Polygon Competitiveness

Competitiveness is a concept that characterizes the ability of a subject or object of production to bypass analogues in the prevailing conditions. Information about this indicator gives an objective picture of how demanded the product is. So, there are guidelines for the development of business and an entrepreneur or other entity is always ready for change. The latter is very important, as it allows you to quickly adapt to new realities.

Various methods for assessing competitiveness are used by such entities as the state, investors, producers, consumers. Each of them analyzes in terms of their own benefit in a market economy. For example, an investor is interested in the attractiveness of an enterprise or a region in order to find out whether it is worth investing in them. Equally important is the moment of justification of the already invested capital. In this case, the methods for assessing the competitiveness of an enterprise should take into account the following indicators:

• Price ratio with analogues;
• Product quality characteristics;
• The level of service (before and after the purchase), the effectiveness of advertising technologies used by the manufacturer.

And the polygon of competitiveness can be called the most convenient way of comparative evaluation. The method is good because it is quite understandable and makes it possible to compare enterprises or goods, services. It is a display in the drawing of the position of the compared elements for each indicator.

So, the competitiveness polygon is built on the basis of the following characteristics, which are represented by vectors directed in different directions from one point:

1. The price of the product (service);

2. Definitive concept of goods, services;

3. Level of service at sale (level of qualification of the personnel);

4. After sales service (delivery, assembly, warranty, repair);

5. Market for the sale of products (firm stores, salons, show-rooms, etc.);

6. Finances held by the enterprise;

7. The novelty of the product or the experience of the enterprise;

8. Level of information impact on the consumer (advertising, website).

It should be noted that these are only approximate values for axes, because each product, service, enterprise has its own characteristics, due to different spheres of production. Therefore, the values can vary and vary depending on the objects of study.

After the axes are constructed and their values are determined, it is possible to determine by the scoring system the location of each enterprise, the goods on them. According to this provision for each object a polygon of competitiveness is drawn, that is, points-indicators are connected. Then, after looking at the figures, one can see the advantages and disadvantages of all the evaluated objects. On the basis of the information received, good results should be consolidated and work should be done to eliminate the shortcomings, omissions that appeared in the comparative analysis.

It should be noted that all marketing moves that will be conducted should take into account not only the specific plans of the entrepreneur, but also similar proposals of competitors. For example, the store's discount program should not just be profitable, it should be the best.

The truth is that this simple method (the graphic polygon of competitiveness) has several drawbacks. For example, it is impossible to derive forecasts about the future product or service, and unfair kinds of struggle for the consumer are also not taken into account. Therefore, several methods of research should be used and, after a certain period of time, ordering the professional to analyze the condition and place of the product or production on the market.