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Assessment of Competitiveness as a Factor of Enterprise Development

机译：作为企业发展因素的竞争力评估

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摘要

In the market economy conditions, competitiveness provides efficiency of enterprise activity both within a specific market segment and current time period, and also for prospects of its existence. This criterion holistically reflects the ability of the enterprise to meet the needs of customers, effectively using available resources, it shows the conformity of products to market requirements, its qualitative and quantitative characteristics. Based on analyst estimates, the ice-cream industry in Russia will continue to grow in the medium term, and prospects of the industry will depend on the effectiveness of manufacturers marketing policy. This paper assesses the competitiveness of one of the largest entities in the regional market of ice-cream producers, as well as the main directions of improving the competitiveness of the enterprise. Basing on the comparative evaluation of competitors engaged in the production and sale of ice-cream in the local market, the competitiveness of the object under consideration is recognized as high. According to the results of the assessment, in order to improve competitiveness, recommendations are given for the development of a promotion program in the market: to strengthen the marketing component of the organization, to improve work with suppliers of raw materials (to improve product quality and reduce production costs), in addition to this, the company needs to pay attention to its financial condition.
机译：在市场经济条件下，竞争力提供了特定细分市场和当前时期内企业活动的效率，也为其存在的前景提供了效率。这一标准从整体上反映了企业满足顾客需求、有效利用现有资源的能力，体现了产品与市场需求的一致性及其定性和定量特征。根据分析人士的估计，俄罗斯的冰淇淋行业在中期内将继续增长，该行业的前景将取决于制造商营销政策的有效性。本文评估了冰淇淋生产商区域市场中最大实体之一的竞争力，以及提高企业竞争力的主要方向。根据对在当地市场从事冰淇淋生产和销售的竞争对手的比较评估，所考虑对象的竞争力被认为是高的。根据评估结果，为了提高竞争力，提出了制定市场推广计划的建议：加强组织的营销部分，改善与原材料供应商的合作（提高产品质量和降低生产成本），此外，这家公司需要注意自己的财务状况。

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