Analysis of methods for determining the level of competitiveness of the products of the enterprise

The article examines the main content of the concept of «product competitiveness» and determines that it is a set of quality and cost characteristics of the product that ensures the satisfaction of the buyer's specific needs. A competitive product is a product whose set of consumer and value characteristics determines its success on the market, that is, the ability of a given product to be exchanged for money in conditions of a wide supply for the exchange of other competing substitute goods. It has been established that assessing the competitiveness of enterprises is a complex multifactorial task, which boils down to the identification of numerical indicators of competitiveness and their integration. Therefore, most methods of assessing the competitiveness of enterprises are based on the application of various coefficients for the analysis of production activity, financial position, efficiency of investments, etc. An analysis of several methods for determining the competitiveness of the company's products has been carried out. Therefore, when assessing competitiveness, not only a set of indicators related mainly to the sphere of production and operation of the product are taken into account, but also other criteria (a set of conditions for its implementation, the possibility of deliveries, service, disposal, etc.), which are more important for consumers of a particular product market. The main stages of application of the methodology for assessing the international competitiveness of new products of enterprises whose products are planned for export have been formed. Yes, the competitiveness of new products should be measured quantitatively, which will allow to manage its level. This requires information that characterizes the beneficial effect of these products and competitor products for their standard service life and total costs during the life cycle of the objects. The useful effect of the product, which shows the yield of the product, is characterized by means of an integral indicator calculated on the basis of separate objective indicators of product quality that satisfy a specific need.