BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Theoretical Principles of Analyzing the Competition in Consumer Markets
Kryveshko O. V.

Kryveshko, Olga V. (2021) “The Theoretical Principles of Analyzing the Competition in Consumer Markets.” Business Inform 6:251–258.
https://doi.org/10.32983/2222-4459-2021-6-251-258

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 3

Download article (pdf) -

UDC 338.1:338:4

Abstract:
The article considers the types of competition in consumer markets. Most authors when analyzing competition carefully analyze competitor brands. Instead, the author of this article proposes to determine the weight of the influence of related goods, substitutes and indirect competitors. All competitors on the basis of researches of domestic scholars are divided into the following groups: desire-competitors; commodity-kind competitors; commodity-type competitors (substitute goods); competitor brands. Each of these groups is analyzed and it is determined for which types of consumer markets it has a significant impact. In particular, desire-competitors are struggling for the consumers’ costs in the markets of durable goods and luxury goods, but they are not peculiar to social goods and necessities. In addition, it is determined that significant for the product markets is the division of competitors by: market share; presence in a retail network; territorial feature; price level. Market share generally defines the possibilities of influencing consumers and the ability to dictate market conditions. The level of presence of goods in the trading network determines the ease of finding it by the buyer. Increasing the presence in a particular region relatively quickly increases the market share of the corresponding goods in the region. Consumer goods of mass demand are characterized by the presence of not only international and national, but also local competitors. Such competition requires more efforts on the part of both the national and the international producers for studying the market and developing a strategy. In terms of price level, it is necessary to focus, first of all, on those competitors who compete in the same price category. The study of the soft drinks market in the City of Lviv allowed to distinguish in more detail the specific characteristics of competition. The main competitors are allocated. It is noted that over the past 15 years, the number and composition of both the local and the national competitors has changed significantly. On the basis of this, a map of the weight of competitors is developed, which enables the enterprise in the development of competitiveness strategies to concentrate on studying those market participants who are able to distract the attention of consumers to themselves.

Keywords: competitor, market share, competitor brand, commodity-kind competitor, commodity-type competitor, desire-competitors, level of presence in retail trade.

Fig.: 1. Tabl.: 3. Bibl.: 10.

Kryveshko Olga V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Ivan Franko National University of Lviv (1 Unіversytetska Str., Lvіv, 79001, Ukraine)
Email: [email protected]

List of references in article

Porter, M. Konkurentnaya strategiya: Metodika analiza otrasley i konkurentov [Competitive Strategy: Methodology for Analyzing Industries and Competitors]. Moscow: Alpina Biznes Buks, 2006.
Diachenko, T. A. “Teoretyko-metodychni zasady otsinky konkurentnoho seredovyshcha ta konkurentnoi pozytsii pidpryiemstva na rynku“ [Theoretical-Methodical Bases of the Competitive Environment and Competitive Position of the Enterprise in the Market Estimation]. Marketynh i menedzhment innovatsii. 2012. https://mmi.fem.sumdu.edu.ua/sites/default/files/mmi2012_4_203_208.pdf
Tarnavska, N. P. Upravlinnia konkurentospromozhnistiu pidpryiemstv: teoriia, metodolohiia, praktyka [Management of Enterprise Competitiveness: Theory, Methodology, Practice]. Ternopil: Ekonomichna dumka, 2008.
Lishchynska, V. V. “Analiz konkurentnoho seredovyshcha khlibopekarskoi promyslovosti Ukrainy“ [An Analysis of the Competitive Environment of the Baking Industry in Ukraine]. Efektyvna ekonomika. 2018. http://www.economy.nayka.com.ua/?op=1&z=6265
Moroz, L. A., and Chukhrai, N. I. Marketynh [Marketing]. Lviv, 1999.
Harkavenko, S. S. Marketynh [Marketing]. Kyiv: Libra, 2006.
Fatkhutdinov, R. A., and Osovska, H. V. Upravlinnia konkurentozdatnistiu orhanizatsii [Managing the Competitiveness of the Organization]. Kyiv: Kondor, 2009.
“Rozvytok rynku bezalkoholnykh napoiv v Ukraini“ [Development of the Soft Drinks Market in Ukraine]. Sostav/ua. June 15, 2020. https://sostav.ua/publication/rozvitok-rinku-bezalkogolnikh-napo-v-v-ukra-n-85469.html
Ofitsiinyi sait TzOV «Valetudo». https://soluky.com/
Shutka, N. “Novyi vlasnyk planuie vidnovyty robotu Oleskoho zavodu mineralnykh vod“ [The New Owner Plans to Resume the Operation of the Olesky Mineral Water Plant]. Zahid.net. December 23, 2019. https://zaxid.net/noviy_vlasnik_planuye_vidnoviti_robotu_oleskogo_zavodu_mineralnih_vod_n1495124

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster