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THE METHODS OF BUILDING ENTERPRISE COMPETITIVENESS ESTIMATION

Автор Доклада: 
Verhoglyadova N.I., Levchinskyy D.L., Rossikhina O.E.
Награда: 
THE METHODS OF BUILDING ENTERPRISE COMPETITIVENESS ESTIMATION

UDC 339.137.2

  THE METHODS OF BUILDING ENTERPRISE COMPETITIVENESS ESTIMATION

Verhoglyadova N.I., Dr.Sc. (Econ), Prof.,
Levchinskyy D.L., Cand.Sc.(Techn),
Rossikhina O.E., postgraduate student
Pridneprovsk State Academy of Civil Engineering and Architecture

 

This article goes about the different approaches to enterprises competitiveness estimation. The estimation building enterprise competitiveness system is offered.

Key words: competitiveness, approach, method, estimation, building enterprise

У статті розглядаються різні підходи до оцінки конкурентоспроможності підприємств. Запропоновано систему показників оцінки конкурентоспроможності будівельного підприємства.

Ключові слова: конкурентоспроможність, підхід, метод, будівельне підприємство

 

There is a necessity of the system of competitiveness estimation indexes development while the management mechanism of enterprise competitiveness development. This system would take into account interests of producers, investors, creditors, suppliers, customers and removed the features of market situation.

Obviously, these aims achievement is possible only if objective methodology of competitiveness estimation. With the exact and correct estimation there is high probability of the right administrative decision acceptance.

The estimation is impossible without the analysis of enterprise activity. In turn, the enterprise activity analysis assumes the estimation of the present potential use attained level (organizational, scientific and technical, productive - technical, social, financially - economic), estimation of economic activity general results, financial position and solvency, production activity efficiency.

It is necessary to underline that the enterprise competitiveness analysis has a lot of common with the economic activity analysis. The competitiveness analysis making is impossible without many indexes, which are used for carrying out an analysis of industrial and economic activity.

At the same time, the competitiveness analysis has the specific traits and tasks. Firstly, the competitiveness estimation is the starting point for all industrial and economic activity organization in a market economy. Secondly, the competitiveness study at all stages of product life cycle should be carried out ceaseless and systematically. Thirdly, the competitiveness estimation of enterprise makes necessary to use a number of indexes. First of all, these indexes testify about the enterprise stability position, the ability to production output which has consumer demand and provides a stable income.

The problems of enterprise estimation competitiveness is investigated by many ukrainian and foreign authors, such as Antonyuk L.L., Bondarenko G.S., Voronkova L.E., Dikan V.L., Ivanov Yu.B., Azoev G.L., Poplavskaya E.O., Fathutdinov R.A. and others.

There are matrix approach and indicatory approach according to the estimations methods:

  • matrix approach. The idea of interdependence and dynamics of competition underlines this approach [1,2, 3];

Managers have the opportunity to estimate not only the enterprise competitiveness, but also nearest competitors while using matrix approach. This approach will help to develop the market behavior strategy.

  • indicatory approach. This approach is based on the indicators system application.

The estimation of enterprise competitiveness and national economy is provided with mentioned indicators system [4].

It’s possible to mark out the criterial and expert approaches of estimation methods according to the direction of forming informative base:

- criterial approach is based on the absolute (natural or cost) values of key indexes. This approach is most exact [5,6];

- expert approach is simple in the use, does not require complete information gathering about competitors, because it is based on experienced specialists opinion [7,8].

There are graphic approach and mathematical approach according to the method of end-point reflections:

- graphic approach provides the hightest level of estimation end-point perception, which are interpreted in graphic objects (pictures, diagrams etc.);

- mathematical approach is based on the estimation factor models, which are consisted in the calculation of one (integral) index or a few digital values of indexes. This approach is most exact than the graphic one [9];

There are direct approach and strategic approach to estimation methods according to the development administrative decisions:

- direct approach is the static approach which is based on estimation of business actual state [10];

- strategic approach is based on develop strategic measures to improve competitiveness [11].

Such authors as Adler Yu.P,, Asaul A.N., Buzyrev V.V., Verstia N.G., Yeleneva Yu.Ya., Lapin T.N., Reznik A.N. and others suggest the individual approach to the building enterprise competitiveness estimation, because the building industry has its own specificity.

For a more visual presentation of these approaches to estimation methods we suggest sorting out them into the uniform scheme (pic.1):

The approaches systematization of the competitiveness enterprise methods estimation

Pic.1 The approaches systematization of the competitiveness enterprise methods estimation

 

There are a lot of methods to the enterprise competitiveness estimation which we classified in accordance to above-mentioned approaches (table 1).

