home Success stories Features of international competition in the context of globalization. Abstract: International competition and features of its manifestation in modern conditions Competition in the global economy briefly

Features of international competition in the context of globalization. Abstract: International competition and features of its manifestation in modern conditions Competition in the global economy briefly

Marketing research has established that for buyers there are upper and lower limits, within which their perception of the quality of a product is directly dependent on the price: for the buyer there is a completely certain level of prices for goods and services, which he considers acceptable. This level is different for different groups buyers depending on their socio-economic status and market conditions.

Improved technical characteristics of industrial products usually lead to higher prices. This indicator is important factor for products whose use brings increased benefits to the consumer.

In the practice of assessing the price characteristics of both industrial products and consumer goods, it is effective method of statistical analysis using correlation-regression dependencies, linking the price parameter with technical characteristics products.

In general, this relationship can be presented as an equation:

where K 1,..., K n - technical (consumer) characteristics of the product;

B1,..,Bn—exponents;

a 1 ,.... a n— coefficients of the equation;

a 0 b 0 are the free terms of the equation.

The coefficient values of each of the equations used make it possible to quantify the influence of each parameter on market price products.

Correlation-regression dependencies are convenient to use for representative statistical material, which underlies the construction of reliable mathematical dependencies. When purchasing a product, especially technically complex household goods and products for industrial and technical purposes, the buyer pays attention to how much it will cost him to purchase the product and what the total costs of its operation will be (consumption price):

Given the opportunity to choose among competing products, the buyer strives to minimize his total costs, i.e.:

C consumption -> min.

At the same time, there is a very definite relationship between product quality (performance, reliability, energy consumption, maintainability, etc.) and operating costs. As a rule, this dependence is inverse, i.e. a product of a higher technical level and quality, as a rule, is significantly more efficient during its operation. Thus, the commodity producer, providing the consumer with a solution to his problems in the most effective way, has the right to compensate for their efforts with a higher selling price, naturally within certain limits, ensuring the condition C consumption -> min.

But at the same time it is necessary to convince buyers (using various means marketing communications) about the benefits that they will receive when using the products offered. The selling price of a new product can be estimated according to the following relationship:

where: amount is the total cost of operating a new product over its entire service life;

Tspotr.n is the price of consumption of goods offered by a competitor.

As another method of taking into account quality in the price of a product offered, you can use the approach that underlies the determination of the competitiveness of a product:

To maintain an equal level of technical and economic competitiveness, the price of a new product can be determined according to the following relationship:

where C consumption — price of consumption of the basic (reference) product;

Z exp. - costs associated with the operation of a new product over the entire service life of the product.

Conclusion

Global competition is rapidly acquiring the character of competition between civilizations - and the nightmarish meaning of this everyday fact is only just beginning to be realized by humanity. The easiest way to understand it is by analogy with interethnic conflicts, the incitement of which is a crime of particular gravity due to their irrationality: they are difficult to extinguish, since the parties exist in different systems values and therefore cannot agree.

The participants in the competition between civilizations are divided even more deeply than the parties to the interethnic conflict. They not only pursue different goals different methods, but also cannot understand each other’s values, goals and methods. The financial expansion of the West, the ethnic expansion of China and the religious expansion of Islam are not just unfolding on different planes; they do not accept each other as a deeply alien phenomenon, hostile not due to different attitudes to the key issue of each social development- the question of power, - but due to his very way of life. Compromise is possible only in the event of a change in lifestyle, that is, destruction as a civilization.

Such competition is not simply carried out in relation to each of its participants by methods that are extra-systemic for him and therefore are of a painful and destructive nature; it is uncompromising in nature and grows even with apparent equality of forces and the absence of chances for anyone’s significant success.

The most effective and efficient strategy for Russia's integration into the world economy is a combination of structural restructuring of the economy with its focus on active growth of exports and differentiation of its potential. The main means of achieving this goal are a general improvement in the investment climate, attracting investment in relevant industries, creating mechanisms to stimulate exports, and using various instruments of foreign economic regulation in order to create viable export industries.

List of used literature

Demidenko I. A. Assessing the competitiveness of enterprises // Problems and prospects for the development of enterprises. St. Petersburg, 2003.p. 370
Chamberlin E. Theory monopolistic competition. M.: Economics, 2003., p.256
Michael Porter. International competition. - M.: International. relations, 2005., p.896

The scale of competition is due to the widespread increase in the number of participants in foreign trade transactions involved in international exchange under the influence of MRI, international specialization and cooperation in a variety of fields. The internationalization of economic life expands the base of competition. Along with the giant monopolies, medium-sized, small and even the smallest firms are entering the market struggle. The competition between countries with traditionally developed exports is being joined by new ones (mainly from among the “newly industrialized countries”), making decisive attempts to change the situation on the world market in their favor. The active participation of governments in supporting national exporters and shaping foreign trade operations has become the norm.

The use of scientific and technological revolution achievements opens up wide opportunities for updating the product range, for prompt response for change market demand, to meet the growing demands for quality characteristics products. It is no coincidence that today novelty has become one of the key factors of competitiveness. It's about mainly about goods of market novelty, which either satisfy completely new needs and thereby form new markets (“pioneer goods”), or satisfy already known needs at a higher quality level (improved goods), or allow a much wider range of buyers to consume previously goods inaccessible to them (reduced price goods).

An analysis of global exports of industrial products shows that among the goods whose exports are growing at the fastest pace, goods that are rapidly updated under the influence of scientific and technological revolution predominate, namely: integrated circuits, computers, electronic communication equipment, video and sound recording (playback) equipment, textile equipment , pulp and paper equipment, railway rolling stock, household and industrial electrical equipment, aircraft engines, chemical equipment.

According to experts, companies that have successfully mastered the production of fundamentally new products, within 5-10 years after their introduction into production, profit growth rates are twice as high as those of competitors who continued to produce traditional products. The market success of new products, in contrast to traditional ones, can be achieved at relatively high prices, which in this case have less influence on demand than on the consumer properties of the product (quality, novelty, reliability, etc.). This is a convincing argument in support of the concept of the increasing role of non-price forms of competition.

