the product life cycle, especially when comparing it with a hypothetical sample. The method does not take into account the impact on consumer preference when choosing a product of the weight of each parameter.

.If the basis for the assessment is need, the calculation of a single indicator of competitiveness is carried out according to the formula:

where gi- a single indicator of competitiveness;

pi - the value of the i-th parameter for the analyzed product;

pio is the value of the i-th parameter (sample), at which the need is fully satisfied;

2. If the assessment is based on sample, the calculation of a single indicator of competitiveness is carried out according to the formula:

(i = 1, 2, 3,.,n),

where gi- a single indicator of competitiveness;

p i - the value of the i-th parameter for the analyzed products;

p io - the value of the i-th parameter (sample), at which the need is fully satisfied;

From the data, the form is chosen according to which the growth of the indicator corresponds to the improvement of the indicator parameter

Integrated method for assessing competitiveness. It is based on the application of technical, economic and integral indicators. This method will be used to calculate the competitiveness of LCD TVs in Chapter II.

Based on individual indicators, group indicators of competitiveness are calculated, which characterize the compliance of the product with the need for it.

1. The group indicator of competitiveness by technical parameters is calculated as:the ratio of the parameters of the analyzed object and the parameters of the competitor's product, taking into account the weighting significance of each parameter in total value parameters that characterize the product.

I etc. = ?pi/p * a,

where Ietc. -group indicator of competitiveness by technical parameters;

pi- a single indicator of the analyzed object;

p- parameters of the competitor;

a-weight coefficient.

q = pi/p -a single indicator of competitiveness for the i-th technical parameter, calculated by the formulas.

The group indicator combines individual indicators and characterizes the degree of satisfaction of the need as a whole.

Received group indicator I tp characterizes the degree of compliance of a given product with an existing need for the entire set of technical parameters, the higher it is, the more fully satisfied the needs of consumers.

The basis for determining the weight of each technical parameter in the total set is expert opinions based on the results of market research, consumer demand, seminars, sample exhibitions.

Calculation of the group indicator by economic parameters, which are characterized through the costs of the consumer for the acquisition, after-sales activities and operation (consumption) of the goods during the entire service life (shelf life).

Ie. P.=Z/Z0 *a,

where W- total costs of the analyzed object;

W0 - the total cost of a competitor;

a-weight coefficient.

Full costs consumer consist of one-time costs for the purchase of products (Ze) and average total costs for the operation of products:

where T - service life; i - year in order.

4. The calculation of the integral indicator of competitiveness is carried out according to the formula:

K= Ietc./Iep.,

where K is an integral indicator of the competitiveness of the analyzed products in relation to the sample product.

The integral indicator reflects the difference between the compared products in the consumer effect per unit of the buyer's costs for the purchase and consumption of the product.

When evaluating the competitiveness of a particular product, it can be compared with similar competitor products (competitor samples), for which a similar comparison was also made with a reference sample, and a conclusion can be drawn about their comparative competitiveness.

If K<1, то рассматриваемый товар уступает образцу по конкурентоспособности, а если К>1, then surpasses, with equal competitiveness K=1.

The higher the K1 index, the higher the competitiveness index.

When choosing a competitor sample, it is necessary that it and the product being evaluated be similar in value and conditions of use and intended for the same consumer group.

1.4 The essence of SWOT analysis

The very concept of SWOT is an abbreviation of four words - strengths, weaknesses, opportunities and threats (strengths, weaknesses, opportunities, threats).

Visually, this is represented in the form of table No. 1:

Internal

Table number 1. SWOT analysis

S (STRENGTHS) Internal environment W (WEAKNESSES) Internal environment O (OPPORTUNITIES) External environment T (THREATS) External environment

It was first proposed in 1963 by Harvard professor Kenneth Andrews. He also acted as one of the developers and theorists of the SWOT analysis methodology, which since 1965 has been used to develop a strategy for the company's behavior.

Situational, or "SWOT (SWOT) - analysis" can be carried out both for the organization as a whole and for individual types of business. Its results are further used in the development of strategic plans and marketing plans in various fields of activity.

His idea is that a successful strategy should be based on the principle of linking the internal capabilities of the enterprise and the external environment, presented in the form of opportunities and threats.

Elements internal environment are strengths and weaknesses. The list of strengths and weaknesses for each company is individual.

The strengths include everything that the company can do better than others, or that, the possession of which provides the company with an advantage over its competitors. It can be some specific type of resources, organizational capabilities, experience in various fields of activity, advanced technology, high reputation. For example, the presence of secrets of production that provide low costs, the best service, the product is packaged in a convenient package for the sake of use, the best location, a system for introducing new products, etc. On the contrary, the weaknesses of the enterprise are what it does worse than others, or what puts the enterprise in worse conditions compared to competitors.

