METHODOLOGICAL BASES FOR EVALUATING THE COMPETITIVENESS OF PRODUCTS OF ENTERPRISES IN THE FLOUR INDUSTRY

Abstract

The article examines approaches to assessing the competitiveness of products of enterprises in the flour milling industry, summarizes and supplements the work of scientists on the components of competitiveness, in the composition of which it is proposed to take into account for the products of enterprises of the flour industry: sustainability, cost-price, efficiency, product quality and its compliance with standards, innovation; social responsibility of the manufacturer; environmental friendliness; availability and completeness of product information; reputation of the manufacturer; fair competition. It has been proven that competitiveness is a multi-component characteristic of products, business entity, region, industry, country, and also depends on factors of time and place, which lead to certain difficulties in its assessment. A review of scientific works on the assessment of competitiveness has been conducted and it is substantiated that in economic science and practice a single approach to measuring the level of competitiveness has not been formed, as well as regarding which method and list of indicators it is appropriate to evaluate the competitiveness of products. For the purpose of scientific systematization, the methods of assessing competitiveness were grouped by the object of assessment (methods of positioning, competitive advantages, competitiveness potential), by the method of presenting results (discrete; tabular; matrix; ranking; graphic), as well as assessment indicators by the number of characteristics: ( individual; group; integral); by the method of calculation (average values; sums; ratio; indices; expert evaluations; point evaluation; interval evaluation; ranking), as well as by the criteria of product competitiveness. In order to carry out a comprehensive assessment of the competitiveness of products of flour milling enterprises, a system of indicators is proposed based on a developed list of criteria (components): sustainability, cost-price, efficiency, quality and compliance with standards, innovativeness; social responsibility of the manufacturer; environmental friendliness; availability and completeness of product information; reputation of the manufacturer; fair competition. The stages of the evaluation of competitiveness are defined, which take into account the variety of its methods and indicators, and which can be adapted in accordance with the tasks of the research, available information, the type of evaluation by the scope of criteria and (comprehensive, partial, express evaluation).