Currently, price competition is largely limited, but it would be a mistake to discount it. World practice provides many examples of large-scale and rapid reduction in the cost of goods (semiconductors, consumer electronic equipment). As a rule, such a “cascading” reduction in prices becomes possible thanks to the use of scientific and technological advances, which ensure a sharp reduction in production costs. But a price reduction is usually a forced, economically disadvantageous event for the producer. For him, it is preferable (i.e. more profitable) to maneuver the consumer properties of the product while keeping prices unchanged. And here again scientific and technological revolution comes to the rescue, with its almost inexhaustible possibilities of influencing the consumer parameters of products.

The importance of price as the center around which consumer preferences have fluctuated for a long time is falling relatively, giving way to such non-price parameters as quality, novelty, progressiveness and reliability of design, compliance international standards, ease of use, design, readiness for consumption, lightness vocational training, efficiency Maintenance and so on. These parameters, forming new system consumer values, form new “epicenters” of competition, in which both individual exporting firms and entire countries acting as exporters participate.

The wider the spectrum consumer requirements and the higher their level, the stricter the requirements for exporters and their competitiveness. After all, a competitive product, as a rule, can only be produced by a competitive company, and such a company requires certain conditions, characterized as the competitiveness of its country.

Competitiveness- this is the real and potential opportunity of firms, in the conditions existing for them, to design, manufacture and sell goods that, in terms of price and non-price characteristics, are more attractive to consumers than the products of their competitors.

To determine the competitiveness of a country, about 340 indicators and more than 100 assessments of expert economists are used. The analysis data is grouped into 10 factors, namely:

1) economic potential and economic growth rates;

2) efficiency of industrial production;

3) the level of development of science and technology, the pace of development of scientific and technical achievements;

4) participation in MRI;

5) dynamism and capacity of the domestic market;

6) flexibility of the financial system;

7) impact government regulation economics;

8) skill level labor resources;

9) provision of labor resources;

10) socio-economic and internal political situation.

Traditionally, the USA, Japan, Germany and Switzerland have high competitiveness. At the same time, experts note not only the powerful general economic basis for the competitiveness of these countries, which is quite fully characterized by the above factors, but also an equally important structural aspect of their competitiveness. We are talking about the degree of adaptation of the economy to the evolution of world demand, the precise choice of national specialization that corresponds to internal capabilities, the ability to avoid intense and senseless competition by switching to the production of new goods or the development of new markets. This understanding of the global structure of world demand, the ability to dynamically respond to it, while simultaneously actively shaping it in the right direction, is the secret of the market success of the world's leading exporters.

Introduction

1. Features of the manifestation of international competition in

modern conditions

1.1. Scale of competition

1.2. The role of scientific and technological revolution in competition

1.3. Price competition

1.4. Factors of competitiveness

2. Competitive advantage

2.1. Theory competitive advantages M. Porter

2.2. Sources of Competitive Advantage

Conclusion

Bibliography

INTRODUCTION

The modern world market is a complex system, constantly changing from the supply and demand of goods and services. These processes are influenced by the emergence of new needs, new technological connections, new organizational forms cooperation, new methods of competition.

On international market Firms compete, not countries. At the present stage, the capabilities of firms are not limited by the borders of their home country.

To understand the nature of competition, the basic unit is the industry, that is, a group of competitors producing goods or services and directly competing with each other.

Purpose test work is to consider the features of the manifestation of international competition in modern conditions. Namely: the scale of competition, the role of scientific and technological progress in competition, price competition and competitiveness factors. These questions are presented in the first part of the test.

Firms must not only respond to changes in the structure of the industry and try to change it themselves in their favor, but also choose a position within the industry. Competitive advantage determines your position in an industry. Based on this, the purpose of the test is also to consider M. Porter’s theory of competitive advantages - the second part of the work.

1. FEATURES OF INTERNATIONAL COMPETITION IN MODERN CONDITIONS

Modern competition, as an integral attribute of the global market and as a form of market processes, is characterized by unprecedented scale, dynamism and severity.

1.1. Scale of competition

Structural changes, due to which production growth occurs, can be external in relation to an individual manufacturing company and internal if they occur within it.

External economies of scale are reductions in unit costs within a firm as a result of increased scale of production in the industry as a whole. It assumes that the number of firms producing the same product increases, while the size of each remains constant. Usually in this case the market remains fairly competitive, which brings the patterns of trade based on this model closer to classical theories international trade, suggesting the presence perfect competition. This means that exporters can sell as many goods as they want at the current price, which they cannot influence.

Internal economies of scale are reductions in unit costs within a firm as a result of an increase in the scale of its production. It assumes that the volume of production of a good has remained the same, but the number of firms producing it has decreased. In most cases this leads to imperfect competition, in which manufacturers can influence the price of their goods and ensure an increase in sales by reducing prices. An extreme case of internal economies of scale is pure monopoly- a market situation in which a company has no competitors for its products.

The scale of competition is due to the widespread increase in the number of participants in foreign trade transactions involved in international exchange under the influence of MRI, international specialization and cooperation in a variety of fields. The internationalization of economic life expands the base of competition. Along with the giant monopolies, medium-sized, small and even the smallest firms are entering the market struggle. The competition between countries with traditionally developed exports is being joined by new ones that are making decisive attempts to change the situation on the world market in their favor. The active participation of governments in supporting national exporters and shaping foreign trade operations has become the norm.

1.2. The role of scientific and technological revolution in competition

The wide spread of competition accelerates the processes inherent in it: there is a rapid renewal of its forms and methods, the search for new competitive products and new markets is intensifying. Scientific and technological revolution gives special dynamism to competition. Wherever there is competition for reducing production costs, improving quality and maximizing profits, scientific and technological revolution acts not only as an effective means of competition, but also as a powerful catalyst. The active and multifaceted impact of scientific and technological revolution on the formation of the conditions of competition and the means of its conduct takes place at all levels of world economic relations. Such a universal presence of scientific and technological revolution is explained by its direct connection with the process of development of productive forces, with the material basis of life in modern society.

The use of scientific and technological advances opens up wide opportunities for updating the product range, for promptly responding to changes in market demand, and for meeting growing requirements for the quality characteristics of products. Today, novelty has become one of the key factors of competitiveness.