Table1

The methods of competitiveness enterprise

Approach

Methods

Matrix

  • SWOT - analysis;

  • SPACE - analysis;

  • Boston consultative group matrix;

  • General-Electric-McKinsey matrix;

  • Matrix of consultative firm «A.Nielsen»;

  • The method of «Development of quality functions»;

Indicatory

  • The method of economic enterprise competitiveness;

  • The method of social enterprise competitiveness;

Criterial

  • The method of the «application of quality systems»;

  • The method of level determination of the real enterprise competitiveness;

  • The method of equation of enterprise competitiveness with the product competitiveness;

  • The method of «profiles»;

  • The method of enterprise competitiveness estimation of consulting corporation «Dun and Bradstreet»;

  • The method on the base of effective competition theory (Maksimova I.V.);

Expert

  • The method of competitiveness estimation on the basis of consumer cost;

  • Benchmarking method;

  • The method of the rating systems;

Graphic

  • The estimation method on the basis of polygon enterprise competitiveness;

  • «Radar method»;

Mathematical

  • The method of competitiveness is based on the theory of comparative advantage (Porter М.);

  • The integral index of competitiveness (Fathutdinov R.A.).;

  • The integral index of competitiveness (Zulkarnaeva I. and Ilyasova)

  • The method of competitiveness determining (Azoev G.L.);

  • The method of ideal point;

  • The method of competitiveness (Minko E. and Krichevsky M.);

Direct

The same methods as related to the mathematical approach.

Strategic

  • The method is based on the theory of equilibrium;

  • Competitiveness definition according to market part;

  • The method is based on comparative analysis and enterprise definition among competitors (Yashin N.S.);

Building

  • The estimation method according to market part;

  • Consumer options estimation of building products ;

  • The enterprises competitiveness estimation  in terms;

From all variety of methodological approaches, we can make conclusion that is very important for the enterprise to choose methods of competitiveness estimation in order to obtain reliable results.

All above-mentioned methods of enterprise competitiveness estimation have certain advantages and disadvantages.

It is necessary to formulate basic requirements to methods of enterprise competitiveness estimation [12]:

- The availability of competitiveness integrated index;

- The accessibility, the constancy and the information comparability which use in the analysis;

- Taking into account the enterprise parameters of all functional areas.

Taking into account all these requirements we suggest developing such an integrated competitiveness estimation of the building enterprise, which enable to make a quantitative comparison of the elements, to take into consideration characteristics, factors and elements influence, to calculate the integral index of building enterprise competitiveness.

According to this position, we offer a new method of building enterprise competitiveness estimation which based on criterial and mathematical approaches (table 2).

Table 2

The activity of building enterprise competitiveness estimation

Activity

Indexes

Economic activity

  • realized unit cost;

  • net income;

  • gross receipt;

  • profitability of sales;

  • profitability of productive activity;

  • profitability of enterprise.

Financial activity

  • current ratio;

  • rapid liquidity ratio;

  • absolute liquidity ratio;

  • coefficient of financial autonomy;

  • coefficient of manoeuvrability of circulating assets.

Technical activity

  • capital productivity;

  • capital-labor ratio;

  • degree of the use of production capacity;

  • middle age of equipment;

  • degree of wear of equipment;

  • level of technology progressiveness;

  • level of production rhythm.

Personnel and social development of enterprise

  • fund of payment of labour of all workers;

  • amount of all workers;

  • income per worker;

  • labour productivity;

  • index of fluidity personnel;

  • middle age of employees;

  • high-quality descriptions of manufacturing staff;

  • high-quality descriptions of administrative personnel;

Administrative activity

  • adaptiveness of organizational structure;

  • amount of management levels;

  • level of dirigibility;

  • level of control system automation;

  • quality of corporate culture.

Marketing activity

  • competitiveness of products;

  • part of charges on marketing;

  • coefficient of overstocked with goods by the prepared products;

  • coefficient of efficiency of advertising and facilities

  • of sales promotion.

Under the criterial approach, the separate indexes is calculated according to the activity. Under the mathematical approach, the common integral index of building enterprise competitiveness is determined in the end. In this method is synthesized separate indexes from different methodologies. We used and the synthesized methods of enterprise competitiveness estimation of such scientists, as Murtazina G.F., Dongak Ch.G., Maksimova I., Bochkova S.V., Sahnenko I.V.

Though, above-mentioned estimation methodologies were done and filled up by such direction of activity, as social development of enterprise. Thus, there is the task of estimation complex system making, which would correct the disadvantages of existent systems and take into account the specific of building enterprise.

 

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