Abstract

The aim of the article. The aim of article is creating of justification method of the management decisions to change company’s product policy depending on the level of competitiveness of the products within a competitive group of the vehicle that was a subject of analysis according to its stage of the life cycle. The results of the analysis. Authors made an analysis of the components of competitiveness of the automobile enterprises. They defined a priority of the categories of technical performance products for the consumer. The practical value consists in proposing of the procedure to determine the competitiveness of the market and the stage of its life cycle. Scientific value consists in creating the calculation mathematical model of competitiveness of automotive companies within a group of competitors. The methodology of risk reduction for the management actions to change the product policy of domestic automobile companies was proposed. The necessity to develop decision-making process for the management of products policy of the automobile enterprises was justified. An optimal approach in order to determine the greatest competitors in the automobile market according to the criteria’s that are most important to the consumer was introduced. Method of determining the competitiveness of automobile enterprises products, regardless the level of the model range, which is considered as most appropriate for the consumers, was created. An example of the usage of the developed approach in real market conditions was shown. The options of management decisions based on the results of the research of competitiveness of automobile enterprises were introduced. The practical value consists in approach developing, which provides the possibility of competing cars from different classes, which complicates the process of determining the real competitiveness of the products. This method takes into account the qualitative component of the evaluation of the vehicle (technical equipment) and providing usage of the mathematical models of changes in the competitiveness of automobile enterprises. The algorithm of analysis and evaluation of qualitative characteristics of the analyzed products was developed; versions of management actions based on the results of the analysis were identified and a graphical interpretation and mathematical algorithm to enable the rationale for product policy changes of the enterprises were presented. During the study, a number of uncertainties, that provides creating of the analysis algorithm, which would allow proving the potential management actions and minimizing the risks of their implementation were figured out. First is lack of developed sequence analysis of automobile enterprises in a competitive environment. Second is lack of methods qualitative evaluation component (technical equipment) car due to the modern trend of competition between the different car classes. Third is lack of mathematical tools assessing changes in the competitiveness of automobile enterprises. Conclusions and directions of further researches. This study need for further investigation of new trends of competition cars of different classes, but in the same price range, need to develop efficient methods of price analysis and the need to develop a strategic internal competitiveness of domestic products in the enterprise, rather than small- or large assembly of foreign cars at the junction Ukrainian enterprises.

Keywords: competitiveness, competition, automotive companies products, analysis of technical specifications, price analysis

JEL Classification: M21, M29, M31.

Cite as: Yurynets O. & Tomiuk, O. (2014). Expediency substantiation of company’s product policy changes for ensuring the competitiveness of automobile enterprises products. Marketing and Management of Innovations, 1, 52-63. https://doi.org/10.21272/mmi.2014.1-04

This work is licensed under a Creative Commons Attribution 4.0 International License

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