An analysis of global exports of industrial products shows that among the goods whose exports are growing at the fastest pace, goods that are rapidly updated under the influence of scientific and technological revolution predominate, namely: integrated circuits, computers, electronic communications equipment, household and industrial electrical equipment, aircraft engines, etc.

Companies that have successfully mastered the production of fundamentally new products, within 5-10 years after their introduction into production, profit growth rates are twice as high as those of competitors who continued to produce traditional products. The market success of new products, in contrast to traditional ones, can be achieved at relatively high prices, which in this case have less influence on demand than the consumer properties of the product. This is a convincing argument in support of the concept of the increasing role of non-price forms of competition.

1.3. Price competition

Today, price competition is largely limited. world practice gives many examples of large-scale and rapid reduction in the cost of goods. Price reductions become possible thanks to the use of scientific and technological advances, which provide a sharp reduction in production costs. But a price reduction is usually a forced, economically disadvantageous event for the producer.

Shifting the emphasis of competition to the area of non-price factors in in a certain sense The emergence of a large number of technically complex products also contributes, which leads to an almost universal transformation of the concept of price as such into a multi-element consumer price, reflecting the entire amount of the buyer’s expenses necessary for the full consumption of goods throughout their entire service life. Elements of the price of consumption that lie outside the price, but have a cost basis, are increasingly becoming objects of competition, which can no longer be directly attributed to price. The importance of price as the center around which consumer preferences have fluctuated for a long time is falling relatively, giving way to such price parameters as quality, novelty, progressiveness and reliability of design, compliance with international standards, ease of use, etc. These parameters, forming a new system of consumer values, form new “epicenters” of competition.

Competitiveness of the national economy (K.N.E).

The global market places very strict demands on the competitiveness of firms. But if a company’s product or service is successfully sold in the foreign market, and sales are growing, then this indicates its international competitiveness.

The increasing importance of the foreign economic sphere, the growth of economic interdependence of countries makes real receipt benefits from global competition. Today, the largest transnational corporations (TNCs) and entire industries (for example, telecommunications, electronics, automotive, aerospace) are developing on the basis global competitive strategy. Briefly, its essence is that the development of a company primarily depends on success not in the domestic, but in the foreign market. The components of this success can be expressed in an increase in the volume of foreign sales, in an increase in the number of foreign structures controlled by the company (branches, subsidiaries), in expanding its own sales networks.

The spread of global strategy is facilitated by rapid development information technologies, equalization of development levels of industrialized countries, liberalization of markets. It should be especially noted that the reduction in cost and improvement of communications and telecommunications based on modern information technologies creates best opportunities to coordinate and manage company structures on a global scale.

The development of MRI creates additional sources of economies of scale for specialized industries. This type of economy is limited today not by the possibilities of further geographic concentration of production, but ultimately by the capacity of the world market. Therefore, one of the main characteristics of scale becomes the market capacity, the quota of control over the world market.

With development scientific and technological progress The optimal and minimum sizes of enterprises in various industries are growing. Therefore, without orientation to the global market, it becomes difficult to optimize the size of a company and organize highly specialized production in knowledge-intensive industries. In these industries, which produce technically complex and quickly obsolete products, it is impossible to promote efficient production only on the basis of the national market. Even such capacious markets as the EU, Japan, and the USA.

Forecasting is the core of any trading system, in this regard, professionally made ones can make you very wealthy.

In electronics, technological innovations provide manufacturers with decisive advantages by reducing costs and delivering new products. Competition in this industry is intense. Costs and product prices are determined by huge R&D expenditures.

In this regard, the scale of the market is very significant: when output doubles, unit costs are reduced by approximately 25 - 30%. Economies of scale in electronics can be realized primarily through global distribution of products. Almost all firms in this industry are both exporters and have branches in other countries.

An extreme example of a global industry is the aircraft industry. Due to very high entry barriers and huge R&D costs, the industry can only be profitable if products are distributed globally.

Thus, international (global) competition is objectively determined by the process of development of the international division of labor and other factors of production in the condition of scientific and technological progress.

The forms of global competition are varied and determined by rapid changes in production, science and technology.

There is inter-industry and intra-industry international competition. However, this division is conditional, since today there is a deep differentiation of industries, especially knowledge-intensive ones, and this complicates the analysis of forms of competition.

Special forms of competition arise in connection with the development of MCP. In the field of international competition today, it is not customary to use dynamite on a competitor. The creation of strategic alliances with competitors in the form of agreements and joint ventures can be considered as special forms of competition. In addition, international mergers and acquisitions should be considered forms of international competition. Although they are not always friendly.

Centers of international competition are geographically concentrated in regions where the largest number of modern enterprises and the main export-import commodity flows are concentrated.

Today there are 3 centers of international competition: the USA, Japan, Western Europe.

Recently, an opinion has emerged that the 4th center of international competition is rapidly emerging – China.

To assess the development of international competition, it is necessary to define the concept of competitiveness. Criteria, characteristics, factors of competitiveness at the level of the company and the sector of the economy as a whole have their own specifics.

The competitiveness of a company is the ability long time work with profit, penetrating under the influence of internal and external factors.

It is much more difficult to define the concept competitiveness national economy (K.N.E.). The difficulty is that in conditions market economy the state is not endowed with the function of managing competitiveness even in relation to industries (not to mention firms). The state does not manage competitiveness, but influences it through various measures (legislative, fiscal, monetary). Therefore, the concept of K.N.E. very complex, including economic, scientific and technical, organizational capabilities and abilities of national firms to successfully compete with foreign goods and services. But besides these obvious factors, K.N.E. influences the entire system of state and political structure of the country, the ability of the state to ensure sustainable economic growth, high qualifications of the workforce, in other words, to have a competitive society.

Assessment of K.N.E. in the West, many scientific research organizations are carried out, both regional (Euro The concept of K.N.E. is defined by them as the real and potential ability of firms, in the conditions existing for them, to design, manufacture and sell goods that, in terms of price and non-price characteristics, are more attractive to consumers, than competitors' products. To determine KNE, more than 300 indicators and more than 100 assessments of international experts are used. Analysis data is usually grouped into 10 factors:

1. economic potential of the country and economic growth rates;

2. efficiency of industrial production;

3. the level of development of science and technology, the pace of development of scientific and technical achievements;

4. participation in the international division of labor;

5. dynamism and capacity of the domestic market;

6. flexibility of the financial system;

7. the impact of government regulation of the economy;

8. level of qualification of labor resources;

9. provision of labor resources;

10. socio-economic and internal political situation.