The real work for each enterprise is to make lists of strengths and weaknesses and evaluate the importance of each position depending on the competitive conditions in the industry. Most significant strengths enterprises should be the basis of the strategy. It is precisely what constitutes the exceptional superiority of the enterprise that should, in practice, become the basis for building competitive advantage within the framework of the developed strategy.

On the other hand, a good strategy should allow minimizing the negative impact of the weaknesses of the enterprise on its strategic position.

The most important and obvious elements of the internal environment are:

·Product,

· marketing policy,

· Pricing,

· Marketing Information,

· Sales,

·Trade marks,

· Positioning of the company / product,

· Engineering and development of new products,

· operational activities,

·Production,

R&D,

· Financial and material resources,

・Skills and experience

· salary and bonuses,

· Motivation and stimulation,

· Working conditions, staff turnover, and much, much more.

Elements external environment: opportunities and threats.

Opportunities and threats, by definition, being elements of the external environment, are outside the control of the organization.

Opportunities are favorable circumstances that an enterprise can use to gain an advantage. As an example of market opportunities, one can cite the deterioration of the positions of competitors, a sharp increase in demand, the emergence of new production technologies, an increase in the level of income of the population, etc.

Threats - events, the occurrence of which can have an adverse impact on the enterprise. Examples of market threats: new competitors entering the market, tax increases, changing consumer tastes, declining birth rates, etc.

The identification of potential opportunities and threats should be considered as the next stage in the development of a strategic plan for the enterprise. A well-constructed strategy should be focused on the use of opportunities that are adequate to the resources of the enterprise, and provide the fullest possible protection against threats associated with changes in the external environment.

Elements of the external environment:

· political forces,

· Legislation,

culture,

· social trends, traditions,

· The level of development of science and technology,

· technical innovations,

· Economic situation, the level of economic growth,

· Competitive situation

Appendix No. 1 contains a SWOT analysis of Samsung.

Chapter II. Analysis of the competitiveness of a product on the example of an LCD TV

2.1 Analysis and development prospects of the LCD TV market

In the Russian market of television equipment, there is quite a strong competition between imported and between domestic manufacturers.

First of all, advertising should be attributed to the methods of competition in the Russian TV market.

LCD TVs are high-tech devices that are very closely in contact with the Internet technology market and quickly adopt everything new from it. Here, as in the monitor market, there is a very rapid change in technology all the time.

The only real competitor to LCD TVs is plasma panels, but they have a severe technological limitation from the bottom in terms of screen size and, as a result, are cut off from the truly mass market.

Plasma and LCD TVs are becoming bestsellers in the electronics market. By 2010, flat-panel TV sales reached 83.5 million units a year, generating $45 billion in revenue, according to Strategy Analytics.

In the global market, Sharp, LG, Philips and Samsung, Panasonic, Sony and Toshiba (listed in alphabetical order) are in the leading group. At the same time, by 2010 the volume of supplied products from the most famous brands will increase by 35%. The leader among them is the South Korean company Samsung Electronics, which in 2009 supplied the market with about 25 million television systems - 19% of the global figure. By 2010, the number of Samsung TVs shipped increased to 35 million units, up 28% from 2009.

According to the analytical agency DisplaySearch, in Russia in 2010 the maximum sales of LCD TVs were from Samsung, whose share was over 31.3% (Chart No. 1). This name has long been known to Russian consumers. The second place for the same period was taken by the Dutch company Philips (18.5%), LG (8.6%).

When choosing a modern LCD TV, you need to focus on brightness, contrast, sound quality, response time.

The brightness of the LCD TV will determine how comfortable it will be to look at the screen in high light conditions. The brightness indicator does not greatly affect the cost, but the brighter the screen on the TV, the better. The minimum brightness value below which you should not fall is 450 cd / m2.

The contrast of an LCD TV is one of the most important parameters. If the contrast of the TV is low, then on the screen you will not see a rich color palette of images and a rich range of tones and halftones of color.

Response time affects the quality of playback of dynamic scenes. The larger this parameter, the worse the TV copes with displaying moving objects - they may have a loop.

The course work will consider the analysis of the competitiveness of LCD TVs Samsung, Philips and LG.

Chart No. 1. Market shares of the Leader (Samsung) in the Russian LCD TV market

2.2 Calculation of indicators of competitiveness of goods on the example of LCD TVs

We will calculate the competitiveness of TVs using a complex method.

The calculation of the competitiveness of TVs is taken as a standard TV Samsung, because. Samsung Electronics has established itself as a manufacturer of high quality products.

The main characteristics of LCD TVs are shown in Table No. 2.

To distribute LCD TV models according to the level of competitiveness, it is necessary to calculate on the basis of Table No. 2:

· group indicator by technical parameters;

· group indicator by economic parameters;

· integral indicator of competitiveness.

