Improving enterprise’s competitiveness on the basis of combined ABC/XYZ and cluster analyses of the commodity nomenclature

Subject. This article examines the relationship between marketing activities and the development of entrepreneurial structures in Russia. Objectives. The article aims to develop a methodological approach that helps optimize the product nomenclature and develop differentiated marketing strategies for managing sales in different segments. Methods. For the study, I used the methods of ABC/XYZ and cluster analyses. Results. The article offers a methodological approach to the analysis of the nomenclature of goods, tested on the data of one of the business structures of the Crimean wine industry. It identifies goods nomenclature clusters that have similar dynamic characteristics for changes in sales volumes and demand predictability, and provides recommendations for increasing sales, margins, and improving enterprise competitiveness. Conclusions. The developed methodological approach can be considered as an element of information and methodological support for the enterprise competitiveness management system.

SUSTAINABLE ENTERPRISE COMPETITIVENESS IN THE CONTEXT OF ORGANIZATIONAL, THEORETICAL AND METHODOLOGICAL MANAGEMENT TOOLS

The article assesses the level of competitiveness of enterprises over time using the local taxonomic indicators of the development of production, financial, marketing and social sustainability and total integrated indicator of the state of sustainable competitiveness. The methodical approach to the assessment of the level of sustainable enterprise competitiveness and the impact of organizational and managerial potential on the sustainable enterprise competitiveness is improved. Conceptual bases of creation of organizational and managerial potential of sustainable enterprise competitiveness are developed. The authors propose a scientific and practical approach to modelling the influence of organizational and managerial potential on the overall integrated indicator of sustainable enterprise competitiveness, which centers on the identification of possible development scenarios shaped by organizational and managerial factors determining the efficiency of ensuring sustainable competitiveness of machine-building enterprises. Substantiation is provided for the creation of a mechanism ensuring the sustainable enterprise competitiveness that takes into account available organisational and managerial potential as the basis for making quality managerial decisions on improving the adaptability of enterprises to difficult and changing external conditions.

INTERNET PROSUMPTION IN THE ASPECT OF ENTERPRISE COMPETITIVENESS

The article focuses on presenting the role of internet prosumption as a source of competitivenessof a modern enterprise. The boundaries between production and consumption processes areblurring. The prosumption relationship will be strengthened thanks to the progressive technological changes, especially the development of the Internet. Internet prosumers, by expressing their opposition to standardized production, become a reservoir of “new knowledge”. which in turn becomes the seed of innovation of all kinds. These activities lead to the expansion of the group of satisfied customers, consolidation of the company’s market position and, as a result, an increase in its competitiveness. The aim of the article is to present the importance of internet prosumption as a source of enterprise competitiveness. The analysis was summed up in the original model, which indicated that establishing a pro-consumer system becomes an external source of competitiveness. The article highlights the role of the Internet and ICT as a catalyst for effective communication between the consumer and the provider.

Specifics of competition and development of competitiveness of hotel business enterprises in the international market

Introduction. Competition – the struggle of independent economic entities for limited economic resources. It is an economic process of interaction, interconnection and struggle between the speakers in the market enterprises in order to provide better sales opportunities for their products, meeting all the needs of customers. In the world market there is constant fierce competition from producers. Successful performance in foreign markets requires a significant increase in the competitiveness of domestic goods. The purpose of the paper is to improve the system of research of factors influencing the development of enterprise competitiveness, to define the concept of «competition in the international market», to consider the definition of competitive advantages in the hotel business and highlight their features, to substantiate the need for long-term study of competitiveness factors. Results. At import use of competition of foreign sellers allows to reach more favourable conditions of purchases. But the concept of competition is so ambiguous that it is not covered by any universal definition. This is a way of farming, and a way of capital existence, when one capital competes with another capital. In recent years, the hotel industry is characterized by an increase in supply while reducing demand for hotel services, which leads to significant competition in the market of hotel services. Competition in the market of hotel goods and services is based on the development of equipment and technology of hotel services, its organization, the feasibility of investment. According to foreign research today, the hotel industry has reached a high level of the international market with high growth and strong competition. The paper presents the results of studying the factors influencing the development of competitive advantages of the hotel business, highlights the key parameters that demonstrates the potential of identifying their competitiveness in the current economic situation. Conclusion. In the context of this paper, the results of studying the factors influencing the development of competitive advantages of hotel business enterprises were presented, the key parameters demonstrating the potential of identifying their competitiveness in the current economic situation were highlighted. Methods of improving the system of research of factors influencing the development of enterprise competitiveness were presented, the concept of «competition in the international market» was defined, the definition of competitive advantages of the enterprise in the hotel business was considered and their features were highlighted. Thus, competition is a business process of interaction, interconnection and confrontation between enterprises in the market in order to provide better sales opportunities, to meet all the needs of users. The advantages of competition are, on the one hand, the impact of production and market relations, and on the other – an increase in STP.