Ministry of Education and science R Russian F federation

Bryansk State Technical University

Essay by discipline " World economy »

on the topic :

« International competition and features of its manifestation in modern conditions »

Completed by: student

group 09-PIE Parfenova D.S.

Checked by: Ph.D., Associate Professor. Demidenko I.A.

Currently, more and more countries are trying to enter the world market with their own national products and are trying to successfully compete in it. Every year the number of countries trading on the World Market increases, and therefore international competition increases. The problem of international competition has become very relevant these days. Today, governments and industrial circles of any country are concerned about the problem of competitiveness.

Competition and competitive struggle are the main content of functioning economic system based on market mechanisms, key categories V general scheme categories of market economy.

Competition is defined as a situation in which anyone wishing to buy or sell something can choose between different suppliers or buyers. Another interpretation of the term “competition” proposes to understand competition as “the process during which firms compete with each other for consumers of their products.”

In commodity production, as a rule, the connection between production and consumption is carried out by the market, which, through the mechanism of supply and demand, ensures the implementation of this connection. In a categorical sense, the market is the spatio-temporal basis for the implementation of relations of commodity production and the activities of independent subjects of economic relations. As a form of organization of reproduction, the market represents the formation and movement of reproductive connections and proportions, self-regulating on the basis of the laws of a market economy in the economic management system within the infrastructure of the market, its institutions serving the movement of labor resources, the circulation of investment resources, valuable papers, commodity funds. In more in the narrow sense The market is a form and method of exchange of conditions and results of production, which are alienated (appropriated) through purchase and sale by sellers and buyers, through the mechanism of demand, supply and market prices.

The relations of supply and demand, on the one hand, and the relations expressed by the law of value, on the other, are in close interaction with each other in the pricing process. The law of value regulates social labor costs, determines the general level of prices, reflects the main tendency of their movement, and acts as a necessity for the sum of prices of goods to correspond to the sum of values.

The impact of the law of supply and demand on the law of value is expressed in the following: labor costs, in order to be acceptable for exchange on the market, must correspond to certain values. At the same time, the law of value through prices influences the formation of product supply. At the same time, this law influences the formation of demand; firstly, cash income, which ensures the solvency of consumers, is always derived from the cost of goods; secondly, the formation of the magnitude and structure of demand depends not only on the degree of urgency of the need, but also on monetary income, as well as on the price level of goods.

The law of value regulates the relations between commodity producers, and the law of supply and demand regulates the relations of production and consumption, relations regarding social use value and price between commodity producers, on the one hand, and buyers, on the other.

In order to determine economic content The concept of “competition” often distinguishes three approaches to its understanding: behavioral, structural, functional.

In a historical excursion behavioral approach became the first approach to defining competition. In particular, A. Smith identified competition with “fair competition between sellers for more profitable terms sales of their goods." Neoclassical theory, adhering to the behavioral approach, defines the content of competition as a struggle for rare economic goods. Yes, according to American economist P. Heine, “competition is the desire to satisfy the criteria for access to rare goods as best as possible.”

According to structural approach, the content of competition is determined by the type of market and the conditions that prevail in it. “Competition is the presence in the market of a large number of independent buyers and sellers, the opportunity for buyers and sellers to freely enter and leave the market.”

Functional the approach shifts the consideration of the economic essence of competition towards the study of its role in economic development.

The events of recent decades have especially clearly highlighted the fundamental role of competition in the development of productive forces, its universal impact on the national economy and world economic processes.

IN modern world key concept is competitiveness. However, modern economic science does not provide either a single generally accepted interpretation of the content of the category “competitiveness” or a single generally accepted approach to the methods of its assessment and formation.

In general, competitiveness is usually understood as the ability to compete in markets for goods and services. The Organization for Economic Co-operation and Development (OECD) defines competitiveness as the ability of companies, industries, regions and nations to provide comparatively high level income and wages while remaining open to international competition.

It should be noted that modern intranational competition is inextricably linked with international competition, and modern processes of globalization determine the fact that international competition not only enhances the manifestations of national competition, but often affects the nature of its manifestations.

The term “competitive advantage” is closely related to the concept of “competition”. Competitive advantage from the position of a market entity, these are its assets and various characteristics (for example, for a company - equipment that allows saving costs, trade marks on technically advanced products, ownership rights to raw materials, etc.), giving it advantages over its rivals in competition.

Thus, competition, on the one hand, is the most important condition for the existence and development of the market, and it is competition that forces commodity producers to constantly introduce the most effective methods of production, update the range of products, ensure their sales, create demand, and search for new profitable markets. On the other hand, the forms of manifestation and content of competition are, first of all, determined by the state of the market, its trends and civilization.

Table 1 - Types of markets and nature of competition

Nature of competition	Main settings
Nature of competition	Number of firms producing the product	Price control	Product differentiation	Ease of entry
Perfect competition	Many independent companies			Relatively easy entry
Monopolistic competition	Many companies producing similar goods and services	Impact limited by substitution	Products and services are differentiated for market segments	Relatively easy entry
Oligopoly	Several large firms producing goods and services	There is an influence of the “price leader”	Essential for individual products. Small for standardized	Difficult to enter, often requires large investments
Monopoly	One product and one company	Almost complete control	No	Very difficult

Making the right decisions in the field of creating competitive products becomes impossible for a company without sufficiently complete information about the activities of not only traditional competitors, but also companies that have just appeared in this market segment. When making decisions regarding one's own R&D, an increasingly close link between the results of the study and analysis of scientific and technical information and data on the achievements of competitors is required.

The goal of gaining higher competitive positions by transferring imitation strategies to innovation leadership strategies encourages top management of leading companies to strengthen the coordination of divisions and ensure more complete collection and thorough analysis of information.