Table number 2. The main characteristics of LCD TVs.

Key indicators Weight coefficient (a) Samsung (evaluated variant) Philips (competitor product) LG (competitor product) 1. Brightness (cd/m2) 25%5004502502. Dynamic contrast ratio20%7000005000003000003. Image quality (100 points) 15%10090804. Pixel response time 20%3445. The total sound power is 20%3020106. Average price 100% 32153 rub. 31111 rub. 30110 rub.

From this table, the economic parameters include the average price. The rest of the indicators are technical.

I. Calculation of group indicators according to technical parameters:

The first step will be to find single indicators that reflect the percentage of the level of the parameter (P) to the value of the same parameter of the competitor product (Pi 0), taken as 100%:

Therefore, the single figures for Philips are:

: 500000/700000 = 0,714

Single indicators for LG will be equal to:

: 300000/700000 = 0,43

Verification: weighting factors for technical parameters as well as for economic indicators should add up to 100% or 1.

%+20%+15%+20%+20% = 100%.

The group indicator combines single indicators for a homogeneous group of parameters (technical, economic) using weighting coefficients determined by an expert.

The group indicator is calculated as the product of a single indicator by a weighting factor.

Indicator on technical parameters for TVs Philips:

Ietc.= 0,9*0,25+0,714*0,2+0,9*0,15+1,33*0,2+0,67*0,2= 0,90

For TVs LG:

Ietc.= 0,5*0,25+0,43*0,2+0,8*0,15+1,33*0,2+0,2*0,33= 0,66

0,125+0,086+0,12+0,266+0,066

II. Calculation of the group indicator for the economic parameter (average price):

for Philips: I e. p. \u003d 31000 / 32153 * 1 \u003d 0.96

for LG: I e. p. \u003d 30110 / 32153 * 1 \u003d 0.93

III. Calculation of the integralindicator according to the formula:

For Philips, the group score is:

K = 0.90/0.96= 0.93

for LG: K = 0.66/0.93=0.70

From these calculations, we can conclude that in terms of technical and economic parameters, Philips and LG are inferior to Samsung LCD TVs, because. the considered indicators do not exceed unity. Samsung TV is the most competitive, that is, in general, this model satisfies the needs of the consumer more fully than the other model (Philips).

According to economic parametersit can be seen that the LG model is more competitive in terms of economic parameters, because it has the lowest group indicator, which is 0.70. This means that the buyer will be more willing to buy this model than everyone else. According to some characteristics of LCD TVs: dynamic contrast, image quality, sound power, the LG model is inferior to its competitors, so it is more profitable to buy a Samsung TV. Despite the fact that it is somewhat more expensive, it is competitive in terms of technical parameters.

Integral indicatorreflects the difference between the compared products in the consumer effect per unit cost of the buyer for the acquisition and consumption of the product.

From calculations this indicator competitiveness, it can be seen that

that Philips and LG are inferior to the sample (Samsung) in terms of competitiveness as a whole, because their integral indicator is less than one (0.93 and 0.70), this characterizes the preference of the Samsung TV in comparison with TVs of other brands under consideration.

Thus, the consumer will give preference to the Samsung TV. If we rank the TV manufacturers in question (according to consumer estimates) in order of decreasing preference, then the first and most preferable place will be occupied by "Samsung"; the second is "Philips"; the third is "LG".

2.3 Ways to improve the competitiveness of goods

It is believed that the high competitiveness of the product usually implies a greater likelihood of commercial success of the product in this market.

When analyzing the competitiveness of a product, first of all, its functional purpose, reliability, durability, ease of use, aesthetic appearance, packaging, maintenance, instructions and other characteristics are taken into account, i.e. the ability of a product to meet the total needs of the buyer better than competing products. The most important condition for survival in the market is the creation of consumer value of the product, which would include the entirety of the properties of the product.

Samsung, in a competitive environment, does not stop at the achieved results. Today, technology is advancing rapidly and new products are entering the market. To remain competitive in the century digital technologies, it is necessary to master new and new areas all the time.

Through its research and development, Samsung ensures the high quality of its TVs while average price.

Timely provision of a range of services related to the sale and use of machinery, equipment and other industrial products and ensuring their constant readiness for highly efficient operation (service maintenance) is one of the ways to increase the competitiveness of goods. Service is the main factor in increasing the competitiveness of goods, because the prices for spare parts are 2 times lower than the prices of components used in production.

Importantly, Samsung's service workers, who come into daily contact with installed equipment, provide valuable insights to improve the competitiveness of existing and new products.

This allows Samsung to firmly consolidate its position in the LCD TV market, as well as increase the competitiveness of its products and increase sales.