OPTIMIZATION OF THE MANAGEMENT PROCESS AS A FACTOR IN INCREASING THE COMPETITIVENESS OF THE ENTERPRISE

Under the current conditions of increasing competition, businesses face with the challenge of increasing their competitive-ness. Development of production programs requires the attraction of additional financial resources. Therefore, there is a need to attract investment by developing a strategy for the investment attractiveness of the enterprise, which is achieved by increasing its competitive advantages. In the process of research, methods of theoretical generalization and comparison, analysis and synthesis are used (to substantiate the essence of theoretical aspects of enterprise competitiveness, to determine the main com-ponents of competitiveness and its impact on the investment attractiveness of the enterprise), the graphical method (for visual representation of study findings), strategic forecasting (while determining the strategic directions of increasing the investment attractiveness of the enterprise), a logical method (for theoretical generalizations and forming research conclusions) are used. The paper investigates the theoretical and methodological foundations of optimization of the management process in the context of increasing the competitiveness of the enterprise, which require detailed study in order to form an effective competitive strategy. Ways to optimize the management process of the operator PJSC «Ukrtelecom», which allows top-management to take measures to build an effective organizational structure of enterprise management. The influence of competitive advantages on changes of competitive strategies of the operator in the market of telecommunication services of Ukraine, necessary for consolidation of the competitive positions, and also the further development of internal components of its vital activity according to growing needs of the market is estimated. The matrix of priority directions of optimization of the operator management process as a component of the economic orientation of the sphere of activity of the enterprise and its strategic development is investigated. The obtained research results can be considered as ways of improvement the competitiveness of the enterprise, which will be used to create objective prerequisites and methodological grounds for further study of the given problem.Keywords: management process optimization, telecommunication services, enterprise competitiveness, competitive strategy, strategic development. Стаття присвячена дослідженню теоретико-методичних основ оптимізації процесу управління в контексті підвищення конкурентоспроможності підприємства, які потребують детального опрацювання з метою формування ефективної конкурентної стратегії. Визначено шляхи оптимізації процесу управління оператора ПАТ «Укртелеком», що дозволяє топ-менеджменту вжити заходів, щодо побудови ефективної організаційної структури управління підприємством. Оцінено вплив конкурентних переваг на зміни конкурентних стратегій оператора на ринку телекомунікаційних послуг України, необхідного для закріплення своїх конкурентних позицій, а також подальшого розвитку внутрішніх складових його життєдіяльності у відповідності до всезростаючих потреб ринку. Досліджено матрицю пріоритетних напрямків оптимізації про-цесу управління оператора, як складової економічної направленості сфери діяльності підприємства та його стратегічного розвитку.Ключові слова: оптимізація процесу управління, телекомунікаційні послуги, конкурентоспроможність підприємства, конкурентна стратегія, стратегічний розвиток

ORGANIZATIONAL AND ECONOMIC ASPECTS OF ENSURING THE COMPETITIVENESS OF THE ENTERPRISE

Введение. Статья посвящена систематизации организационно-экономических аспектов обеспечения конкурентоспособности предприятия. В статье построена иерархическая модель конкурентоспособности предприятия, состоящая из конкурентоспособности продукции, конкурентоспособности торговой марки, конкурентоспособности предприятия, конкурентоспособности потенциала. Конкретизированы детерминанты рыночной ориентации, определяющие конкурентоспособность предприятия. Данные и методы. Теоретико-методическую основу исследования составляют положения и разработки отечественных и зарубежных ученых в области организационно-экономических аспектов обеспечения конкурентоспособности предприятия, а также общенаучные и специальные методы научного познания. Полученные результаты. В результате исследования систематизированы организационно-экономические аспекты обеспечения конкурентоспособности предприятия на основе детерминант рыночной ориентации. Определено, что ресурсное обеспечение конкурентоспособности предприятия состоит из следующих составляющих: производственной, технологической, кадровой, финансовой, инновационной. Заключение. Теоретическая значимость исследования заключается в том, что полученные результаты расширяют отдельные положения теории управления и научные подходы к обеспечению и повышению конкурентоспособности предприятия. Introduction. The article is devoted to the systematization of organizational and economic aspects of ensuring the competitiveness of the enterprise. The article presents a hierarchical model of enterprise competitiveness, consisting of product competitiveness, brand competitiveness, enterprise competitiveness, and potential competitiveness. The determinants of market orientation that determine the competitiveness of an enterprise at each level of the proposed hierarchical sequence are specified. Data and methods. The theoretical and methodological basis of the research consists of the provisions and developments of domestic and foreign scientists in the field of organizational and economic aspects of ensuring the competitiveness of the enterprise, as well as general scientific and special methods of scientific knowledge. The results obtained. As a result of the research, the organizational and economic aspects of ensuring the competitiveness of an enterprise based on the determinants of market orientation are systematized. It is determined that the resource support of the enterprise's competitiveness consists of the following components: production, technological, personnel, financial, and innovation. Conclusion. The theoretical significance of the study lies in the fact that the results obtained expand certain provisions of the management theory and scientific approaches to ensuring and improving the competitiveness of the enterprise.