The development of the information collection system should be kept under constant control by senior management level managers, especially in fast-growing industries high technology: Only by having maximum information about the actions of competitors can one expand the areas of a company’s competitiveness. In other words, firms very quickly lose their positions, especially those gained in the field of high technology, if they allow even a short-term weakening of attention to the activities of competitors.

The need to assess the development forecast in a given scientific and technical field, along with one’s own technical level and the level of achievements of competitors, leads to the formation of a new R&D philosophy. Thus, the patent office in the R&D department, which was previously only engaged in issuing patent descriptions upon request, is transformed into an active participant in R&D. Routine issues such as patent searches are delegated to support units, and the patent office concentrates its efforts on identifying emerging and growing activities to develop appropriate strategy, becoming a strategic center.

Process management in terms of planning the updating of the product range with competitive new products involves the use advanced comparison base, the main condition for the application of which is to obtain high-quality information to predict development trends of the most important parameters of future demand for the entire duration life cycle products as a carrier of needs.

Data on the technical level and quality as mastered in industrial production products and those at the pre-production stage are information base to determine, using various forecasting methods, promising standards and requirements that should be taken into account when developing an innovation.

Such forecasts are developed based on the most important parameters of identified needs.

Product improvement process its development as a whole represents a consistent change in product models for the same purpose. At the same time, reflecting the objective need to improve product quality, the quality level of each subsequent model is higher than the previous one.

An increase in the technical level of technology can occur both through partial improvements while maintaining the original basic model (the evolutionary nature of development), and during the transition to a fundamentally new design and technological solution.

It should be noted that the efficiency of upgrading the original base model decreases as its lifetime increases. Development of new products based on fundamentally new design and technological solutions usually provides a sharp leap in improving the technical level of products. To ensure scientific and technical superiority, the level of requirements must be such that by the time a promising product is put into production and then for a certain time, the technical level of the manufactured product matches or exceeds the level of competitors' products.

The results of the conducted forecast studies serve as the basis for establishing promising indicators of product quality.

In the context of dynamically increasing product characteristics caused by changing consumer demand, it is necessary to take a new approach to the organization and internal planning of the product renewal process. In solving this problem, an important place belongs to the improvement of the in-house regulatory and technical base, which establishes differentiated terms for the development and operation of corporate standards depending on the level of the requirements laid down in them and ensures that products reach a competitive technical and economic level.

The question of establishing differentiated indicators the technical level of products and the timing of the implementation of standards establishing different levels of forward-looking requirements is extremely relevant. On the one hand, consumer demands for the quality and technical level of products are constantly growing, and on the other, it is necessary to take into account the actual production capabilities of manufacturing enterprises. In these conditions, the establishment of promising differentiated levels of quality and timing of the start of production of products based on ensuring the optimal level of profitability of production will contribute to the rational coordination of the level of requirements for products with the necessary continuity of production, and will be an incentive for the technical re-equipment of enterprises and improvement of products.

To establish the rational technical level of promising products (the scientific and technical level of the standard) and the period of their release (the validity period of the standard), we propose an approach based on assessing the integral costs of achieving high characteristics and the integral result obtained from the implementation of the competitiveness of products.

To take into account the economic inequality of costs and production at different times and the results from the use of technology in the sphere of consumption, we will evaluate the integral effect taking into account the time factor.

The processes of organizing production and producing products of a high technical level (quality) of a certain size require certain costs.

The total amount of costs associated with the production of high-quality products can be determined as the sum of two types of costs:

Costs associated directly with the production of products;

Costs of preparing production for the release of new products.

The amount of costs associated directly with the production of products (the so-called quality costs) includes the costs of raw materials, materials, semi-finished products, components and should take into account the labor intensity of manufacturing the product. Obviously, this value is directly proportional to the amount of products produced

Products with higher consumer properties make it possible to sell them at higher prices, determined by a set of parameters that provide an additional beneficial effect for the consumer (for example, by increasing productivity, reliability, durability, saving on operating costs, etc.).

The profit received by the manufacturer from the sale of any product model will be:

where Di is the income from the sale of the product model.

In turn, income from the implementation of the model:

Di =f(Тi –Ni), where

P is the selling price of the model;

Ni, - sales volume.

The selling price can be determined based on the economic pattern of behavior modern consumer, seeking to minimize (all other things being equal) their costs for the acquisition and subsequent operation of a new product:

C consumption = CI + Zi exp -> min

Ci = C consumption –Zi exp;

where C consumption is the price of consumption of the best competing product;

Ci - price implementation of the i-th models;

3i exp - the amount of operating costs for the consumer over the entire service life of the product being evaluated.

If during the period under review i etc there will be a change P models (upgrades) of the type of equipment under study, then the integral economic effect from the sale of products (Рп) is determined by:

Pn = P1+P2+…+Pn

The higher the technical level of the product, the higher the costs of providing High Quality Ui . On the other hand, a higher scientific and technical level leads to less frequent changes in models and lower costs associated with preparing for the production of each new model. A change in the technical level of product models will also lead to a change in the selling price.

When assessing P values, it is necessary to take into account the dynamics of production volume growth, and, consequently, the use new technology, associated with the gradual nature of filling the sphere of use of products for a given consumer purpose, which are used to replace obsolete (physically and morally) equipment for the same purpose. At the same time, one should strive to ensure such a ratio of production volumes and use of new products so that the need (current and future) for products for a given purpose and for products (works) produced with their help is fully satisfied throughout the entire period under consideration for the development, production and operation of the new product. technology. If the scientific and technical requirements of the technical specifications are reduced, we will get the opposite picture.

Thus, varying the number of models, the value of their technical level, we obtain a number of values P. The maximum value of the integral economic effect will determine the optimal technical level of models (upgradable options) of products (K m K n, K i.) and rational release times (T 1, T 2, T 3 ...) of competitive products.

Subject to the boundary condition Ki > K, the competition is determined necessary costs and an optimal policy for changing product models that are superior in level to the best products of competitors.

With a constraint of the form S< S 0 определяем оптимальный уровень изделий, обеспечивающих лучшие при данных условиях экономические позиции предприятия.

