Assistant professor M.B. Turabaeva

Graduate student Urazbekova Ainur

Karaganda State Industrial University

WAYS OF RAISING COMPETETIVENESS OF AN ORGANISATION

Key words: market, economic analysis, competitiveness, organization, demand, supply, marketing.

At its current the stage of development competetiveness is vital trait of economics of a country. It is almost imossible to be successful in interpreneurship without planning its development stages, without accumulating and analysing data about perspectives and opportunities on regular basis, without analysing the objective markets taking into account the rivals.

Competitiveness of an enterprise is a property possessing a degree of real and potential satisfaction of a certain need in comparison with similar objects represented in this market [2]. The presence of high competitiveness within the interprise implies its the ability to meet the needs of consumers with a high level of quality.

The competitiveness of the enterprise is affected not only by the quality and price parameters, but also by the effectiveness of management, availability of material, labor and financial resources, market share, innovation potential, motivation and qualification of the workforce. Despite the factors cited above, marketing is the most important factor that influences the level of competitiveness of an enterprise.

The main task of marketing is to identify the most important needs of consumers, take into account their preferences, develop and implement effective strategies of the enterprise to increase competitiveness. The presence of competition is an important condition for the formation of competitiveness of goods and the enterprise as a whole.

Competitiveness of products - the ability to be attractive to consumers, meet the demands of a competitive market compared to other similar products. It is determined by the prices set by the sellers for the products and the quality of the products. Also, competitiveness is influenced by: the popularity of a product, advertising, the image of the company, the place of the company on the market of this product.

Thus, the competitiveness of products means a set of properties that distinguish it from analogues.

Also, this concept is a system of consumer, economic and technical indicators: the technical level of the product, functional, social and other useful properties. Most authors use terms such as quality, usefulness, attractiveness, price-quality ratio, exposure to competition, etc., in their definitions of competitiveness. It seems to us that competitiveness is a systematic indicator of the product, a consequence of the work of all elements of marketing, which provides a winning position in the market.

Competitiveness of the enterprise is a complex concept that is conditioned by the system and quality of management, the quality of the products produced, the breadth and depth of its range, demanded by the society or its individual members, stable financial condition, the ability to develop its innovative potential, rational use of resources, work with personnel, image firm.

On the basis of a comparative analysis of different approaches to the study of the competitive advantages of the enterprise, it is necessary to systematize them according to the following characteristics: the attitude to the system itself; the area where the advantage arises; the content of the advantage factor; time of realization of the advantage; place of realization of the advantages; the form of the final result [1].

If the organization has a competitive advantage, then its in turn is divided into factors: internal (almost entirely determined by the management of the organization) and external (the appearance of these factors already depends on the organization to a small extent).

From the whole variety of essential features of the enterprise's competitiveness, the following characteristic properties for this phenomenon can be noted: (1) the environmental and social environment affect the competitive advantages of the enterprise; (2) the competitiveness of the enterprise shows the level of development of this firm relative to its competitors in terms of the degree of satisfaction of the demand for products and the efficiency of production activities; (3) the competitiveness of the enterprise enhances its attractiveness to investors; (4) competitiveness is the ability of one facility to outperform its competitor by all criteria; (5) the competitiveness of an enterprise is the ability of an enterprise to stand on the market with similar competitors' products; (6) the competitiveness of products and enterprises - closely related categories; (7) the firm's competitiveness characterizes the values and effectiveness of the application of all its resources.

Since the competitiveness of products plays a huge role in ensuring the financial stability of the firm, it must be properly managed. Increasing competitiveness is an urgent problem in our time, the solution of this problem is connected with the improvement of the development, manufacture, sale and maintenance of products. Thanks to these efforts, the following results can be achieved: lower production costs; improvement of product quality; promotion of advertising campaigns; increase the economy and efficiency of after-sales service.

Competitiveness consists of different elements, which represent an independent object of management. A competitive enterprise has a strategic approach to managing competitiveness.

American economist Michael Porter in the theory of competitive advantage considers two main sources of benefits: marketing and costs. Cost advantages are competitiveness arising from lower production and marketing costs compared to competitors. Advantages in marketing are the competitiveness of goods and services that satisfy customers more than competitors' products. An enterprise that achieves success in marketing is mainly consumer-oriented, than an enterprise that seeks cost advantages, however, it too can not ignore consumers, otherwise its advantage will be fragile. The advantage of marketing on the market is that some properties of the firm's products are more preferable than competitors' firms.

There is a certain system to ensure the competitiveness of the enterprise. Ensuring competitiveness as a process is the implementation of interrelated scientific approaches, methods, principles, tools and activities that are developed for all management criteria and stages of the life cycle of managed facilities and aimed at ensuring the competitiveness of products. The system of ensuring competitiveness as a structure is a system that consists of the external environment of the enterprise and its internal structure. External competitive advantages reflect the value to the consumer. Internal competitive advantages cover those indicators that characterize the preference of the enterprise in the price aspects of competition.[2]

When comparing the effectiveness of advertising activities of a particular firm with a competitor, the following characteristics can be used.

1. Goods: product brand, variety of goods assortment, package quality, indicative level of product quality, pre-sales stage, after-sales service stage, market share, rate of change in sales volume.

2. Price: price level, flexibility of pricing policy, pricing for new products.

3. The level of advertising activity of the enterprise can be assessed by the following definitions: the marketing budget, the types of advertising used by the media, the level and method of sales promotion, the use of individual sales, the availability of special units, for communication with the public.

In order to increase the competitiveness of the enterprise, it is necessary to conduct the following event:

- ensuring the competitiveness of the products in the target market sections;

- Increase the productivity of the enterprise and its units to a high level in the industry. With this indicator, the possibility of successful operation of the enterprise in the future opens up;

- constant use of new technologies;

- manufacture of a product of this quality that meets domestic and international standards;

- manufacturing products only from high-quality raw materials and materials;

- Carrying out of trainings and improvement of professional skill of the staff;

- systematic economic analysis to identify strengths and weaknesses compared to competitors.[3]

Thus, the increase in the competitiveness of the enterprise is achieved through the orientation of the enterprise to the consumer sphere, improving the quality of products, the constant orientation to the emergence of new technologies and raw materials, the effective sale of goods and services. Thanks to this, the enterprise's competitiveness index, its ability to make maximum use of its labor, scientific, technical, production and financial potential is increased.

Annotation: The article raises issues of competitiveness capability of organizations. Author looks into the main aspects of competitiveness and ways of reinforcing and raising it in the contemporary development stage of economics.

Reference

• 1. Volynski G About competitive advantages in the context of globalization / G.O. Volynski // Economics of Ukraine. – 2010. – №12. – p. 68–72.
• 2. NaumenkoТ.S. Economic Analysis: Textbook / Т.S. Naumenko, N.А. Chumakova. – Krasnodar, 2012.

3. Savich Е.О. Ways of raising competetiveness of an organisation [E-source]. – Access at : https://e-koncept.ru/2016/86477.htm (date of the application: 16.05.2017).