Assessment of the enterprises competitive advantages on the basis of financial and economic activity indicators

Abstract

Object of the research is the level of competitiveness, competitive behavior and efficiency of making logistic decisions at PJSC «AVK» as key representative of national confectionery market. One of the most problematic aspects is the absence of mechanism of support of sustainable competitive status of domestic enterprises in conditions of crisis that requires daily and permanent monitoring and strategic assessment of the state of ensuring competitiveness and existing advantages, analyses of the key factors of leading competitors functioning at current confectionery market. The objective of this investigation is theoretical overview of the concepts of competitiveness and competitive behavior, analysis of competition in the domestic confectionery market in Ukraine in conditions of accelerating globalization and maintaining negative trends in the world economy, as well as identifying prospects for logistics in further development of domestic enterprises in conditions of crisis. In order to achieve this goal, the authors applied such research methods as: analysis and synthesis, comparison, method of classification and generalization, due to which the final conclusions are made. Also, economic and statistical methods are used in this paper, namely: horizontal analysis and index method for the determination of competition intensity in the market, traditional methods of statistical information processing, SWOT-analysis, methods of economic analyses, method of five forces of competition by M. Porter, method «Square of potential» to assess the effectiveness of making logistics decisions in the nearest future. The priority meaning of recommendations, proposed in the paper, is to form a set of organizational, managerial, financial, economic and logistical measures to increase the competitiveness of PJSC «AVK», which is implemented by means of management of key competitive advantages at tactical and strategic levels, and will have a positive impact on future results of production and economic activity of the enterprise and its financial indicators while maintaining negative trends in world and domestic economy. The authors proposed the set of organizational and economic measures based on systematization of sectoral peculiarities of financial and economic activities that will ensure stable competitive advantage of PJSC «AVK» and provides, first of all, introduction of new types of bar chocolate, and its further implementation will increase net income of the enterprise, performance, and accordingly – will allow to predict potential competitive advantages and improve the level of competitiveness of the enterprise as a whole in the domestic confectionery market.