The size of the calculation period i pr (forecasting depth) is determined by the level of prospects of the company’s scientific and technical strategy. However, the greater the depth of forecasting, the less reliable the research results become, and on the contrary, a shorter forecasting period does not allow the formation of a company’s product policy in the medium and long term.

Below is an approach that allows us to estimate the size of the estimated forecast period , determining the optimal boundaries of evolutionary improvement of a given generation of products. This approach is based on studying the pattern of behavior of the integral quality indicator.

The indicator of integral product quality is a function of technical and economic indicators. In turn, each of these indicators is a function of time. It is natural to assume that, under the influence of scientific and technological progress, the technical level of products will increase over time. In this case, the growth of the technical level can be described by a logistic curve, asymptotically approaching a certain limit, explained by the fact that the design of the product contains only a certain margin for improvement. The possibility of increasing the technical level of a number of products by improving them on the basis of traditional design and technological solutions is limited. In the future, it seems more expedient to improve the technical level of products on the basis of fundamentally new design and technological solutions, which, as a rule, give a sharp increase in productivity and other indicators of the technical level.

The nature of changes in indicator 3, which determines the costs of creating and operating products, is subject to the influence of two opposing trends:

On the one hand, achieving scientific and technological progress, increasing labor productivity, reducing costs for consumers using higher quality products affect the reduction of cost components;

On the other hand, achieving higher values of technical indicators (productivity, reliability, etc.), increasing costs for product quality lead to an increase in the total cost indicator.

In this case, an improvement in consumer properties is associated with an increase in costs. In this case, the process of product improvement can occur as follows. At first, the increase in consumer properties of products goes faster than the increase in costs. The integral indicator of product quality increases, i.e. the increase in costs for the creation and operation of new products is compensated by the rapid increase in their productivity, reliability and durability, savings in fuel, electricity, materials, improvement in the ergonomic, aesthetic and other consumer properties of products. Further, when the stock of perfection of design and technological solutions embodied in products begins to be exhausted, the upward development of the integral quality indicator stops, reaches a maximum (with equal growth rates of the beneficial effect and the costs of achieving it) and then begins to fall. The latter is associated with the excess of the growth rate of costs over the increase in the use value of products.

The nature of the increase in the integral quality indicator allows us to evaluate the optimal time and technical boundaries for improving products based on traditional design and technological solutions (the evolutionary nature of development). From the point of view of consumer interests, when improving the quality of a product, it is necessary that the increment in the beneficial effect from its use ( technical indicators quality) exceeded the increase in costs. Ensuring rapid growth of the technical level of products compared to costs will be a condition for the technical and economic efficiency of measures to create (modernize) new products.

When the extreme value of the technical and economic level indicator (integral quality indicator) is reached, it is inappropriate to continue the evolutionary nature of product improvement. It is necessary to begin the development and production of products on a fundamentally new basis, ensuring a significant increase in their technical level.

In the absence of a clear extremum, the boundaries of expedient product improvement (evolutionary) can be assessed based on the condition of achieving the rate of change in the integral quality indicator of a certain value:

The result of such research is manifested in determining the rational limits for improving product quality, determining the optimal duration of the evolutionary cycle of product improvement, the optimal timing for the development and launch of new highly efficient and competitive product samples.

In the effective organization of the process of developing competitive new products, the role of intra-company planning, coming from a clearly formulated scientific and technical order for the future, determined by marketing and technical and economic research.

In modern conditions of globalization, the national economy of any state cannot develop independently of the world economy. Further progress along the path of market transformations presupposes Russia's widespread involvement in the world economy. It is obvious that in these conditions it is necessary to master new models of economic policy, as well as expand the mechanisms and forms of cooperation between Russia and foreign countries. On the one hand, the further intensification of the aspirations of various entities of the world economy (companies, financial institutions, entrepreneurs, etc.) to the markets of other states makes the problem of finding ways and strategies to increase the competitiveness of the national economy, the question of the possibilities and methods of its formation with the openness of the domestic market very relevant and requires special attention.

On the other hand, although the relatively new concept of “country competitiveness” is increasingly used, there is still no clear management strategy for its formation and improvement.

Based on this, it is necessary to dwell on the general theoretical foundations of the concept of increasing the country's competitiveness.

Term "country's competitiveness" often used nowadays, has several interpretations. Thus, the competitiveness of countries is proposed to be understood as the ability of national producers to sell their goods, the ability to increase or at least retain market shares sufficient to expand and improve production, to increase living standards, to maintain a strong and effective state.

At a summit in Brussels in March 2005, European leaders, discussing the problem of increasing the competitiveness of the European Union, decided that instead of a significant number of previously proposed indicators, common criteria would be employment And the economic growth.

In our opinion, an interesting interpretation of the problems of competitiveness is given by M. Intriligator: “...states are striving to join the club of rich countries and are ready to fight with them for their share in world production.”

M. Porter determines the competitiveness of a country by the place it occupies in the world economic system. Moreover, it is largely associated with success or failure in specific industries. Among the important factors influencing competitiveness are differences in the economy, culture, infrastructure, etc.

According to M. Porter’s theory, an advantage in the international market is provided by: specific factors (for example, skilled labor or infrastructure), demand conditions, the presence or absence in the country of related industries that are competitive in the international market, competition conditions in the domestic market, defining the process of production and management of firms.

Particular emphasis is placed on random events (out of the control of business entities) and government policy (the state, through its policies, can have a positive or negative impact on all components).

Among the factors that ensure a country’s competitiveness are also relative independence from fluctuations in world markets, from the policies of other states, etc.

In our opinion, the content of the term “country competitiveness” in a broad sense is characterized by the economic and political role of the state in the world community. Methodologically, the level of competitiveness of the country should be determined by the degree of possibility of realizing the main goals of the state in the long term, and the main directions for the formation of the country's competitive advantages should correspond with the main objectives of the state; economic, political, social, etc.

