Improving of the integral evaluation methods of retail trade enterprises competitiveness

The aim of the article. The aim of the study is to improve the approaches and the author's methodology for integrated assessment of retailers competitiveness.The results of the analysis. The main criteria for integrated evaluation of the competitiveness of retail trade enterprises are marketing, social, material and technical, logistical, financial, investment, innovation, intellectual and human components of competitiveness. Methodical sequence of assessing competitiveness offered through passing the following steps: 1) building of hierarchy for evaluation; 2)identification of the criteria importance level; 3) identifying of the set of local vectors for individual evaluation; 4) comparative assessment of competing companies; 5) hierarchical synthesis of alternatives to ensure competitiveness. According to the results of the first two steps, the third and fourth step carry out calculation of integral indicator and set a generalized assessment of the competitiveness of trade enterprises. The author analyzed competitive advantages and main evaluation criteria that define ranking position of retailers in Vinohradivskii region.Value of integral indicator, which is close to a larger number, characterizes the growth ranking position and the competitive status of trade enterprises in competitive environment. The purpose of the ranking in terms of competitiveness local vector is to highlight the efficiency of the commercial enterprises, implementation of their mission and strategic goals for accessing to target market segments, products, technologies, resources, investment and innovation, etc. As a result of evaluation becomes clear what opportunities available to the company and whether sufficient volume ofcompetitive potential has accumulated. In addition, if the company declares various forms of strategic positioning (price advantage, specialization, diversification, growth of target market segment), we can conclude about the directions of strategic and tactical mismatch prerequisites and prospects for securing competitiveness.Conclusions and directions of further researches. Thus, the application of the proposed methodological approach allows evaluating of the condition and dynamics of competitiveness entity retailers and to reveal functional advantages and weaknesses. Definition of ranking position of retail trade enterprises by local vectors makes it possible not only to identify the factors of creating the competitive advantages, but also to evaluate management competitiveness in general. Prospect for further development is formation of effective financial and economic mechanisms to strengthen the competitiveness of trade.