Economical science /10. Enterprise economics
Candidate
of economical science Gorelova N. S.
Kostanay economical engineering
university named after M.Dulatov
Analysis of competitive position
The analysis of enterprise competitive positions in
the market assumes to exam its strengths and weaknesses, as well as those factors that
impact on the ratio of buyers to the company and, as a result, changes in sales
share in a particular product market.
To measure competitive ability of Kostanay branch LLT«Paradiz» t is necessary to make a comparative analysis
of competitive ability factors . Assessment of LLP «Paradise» company and
its competitors opportunities will conduct the following main factors:
- price (large bottle volume 18,9 l.);
- quality of feed water;
- product differentiation;
- maintenance services (water
delivery, guarantee and servicing of drinking devises ).
Factors that were mentioned above we will estimate on
a ten-ball scale and indicators are
represented in table 1.
Consumer
and producer price per large bottle of water (18,9 l.)
presented in figure 1. The highest price quotation observed in LLP «Kometa»:
the consumer price of the one large bottle of «Calipso» water volume 18.9 liters is 700 tenge, the consumer
price for schools and kindergartens -
550 tenge. LLP «Golden Rill Group offers water «Crystal» 500 tenge per bottle (consumer
price) and 450 tenge (producer price).
The price of water «Tassay» of LLP «UNIX» 500 tenge.
Figure
1 Price quotation for a large bottle of water, tenge
Price quote of LLP «Odak» is 400 tenge for large water «Umai».
Table 1
Comparative analysis of competitive ability factor of LLP
«Paradz» company and its
major competitors
Ïîêàçàòåëè |
LLP «Khustalnaya» water |
LLP
«Kometa» «Calipso» water |
LLP«Unix» «Tassay» water |
LLp
«Odak» «Umai» water |
1. Price |
8 |
10 |
8 |
7 |
2. Quality
of feed water |
6 |
9 |
8 |
6 |
3. Product
differentiation |
9 |
6 |
7 |
4 |
4. Maintenance
service |
8 |
7 |
5 |
4 |
Competitive ability polygon is the most
convenient way comparative evaluation. The method is good that is quite clear
and gives the chance to compare the enterprises or goods, services. It
represents display in the drawing provisions of the compared
elements for each indicator. Polygon competitive ability is based on characteristics
that are represented as vectors pointing in different directions from one point
[1]. If come equally to capability assessment of some firms’ competitive
opportunities, putting schemes at each other, it is possible to highlight strengths
and weaknesses of one enterprise in relation to another. In the research
performance of comparative analysis on basis of such factors as price, quality of feed water, product differentiation,
maintenance service we can build competitive ability polygon of Kostanay branch
of LLP «Paradiz» company (figure 2).
As can be seen from figure 2 Kostanay branch of LLP «Paradiz» company.
Company has sufficient competitive advantage over competitors in the field of
maintenance service. This is due to the fact that the company has a daily
working call centre and sanitizes the equipment and the warranty service
dispensers and pumps.
Also LLP is a
leader in the degree of product differentiation. There are water with various
mineral complexes in assortment:
Figure2 Competitive ability polygon
-
Drinking table water «crystal» with selenium;
-
Drinking
table water «crystal» with calcium,
magnesium, potassium;
-
Drinking table water «crystal» iodized;
-
Drinking table water «crystal» with fluoride
ion
There is «Khystalnaya»water
with iodine and fluorine for children in assortment Kostanay branch of LLP «Paradiz».
When compare the price quote can be notices
that the company’s price are at the intermediate level. Consumer price of one
large bottle water «cristal» for 200 tenge , or 29%
lower than water «Calipso», but higher that «Umai»
- 100 tenge, or 20 %.
Government coming
in contact with the branch of LLP «Paradiz» company in Kostanay as well as
with other organizations, monitor their activity on the observance of regulations. Health and safety regulations,
the fire worthiness regulation controlled. Cooperating with government the organization makes tax
contributions to the state budget. The main payments on taxes makes income tax,
a social expenditure and pension contributions (table 2).
Table 2
Tax payments of Paradiz Company LLP branch in
the city of Kostanay, tenge
Kind of tax |
2010
year |
2011
year |
2012
year |
|||
tenge |
% |
tenge |
% |
tege |
% |
|
Income duty |
17613 |
23,0 |
121027 |
22 |
194486 |
24,9 |
Social
expenditure |
15666 |
20,4 |
132714 |
24,2 |
182553 |
23,3 |
Pension contributions |
43517 |
56,6 |
294676 |
53,8 |
405718 |
51,8 |
The whole |
76796 |
100 |
548417 |
100 |
782757 |
100 |
For analyzed period the payment increased in all kind of taxes, it tells
about sales volume, working staff growth, and the growth of the organization in
general. The main volume of allocations constitute
pension contributions, they make up more than half of all deductions in all
three investigated period [2-3].
References:
1. Brass A.A.
Management: Science and practice of constructive management: textbook/A.A.
Brass. – Mn.:Sovrem.shk., 2006. – 192 P.
2. Theory of system management: Textbook/edited amended by P.V.
Zhuravlev, R.S.Segedova, V.G. Yanchevskogo.-M: Publishing house «Examination»,
2002.- 512 P.
3. Lafta J.. K. Management. The textbook. -M:
unincorporated business Grigoryan A.F., 2002.- 264 P.