Analysis of product competitiveness The analysis is conducted continuously and systematically.

Non-compliance with contractual obligations is caused by:

changing the size of the batch of products; insufficient number of vehicles; various technological features of cargo processing; refusal of contractors from products due to its non-competitiveness; reduction of production by consumers.

Failure to fulfill contractual obligations causes:

reduction of revenue, profit; increase in penalties; loss of markets for products; reduction of output and decline in production.

Analysis of markets and marketing activities of the enterprise

The purpose of the analysis: a systematic and comprehensive study of the marketing environment by examining the causes of falling sales, deviations from forecasts of non-compliance with contractual obligations, identifying weaknesses of the business entity in marketing activities. The main areas of analysis are:

Analysis of product markets. Price policy analysis. Analysis of the distribution system. Analysis of product competitiveness. Assessment of the market situation of a new product. Analysis of the effectiveness of marketing activities, etc.

The system approach makes it possible to identify emerging problems, formulate recommendations for improving the marketing activities of the enterprise.

Analysis of product markets. Analysis of markets is an important area of ​​analysis on which ultimately depend: sales volume, average price level, sales revenue, the amount of profit, financial condition, etc. It is important to emphasize that knowledge of the market of a product is extremely important for the company, because knowing the whole set of firms operating in this area of ​​exchange, you can identify potential and regional competitors.

The main tasks of the analysis:

assessment of market capacity and its individual segments and determination of the influence of factors influencing their change; study of sales indicators of different categories of products and development of proposals for the formation of markets; identification and research of potential competitors, both at the regional and sectoral levels.

Content of the study:

assessment of the structure of markets; assessment of market capacity and share; analysis of sales dynamics in relation to consumer enterprises.

The assessment of the structure of sales markets is studied in terms of sales volumes within Ukraine and abroad. In the second stage, it is necessary to study the market capacity and indicators of the structure relative to market share.

The capacity of the commodity market is one of the main objects of research, as this indicator reflects the fundamentally possible volume of sales of goods by the business entity. Market capacity is determined by the volume (in physical units or value terms) of goods sold on it during the year.

Market capacity can be determined by the following formula: V = B + C + I – E

where V is the market capacity; B – production of goods; C – inventory balances; And – import of goods; E – export of goods.

Another important indicator that needs to be determined and forecast is the share of market share, which is calculated as the ratio of sales of a particular https://123helpme.me/narrative-essay-topics/ product of a given entity to the total sales of that product by all entities operating in that market. This indicator is key to assessing the competitive position of an entity.

Analysis of the distribution system. The company’s chosen sales channels and distribution network influence all other marketing decisions.

The main tasks of the analysis:

assessment of the dynamics, structure of distribution of goods and sales channels; assessment of market coverage and its unused reserves; development of proposals to improve the distribution network of goods and sales channels.

Research procedure:

assessment of the volume and intensity of wholesale and retail network coverage; assessment of the regional distribution of goods; structure of sales channels and their dynamics; estimates sales volumes through individual channels.

The main directions of increasing sales:

Modernization and improvement of products by bringing products into line with consumer demand; rejection of scarce and too expensive materials. Withdrawal from the production of unprofitable products and products that are not in demand. Reduction of prices for certain types of products taking into account the price level of competitors, the required level of price reduction for certain types of products. Search for new areas of application and sales. Development of measures for the return of consumers lost in the competition: optimization of sales channels, expansion of the sales network both in Ukraine and abroad. Preparation and organization of production of new products in demand, etc.

Analysis of the distribution system

Tasks of the analysis:

assessment of the dynamics, structure of distribution of goods and sales channels; assessment of market coverage and its unused reserves; development of proposals to improve the distribution network of goods and sales channels.

Research procedure:

assessment and intensification of retail and wholesale coverage; assessment of the regional distribution of goods; structure of sales channels and their dynamics; analysis of sales volumes by individual channels.

The main reasons for the deterioration of sales channels:

deterioration of the general economic situation; errors of management of business entities that focus on production without taking into account market demand; formation of a regional sales network not on the basis of careful calculations of specific demand, but on the basis of personal capabilities (contacts) of sales staff; overall reduction in the number of sales staff and restrictions on its activities.

Analysis of product competitiveness

The analysis is performed continuously and systematically.

The main tasks of the analysis:

assessment of product competitiveness; study of factors influencing its level; development of a system of measures to ensure the required level of product competitiveness.

Competitiveness assessment is based on a study of customer needs and market requirements.

General scheme of analysis of product competitiveness:

Formulation of product requirements (market analysis; analysis of data on competitors; study of customer requests). Determining the list of parameters to be evaluated (technical parameters; economic parameters; regulatory parameters;). Calculation of individual and group indicators. Comparison of technical, economic, regulatory and other parameters, calculated competitiveness indicators. Development of measures to increase product competitiveness.

It is important to note that the procedure for researching and assessing the market situation of a new product is as follows:

market capacity research; determination of pricing policy; assessment of product competitiveness; evaluation of sales policy.

Conclusion. The general methodology for determining effectiveness can be formalized by the following relationship:

F = E / P,

where F is the efficiency; E – effect (results); P – costs (resources).

It should be borne in mind that, of course, the list of resources of the enterprise, which determine its efficiency, is not exhaustive, ie in specific conditions, the efficiency of the enterprise may be significantly influenced by other factors.

Analysis of markets is an important area of ​​analysis on which ultimately depend: sales volume, average price level, sales revenue, the amount of profit, financial condition, etc. Competitiveness assessment is based on a study of customer needs and market requirements.

List of references

Law of Ukraine “On Foreign Economic Activity” // Bulletin of the Verkhovna Rada of the Ukrainian SSR. – 1991. – № 29. Gavrilishyn B. Directions to the future. – K., 1990. Gerchikova IN Marketing and international commercial law. – M., 1990. Daniels John D., Radeba Lee X. International business: the external environment and business operations: Per. with English – 6th ed. – M., 1994. Lukyanenko DG International Economics. – Kyiv, 2002. Panchenko EM International Management: Textbook. way. – K., 1996. Filipenko AS, Burakovsky IV, Budkin BC International economic relations: Modern international economic relations. – K.

05/05/2011

Foreign trade policy: goals and typical pricing situations. Abstract

Pricing strategy is the direction of the firm’s action on pricing in order to achieve certain goals in a particular market situation during a particular period. The activities of many firms are aimed at increasing profits. This goal is realized in different ways, which determine the strategic goal of pricing

Pricing policy is a set of measures to determine prices, pricing strategy and tactics, payment terms, price variation depending on market position, strategic and tactical goals of the firm.

Pricing strategy is the direction of the firm’s action on pricing in order to achieve certain goals in a particular market situation during a particular period.

The activities of many firms are aimed at increasing profits. This goal is realized in different ways, which determine the strategic goal of pricing.

There are three main groups of pricing goals that a firm can focus on:

Profit-oriented; Sales-oriented; Related to competition – to ensure the stabilization of prices for competing goods, significant fluctuations in which can provoke a negative reaction from consumers. Another goal of this group is to position the product in relation to competitors.

The price is related to the product at the level of an individual product (because it reflects the value of the product for the consumer, which is formed by its characteristics). At the level of the entire product line, this relationship requires the coordination of prices for different goods.

The price is related to the distribution. Thus, the sale of goods through specialty stores, which represent prestigious brands, or in department stores will significantly affect the price level. The length of the sales channel also affects the price and will be greater the longer the distribution channel.

The price is also related to advertising. For example, consumer awareness of a particular brand allows for a penetration strategy that involves setting low prices for a product in order to reach a large segment of price-sensitive consumers.