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РАЗДЕЛ 1 МОДЕЛИ, СИСТЕМЫ, СЕТИ В ЭКОНОМИКЕ И УПРАВЛЕНИИ
УДК 330
ANALYSIS OF THE CATEGORIES "COMPETITION" AND "COMPETITIVE INTELLIGENCE" AS ENHANCING FACTORS OF ENTERPRISES' COMPETITIVENESS
Z. A. Divnenko, D. G. Maslov
АНАЛИЗ КАТЕГОРИЙ «КОНКУРЕНЦИЯ» И «КОНКУРЕНТНАЯ РАЗВЕДКА» КАК ФАКТОРОВ ПОВЫШЕНИЯ КОНКУРЕНТОСПОСОБНОСТИ ПРЕДПРИЯТИЙ
З. А. Дивненко, Д. Г. Маслов
Abstract. Background. In modern conditions academic economists pay greater attention to the nature of competition as an important mechanism for the functioning of market economy. In market economy the question of enterprises' competitiveness determining is actual. A well-formed enterprise's development strategy is possible only on the basis of objective knowledge of its position in the market and the problems analysis in relations with competitors. The aim of the study is to analyze the categories «competition» and «competitive intelligence» in new concepts of strategic management. Materials and methods. The aim of the study was achieved by studying and analysis of scientific papers on the particular subject, generalization and systematization of the obtained results. Results. The article presents the current definition of such economic category as "competition" on the basis of regulatory documents and research papers analysis of leading scientists in the field of competitiveness theory. The systematization of modern methods of competitive intelligence as an enhancing factor of enterprises' competitiveness was done. Conclusions. Today, competitive intelligence has been significantly enriched by new methods, which allows, if necessary, to carry out a comprehensive comparative analysis of business processes with the selected competitor in order to enhance the competitiveness of enterprises. Modern approaches to the study of the nature of competition are embodied in new concepts of strategic management when developing different ways to achieve the company's leadership in the market. The concept of identifying the advantages of cooperation over competition and their mutual combinations is among them.
Key words: competition, competitive intelligence, competitive intelligence methods.
Аннотация. Актуальность и цели. В современных условиях ученые-экономисты все большее внимание уделяют изучению сущности конкуренции как важного механизма функционирования рыночного хозяйства. В условиях рыночной экономики актуален вопрос определения конкурентоспособности предприятий. Правильно сформированная стратегия развития предприятия возможна только с учетом
объективных знаний своих позиций на рынке и анализа проблем во взаимоотношениях с конкурентами. Целью исследования является анализ понятий «конкуренция» и «конкурентная разведка» в новых концепциях стратегического менеджмента. Материалы и методы. Цель исследования была достигнута с помощью изучения научных работ по заданной тематике, их анализа, обобщения и систематизации полученных результатов. Результаты. В статье представлены актуальные определения такой экономической категории, как «конкуренция», на основе анализа нормативных документов и научных трудов ведущих ученых в области теории конкурентоспособности. Проведена систематизация современных методов конкурентной разведки как фактора повышения конкурентоспособности предприятий. Выводы. Сегодня конкурентная разведка существенно обогатилась новыми методами, что позволяет в случае необходимости проводить комплексный сравнительный анализ бизнес-процессов с выбранным конкурентом в целях повышения конкурентоспособности предприятия. Современные подходы к изучению сущности конкуренции воплощаются в новых концепциях стратегического менеджмента, когда разрабатываются различные способы достижения лидерства компании на рынке. Среди них выделяются концепции выявления преимуществ сотрудничества над конкуренцией и их взаимовыгодного сочетания.
Ключевые слова: конкуренция, конкурентная разведка, методы конкурентной разведки.
In modern economic science the interest in studying the essence of competition as one of the most important components of the market economy functioning increases. Competition leads to better utilization of the capacity of the society, rationalizing the behavior of economic agents. It is a key element of market relations system. Therefore, dynamically evolving theory of market competition has the widest practical application of enterprises in the market.
Competitiveness of the enterprise is a set of economic characteristics defining its position in the industry market (regional, global), forming economic conditions of production and marketing of enterprises' goods in general [1]. The economic literature provides a set of interpretations of the categories "competition" and "competitive intelligence" (table 1).
In market economy the question of enterprises' competitiveness determining is actual. Knowing their position allows the enterprises to form a development strategy properly, to identify vulnerabilities in their relations with competitors.
Building a system of enterprises' competitiveness management should be implemented taking into account the world practice in the field of quality management through the use of individual elements of recognized and widely used concepts and techniques of quality management.