The main favorable ways to increase the competitiveness of the goods include:

· reducing the time of creation (development) and entering the market,

· reduction of shipment time, increase in assortment,

· increasing the speed of services,

· availability of quality service,

· quality improvement, "playing with the price",

brand,

· raising the level of staff and many others.

The competitiveness of products also depends on a number of factors that influence the preference of goods and determine the volume of their sale in a given market. These factors can be considered components of competitiveness and can be divided into three groups: technical and economic, commercial, regulatory legal factors.

Technical and economic factorsinclude selling price, quality, operating costs. They depend on the productivity and intensity of labor, production costs.

Commercial factorsdetermine the conditions for the sale of goods in a particular market. Include advertising, company image, market conditions, service provided.

Regulatory Factorsreflect the requirements of technical, environmental and other safety of the use of goods in this market.

These factors act as constraints that must be met.

Conclusion

After completing the practical part of the course work, it becomes clear that product quality has a great impact on the competitiveness of the product and production efficiency. Quality is a synthetic indicator that reflects the combined manifestation of various factors. This concept reflects the totality of properties and characteristics of products. It is possible to increase the competitiveness of a product by improving its quality characteristics, or by reducing the consumption price. From the example considered in this paper, it can be seen that the quality characteristics of Samsung are much higher than competitors.

The LCD TV market is interesting for analysis, except specifications, the brand is one of the leading, and perhaps the primary reason for the purchase. The competition in this market is too strong, the participants quickly implement all the most advanced inventions, so the irrational reasons for buying become more important than ever.

Chapter I discusses the main methods for assessing the competitiveness of goods, products and services. And on their basis, an integral indicator was calculated.

A SWOT analysis was carried out, in which the strengths and weaknesses of Samsung Electronics were identified.

Based on Chapter II of this work, we can draw the following conclusions:

· LCD TVs are in a tough competitive environment both in Russia and overseas market, because The LCD TV market in Russia is very saturated with products in this area.

· The most competitive is Samsung LCD TVs.

· Samsung Electronics is the leader in terms of sales in the LCD TV market and positions its product as the best price-quality ratio. Russian LCD brands are an inexpensive product, but due to low quality they are not able to compete with the main players in the LCD TV market.

· For Russian buyers, it is more profitable to buy Samsung TVs, because it is significantly superior to competitors in terms of technical parameters.

· Commodity strategy provides for taking into account the requirements of the consumer to the characteristics of the proposed equipment; various complete set at delivery; continuous improvement of technical indicators and operational characteristics.

· It is supposed to use the following types of advertising: advertising on the Internet, advertising on television, advertising in the city.

List of used literature

Regulations:

the federal law No. 135-FZ "On Protection of Competition" (as amended on November 29, 2010)

Monographs

1.Textbook Fatkhutdinov R.A. "Strategic management" publishing house: Delo, 2008. Hardback, 448 pages.

2. Michael Porter's tutorial Competitive strategy. Methodology for analyzing industries and competitors"Hardcover (2007)

3. Textbook T.G. Filosofova, V.A. Bykov "Competition and competitiveness". Publisher: Unity-Dana, 2007

4. Textbook Saveliev N.A. "Management of the competitiveness of the company". Publisher: Phoenix, 2009

5. Gorfinkel V.Ya. Enterprise Economics: a textbook for universities / ed. Prof. V.Ya. Gorfinkel. - 5th ed., revised. and additional - M.: UNITI - DANA, 2009.

Periodicals

1.Journal" Contemporary Issues Science and Education" No. 6, 2007, Bocharov V.P., Vorobyov E.V.

2. Journal "Marketing in Russia and abroad" Articles from issue N5.

Journal "Corporate Management". Practical Marketing > №10.

Journal "Corporate Imageology". Competitiveness of Russia

5.Business Magazine. "Competitiveness. Analysis".

Internet resources

1. #"center"> Applications

Application No. 1

SWOT analysis of Samsung.

Internal environmentStrengthsWeaknessesStrong presence of the company around the world. Popularity of the market, developed sales system. The company's products are manufactured at 18 enterprises, and the number of workers reaches 82,000 people. Samsung owns 20% of the global TV market<#"justify">External environmentOpportunitiesThreatsDeveloping competitive relations. Usage modern systems automation. Equipment produced in the Russian Federation is exported to other countries of the world. Entering the market of foreign competitors. Growth in sales of substitute products. Growing demands of buyers and suppliers. Changing needs and tastes of customers. Low solvency of the population. The number of shops that reduce the prices of equipment is growing.

Tags: Product Competitiveness Research Diploma Marketing

Diploma work: Economic analysis of competitiveness and quality of products on the example of JSC "Gorizon". Research of product competitiveness Analysis of competitiveness indicators on the example of an enterprise pdf

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