Affiliation
a Kemerovo State University
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Abstract
The article presents assessments of industry competitive position using the example of the food industry. For these purposes, the concept of "branch" has been disclosed, which is given as a group of companies in the study area. An attempt was made to consider the industrial enterprises from the position of the object and the subject of market relations. Its competitiveness is determined not only by the presence of resource competitive advantages (when considered as an object), but also their level of use (when considering the company as the subject of market relations). According to this, industry's competitive position are grouped into two subgroups - basic and managed, highlighting in basic industry competitive positions of the two parts. The first part reflects the general characteristics achieved by the market in which the enterprise is working, and the second part reflects the general characteristics of the industry itself. Evaluation of the competitive position of the industry it is more expedient to carry out on the selection criteria (parameters), and complete the analysis and evaluation of the five driving forces in the industry (according to M. Porter). Porters model of five forces are not only the most widely used, but also quite easy to use. The article proposes an algorithm which includes four successive steps, and the results of expert assessments to test the Porters model, to analyze the competitiveness of the Kemerovo meat-packing plant and the development of recommendations for its improvement. All the results of the expert survey are presented in Tables templates.
Keywords
Marketing,
competitiveness,
industry's competitive position,
the Porters model,
expert assessments,
the food industry
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