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The General Rapid Examination of Confectionery Products’ Competitiveness

Authors:

Larisa V. LAPITSKAYA Cand. Sc. (Econ.), Associate Professor, Marketing Director

Andrey I. FYODOROV Postgraduate of Management Dept.

Abstract:

Globalization processes, innovative renewal of production technologies and intensification of competition in the market lead to the expansion and improvement of a range of goods of Russian confectionery enterprises. The existing situation requires them to devise effective methods for examining their products’ competitiveness. In the study, the authors develop methodological approaches to compiling a list of parameters to carry out a preliminary competitive analysis. A rapid examination of competitiveness of confectionery products is conducted on its basis. In order to test practical applicability of the developed model, the authors evaluated the competitiveness of the product “Ptichiy vals” (“Bird Waltz”) of the candy factory “Globus” and its major competitors in the market of Ulyanovsk oblast. The results of the research are reflected in the polygon of products’ competitiveness.

Keywords:

COMPETITIVENESS, CONFECTIONERY PRODUCTS, GENERAL RAPID EXAMINATION, INTEGRAL INDICATORS, REPRESENTATIVENESS OF PARAMETERS, MARKETING MIX

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For citation: Larisa V. Lapitskaya, Andrey I. Fyodorov. The General Rapid Examination of Confectionery Products’ Competitiveness. Upravlenets – The Manager, 2016, no. 3(61), pp. 14–19.