It is legal to highlight and define the content And features of the concept "economic competitiveness" countries. The concept of increasing the country's competitiveness in the system of international economic relations should have as its goal the solution of socio-economic problems, the further progressive development of the state (ensuring the well-being of its population and maximizing the budget-forming component) and be developed taking into account external and internal factors that have a significant impact on this process

Quantitatively, the level of economic competitiveness of a country can be determined by its share of the world market (world income), which largely depends on the volume of national exports and domestic consumption (Fig. 1):

The analysis made it possible to identify a number of dominant factors under the influence of which economic competitiveness is formed in the system of modern international economic relations. These include, first of all, the state and dynamics of the resource market, the state and dynamics of the goods market, the state and dynamics of capital markets, the level of competitiveness national companies. Recently, the influence of processes in technology markets has been significantly increasing. Among the factors that shape a country’s competitiveness, experts name others, for example, the devaluation of the national currency - when the national currency falls, the products of a given country can be offered at a higher price. low prices or while maintaining the same prices, which allows for an increase in profits in national currency. There is an opinion that the factor shaping a country’s competitiveness is its availability of resources, most simply natural ones, and cheap labor. Indeed, “a country’s competitiveness can also be achieved on the basis of non-technological advantages, primarily due to the low cost of production factors and due to the relatively low level life of the population. This is the competitiveness of poor countries. Non-technological competitive advantages play an important role in industries with high interchangeability of products and the predominance of low-tech products in exports.”

The role of the low exchange rate of the national currency, the cheapness of material, energy, labor and other resources, as well as the low share of environmental costs in the total volume of production costs and high import duties, in the formation of competitive advantages, and especially long-term ones, is gradually decreasing. Ultimately, such a strategy is not able to provide high social level life of the population of the state.

It is difficult to disagree with M. Porter, who notes that the level of competitiveness of a country is ensured by the level of competitiveness of individual firms in this country and the country achieves success when conditions are favorable for carrying out best strategy firms of any industry or its segment. Many of the country’s features make it easier or, conversely, difficult to implement a particular strategy.

An important role in ensuring that the country receives a stable share of world income in the context of globalization is played by increasing the competitiveness of the real sector of the economy by strengthening the positions of national companies in both domestic and world markets. Numerous studies show that increasing the competitiveness of companies ultimately has a positive effect on the economic growth of the country.

In the future, Russian and foreign manufacturers will have to compete with open markets, and international relationships- expand and deepen through the interaction of economic entities different countries. Therefore, it is important to assess the factors contributing to the formation of competitive advantages of national firms in a market economy and consider the features of their impact in the new conditions.

As we noted above, to ensure competitiveness in modern markets, its subjects are forced to use strategies that provide them with competitive advantages.

In a market economy, ensuring competitive advantages is the basis for the development of a company.

However, depending on the characteristics of a particular market, strategies for creating competitive advantages also differ.

It is important to remember that the achieved competitive advantages that ensure a firm’s strong position in the market are not permanent: they are won and maintained only through constant improvement in all areas of activity, which in turn is a labor-intensive and expensive process.

The possibilities of creating competitive advantages depend on a number of factors. However, in any case, when choosing a competitive strategy, it is important:

a) focus on consumer requests;

b) ensure that the achieved competitive advantages are perceived by consumers.

The latter is required in order to avoid a situation where a company considers itself well-known in the market, does not spend money on advertising, and in fact consumers do not have sufficient information about it and its products.

Competitive advantages can be grouped into two groups: high-ranking advantages and low-ranking advantages.

Benefits of a high rank are associated with the presence of a high reputation of the enterprise, qualified personnel, patents, long-term R&D, developed marketing based on the use of modern technologies, modern management, long-term relationships with customers, etc. The competitive advantages of this group are characterized by a longer period of active use and allow them to achieve higher profitability.

A special place among the advantages of high rank is occupied by innovation. In order for a company to maintain a leading position in the market through the use of innovations, it is necessary to ensure the impossibility (difficulty) of their possible repetition by competitors and significant qualitative superiority. Constantly carried out innovation process allows the company to move on to the implementation of competitive advantages of a higher rank, as well as increase their number and level.

Benefits of Low Rank are associated with the availability of cheap labor, availability of sources of raw materials and are not so sustainable.

We noted above that, considering competitive strategies M. Porter identifies two main ones that provide a company’s competitive advantage:

a) the firm’s ability to develop, produce and sell a product at lower costs than a competitor (low-cost strategy);

b) the ability to provide the buyer with goods with the best set consumer properties than a competitor at reasonable prices (product differentiation strategy).

In market conditions, pricing is a flexible tool for ensuring competitiveness and key factor success of the new product on the market.

Pricing strategies for new products should be considered in conjunction with the measures taken by the enterprise to implement its marketing strategy and compete. The development of strategies and pricing models should be included when conducting marketing and feasibility studies at the stages of product creation and sales, with an emphasis on the pre-production stage of the life cycle.

In addition to the demand factors operating in the market, the company must also take into account the actions of competitors.

The influence of the competition factor on the decision to set the price for a product depends primarily on the structure of the market, i.e. on the number and type of firms operating in the market for goods for a given purpose. The competition factor often puts price setting within a fairly strict framework between upper and lower limits.

Based on your costs and demand A firm that occupies a position close to a monopoly can determine the price. Such companies may include:

Large enterprises that dominate a particular market;

Enterprises that produce goods that are significantly different from competitors.

Firms that, when determining the price of their product, proceed exclusively from competitive conditions, set it at the level prevailing in the market. Distinctive feature such companies is that they

They maintain the price of their product even when the level of costs and demand changes only because its competitors do not change prices, or, on the contrary, follow in pricing policy behind the actions of competitors.

Similar strategies apply to small firms, which in their activities follow recognized market leaders.

Companies working for oligopolistic market(which has a limited number of large companies), as a rule, sell their goods at a single price, since each of them is well aware of the prices of their competitors. A firm that wants to increase its market share and influence future increases in demand for its products must act by means other than price competition.

These funds include all non-price factors increasing the competitiveness of goods:

Improving the quality of goods;

Fast delivery time of goods;

Conducting consultation;

Training of service personnel;

After-sales service, etc.

The cost leadership strategy is aimed at achieving competitive advantages through low costs on some important elements goods or services, and therefore lower costs compared to competitors.

The main goal of a cost leadership strategy is to maintain a cost advantage over competitors and generate more profits. This strategy means that the firm is able to develop, produce and sell similar products more efficiently than its competitors.

