Analytical assessment of the interaction between components of the marketing complex of enterprise competitiveness

Abstract

The study aimed to develop theoretical and methodological foundations for analytical assessment of the comprehensive competitiveness of enterprises and the interaction of their marketing components, which should facilitate informed decision-making in competitive markets. The author’s vision of competitiveness was presented from the perspective of a marketing approach to the formation of competitive results, functionality and potential of enterprises in key competitive markets, based on the recognition of the subject of competition as the target benchmark for rivalry between competitors. The objects of analysis were selected sectoral and status components of the complex: realised, functional and potential competitiveness in the commodity, labour and investment markets. A methodological toolkit for the analytical assessment of the marketing complex of enterprise competitiveness is proposed, which includes: a matrix analysis method with a sequential increase in competitiveness assessment indicators; analysis of the dynamics of indicators with the determination of its direction and nature of changes (accelerated, slowed down, predicted); analysis of configurations of differentiated values using static and dynamic indicators. The hypothesis regarding the need to achieve a balance of competitiveness levels in sectoral markets is substantiated, which should ensure the growing dynamics of enterprise profits through the means of marketing functional influence on marketing results and potential. An applied test of the developed analytical tool for assessing comprehensive competitiveness was conducted. The economic feasibility of balancing the components of the competitiveness complex of enterprises was confirmed by calculations – the coefficient of determination between the profit dynamics of the studied enterprises producing dry building mixtures and the level of balancing the realised sectoral competitiveness was 0.587, which corresponds to a high level of their correlation dependence. The practical value of the study is determined by the development of methodological tools for analysis of the competitiveness complex in the context of balancing its components, with which analytical services of enterprises can provide necessary information to justify the tasks of competitive development.