Other options are also possible:

The company's products can be sold at lower prices in order to "win" buyers away from competitors;

The firm's products may be sold at current market prices, but the firm has the ability to devote more resources to marketing and sales.

Leading in costs among Russian manufacturers Russian manufacturers computer programs, television equipment, household appliances.

Cost leadership is an aggressive strategy aimed at achieving production efficiency, requiring strict control of all types of costs. In other words this is " internal strategy", or "operational efficiency strategy".

The following market conditions are necessary for its implementation:

Demand for products is highly price elastic and fairly homogeneous;

Price competition prevails;

Differences in product brands are of little significance to the buyer;

The presence of large buyers in the market who can dictate the terms of the transaction, driving down the price;

Industry products are standardized, the buyer can purchase them from different sellers;

The enterprise has access to sources of reducing production costs: relatively cheap raw materials, labor, etc.

The implementation of this strategy is associated with certain risks (dangers), as it is possible;

Increasing the production of one product, ignoring the need to update products;

Appearance technological innovations, which negate the cost advantage;

Obtaining the same advantages by new competitors or followers by imitating products or investing in equipment;

Failure to recognize the need to change products or markets as a result of being overly focused on cost reduction;

Inflationary growth of costs, undermining the company's ability to reduce costs;

Changing consumer preferences, their sensitivity to prices in favor of the quality of goods, services and other characteristics;

The emergence of new, more advanced products.

There are situations in the market when one of the competitors occupies a dominant position. The strategy of using a “quasi-monopoly” position in the market gives good results when there are significant barriers to entry into the market (patents, know-how, high level of costs for R&D and market commercialization, etc.). Typically, this strategy manifests itself in conditions where a company has launched a product on the market that is significantly different from what was previously offered. The company has a certain amount of time to maintain a monopoly position in the market, after which one can expect retaliatory actions from competitors.

This strategy is implemented by gradually developing a market segment and consistently meeting the needs of various consumer groups.

A typical situation in the market is when some buyers are willing to pay more than the normal market price for a product, because at that time it is of great value to them. After some time, when this sector of the market turns out to be saturated, the company gradually reduces the price in order to move on to the development of other sectors with a constant increase in the volume of production of this product until competitors effectively counteract the pioneer company.

In this case, based on marketing research The dependence of demand on the supply price of goods for differentiated groups of consumers should be established:

Where C, - price sales of goods:

i- differentiated group of consumers (7 =1,..., T).

The implementation of this strategy implies obtaining maximum income during the quasi-monopoly position of the company with the consistent development of various market segments:

;

where 3m is the cost of implementing the production and commercial program.

When developing multiple options strategies, etc. choose a strategy in which R-> max:

;

Such a strategy can be implemented if the firm believes that the market for its product will exist for a certain, rather limited period of time.

When implementing such a strategy, a company sets prices for its goods based on the supply-demand relationship in order to obtain maximum profit in the near future.

Development of an economic and mathematical model of this strategy within the framework of economic theory involves establishing the optimal price level and the associated production volume, leading to maximization of profits.

;

where E is the elasticity of the price curve.

C opt corresponds to N opt according to the demand function C =f(N)

1) C o = const, i.e. variable costs per product do not depend on the size of the batch of goods;

If there is no approximating dependence CI = f(Ni)), then

Marketing research has established that for buyers there are upper and lower limits, within which their perception of the quality of a product is directly dependent on the price: for the buyer there is a completely certain level of prices for goods and services, which he considers acceptable. This level varies among different groups of buyers depending on their socio-economic status and market conditions.

Improved technical characteristics of industrial products usually lead to higher prices. This indicator is an important factor for products whose use brings increased benefits to the consumer.

In general, this relationship can be presented as an equation:

;

where K 1,..., K n - technical (consumer) characteristics of the product;

B1,..,Bn - exponents;

a 1 ,.... a n- equation coefficients;

a 0 b 0 - free terms of the equation.

The coefficient values of each of the equations used make it possible to quantify the influence of each parameter on the market price of the product.

Correlation-regression dependencies are convenient to use with representative statistical material that underlies the construction of reliable mathematical dependencies. When purchasing a product, especially technically complex household goods and products for industrial and technical purposes, the buyer pays attention to how much it will cost him to purchase the product and what the total costs of its operation will be (consumption price):

Given the opportunity to choose among competing products, the buyer strives to minimize his total costs, i.e.:

C consumption -> min.

At the same time, there is a very definite relationship between product quality (performance, reliability, energy consumption, maintainability, etc.) and operating costs. As a rule, this dependence is inverse, i.e. a product of a higher technical level and quality, as a rule, is significantly more efficient during its operation. Thus, the commodity producer, providing the consumer with a solution to his problems in the most effective way, has the right to compensate for his efforts with a higher selling price, naturally within certain limits, ensuring the condition C consumption -> min.

But at the same time, it is necessary to convince buyers (using various means of marketing communications) about the benefits that they will receive when using the products offered. The selling price of a new product can be estimated according to the following relationship:

where: amount is the total operating costs of a new product over its entire service life;

Tspotr.n - the price of consumption of goods offered by a competitor.

As another method of taking into account quality in the price of a product offered, you can use the approach that underlies the determination of the competitiveness of a product:

To maintain an equal level of technical and economic competitiveness, the price of a new product can be determined according to the following relationship:

;

where C consumption - price of consumption of the basic (reference) product;

Z exp. - costs associated with the operation of a new product over the entire service life of the product.

The participants in the competition between civilizations are divided even more deeply than the parties to the interethnic conflict. Not only do they pursue different goals with different methods, but they also fail to understand each other's values, goals, and methods. The financial expansion of the West, the ethnic expansion of China and the religious expansion of Islam are not just unfolding on different planes; they do not accept each other as a deeply alien phenomenon, hostile not because of their different attitude to the key issue of any social development - the question of power - but because of their very way of life. Compromise is possible only in the event of a change in lifestyle, that is, destruction as a civilization.

1. Demidenko I. A. Assessing the competitiveness of enterprises // Problems and prospects for the development of enterprises. St. Petersburg, 2003.p. 370

2. Chamberlin E. Theory of monopolistic competition. M.: Economics, 2003., p.256