Table 1
Competition
Source / Author Definition
1 2
Federal Law of the Russian Federation "On Competition and Restriction of Monopolistic Activity in Commodity Markets" Competition is a rivalry between economic entities, when their independent actions limit effectively the ability of each of them to influence unilaterally general conditions of circulation of goods on the relevant market
End of table 1
1 2
G. Y. Kiperman Competition is a process of interaction, relationship and combat of manufacturers and suppliers to sell the products, is an economic competition between isolated producers or suppliers of goods (services) for the most favorable conditions of sales
K. R. McConnell, S. L. Bru Competition is the presence of a large number of independent buyers and sellers in the market, and the opportunity for buyers and sellers to enter the market and leave it freely
R. A. Fatkhutdinov Competition is a rivalry between economic entities, when their independent actions limit effectively the ability of each of them to influence unilaterally general conditions of circulation of goods on the relevant market
O. V. Yan, N. S. Tarasyuk Competitiveness is a property of an object having a certain percentage of the respective relevant market, which characterizes the degree of technical and functional, economic, organizational and other characteristics of the object compliance to customer requirements, defines the market share held by this object, and prevents the redistribution of the market in favor of other objects
G. L. Azoev, P. S. Zavyalov, L. Sh. Lozovsky, A. G. Porshev, B. A. Rayzberg Competition is an economic process of interaction, relationship and the struggle between the market enterprises to provide the best opportunities for marketing their products and to meet the diverse needs of customers
Strategy of the enterprise's competitiveness should include the development of improvement strategy of enterprises' competitiveness based on interdependent processes of competitiveness enhancing of products, labor, scientific and industrial potentials [2].
Today, in the context of globalization taking into account current trends in the economy competitive intelligence is an effective method of enterprise's competitiveness improving.
Competitive intelligence is one of the most important parts of running a business. If one does not know his competitors, one will likely not be able to outrun them on various parameters. Maybe one will win in something, but won't ensure himself a competitive advantage in the long run. Competitive intelligence is not espionage [3]. One who is engaged in industrial espionage, for example, by stealing other people's secrets, of course, he acts illegally. However, in order to increase his competitiveness it is quite possible to use market analysis and other tools (e.g., legal) to compare his situation with that of competitors. Today, it is especially important since the competition becomes global and crosses national borders confidently. Now one's competitors are not only domestic companies, but also representatives of other countries and even other continents.
The implementation of competitive intelligence by using decent and lawful means is important for any company seeking to achieve market success. There are several methods of competitive intelligence: legend personal or telephone interviews; mystery-shopping is an interview under the pretence of purchase; surveillance in stores of other competitors, etc. (table 2). Research tools for a particular study depend on a number of tasks, namely what information about a competitor is necessary to obtain.
Table 2
The main methods of competitive intelligence
The Method's Name The Method's Nature / Purpose
Desk research by free search method Search and analysis of any available (free) secondary marketing information: in the Internet, newspapers, etc.
Analysis of competitor's site information Search for information on innovative plans, promotions, etc.
Analysis of promotional competitor's products Evaluation of an advertising image, advertising style, sold USP, the competitor's commercial arguments
Collection of information and materials at exhibitions Evaluation of advertising policy and the competitor's advertising image, identifying new products and innovative plans, search of any other information
Content analysis of media A content analysis of print and electronic media, counting of interesting object references (companies, brands, products, etc.); defining the direction of references: positive, neutral, negative
Press-clipping Selection of media materials on the company, brands, products, personnel; information is available in the form of copies of printed materials, broadcast fragments on video and audio
Evaluation of competitors' advertising activity Calculation of the competitor's advertising volume display in various channels and in various media; determination of the amount of advertising budget and its structure by channels and media
Buying and analysis of accounting and reporting, registration and other information on competitors (tax espionage) Getting nominal information on the financial performance of competitors (balance sheet), the founders, affiliates, subsidiaries, credit history, industrial property, etc.; data are acquired from specialized companies
POS espionage Involved supervision of "the average check", determining the number of punched checks
Involved supervision in sales areas Supervision to monitor the quantity and composition of tenants, the organization of retail space, internal advertising, techniques of creation an atmosphere, protection of the organization
IT-methods (traffic control, "hacking" of information resources) It is produced mainly in order to track the volume and direction of competitors' advertising
Benchmarking The main goal is to identify key areas for the improvement of business processes and marketing technologies
Mystery-shopping An interview under the pretence of purchase; the major fields of study: evaluation of real commercial terms of transactions and commercial competitor's reasons (if renting), the comparative analysis of the quality and system of visitors' services
Attendance supervision Counting the number and structure of visitors (output), counting the number of cars in parking lots
Legend phone or personal interviews with competitors Main issues: a competitor's marketing self-evaluation, the condition and key market trends assessment, innovative designs, used technologies, lease terms
Spectrum of methods of competitive intelligence have greatly enriched recently, allowing, if necessary, to carry out a comprehensive comparative analysis of the performance and business processes with the selected competitor in order to improve the operation of the management company.
Modern approaches to the study of the nature and methods of competition are embodied in the new concepts of strategic management, when different ways of achieving the company's leadership in the market are developed and implemented in practice [4]. Among them is the concept of identifying the benefits of cooperation over competition and their mutual combinations. Companies' strategies based on it are implemented successfully through game theory in practice. These aspects of the theory of competition may be of interest for the Russian companies, which are at the stage of strengthening their position in the global and regional markets.
List of references links
1. Шмелева, А. Н. Инновационный подход к оценке конкурентоспособности предприятия в сфере управления его трудовыми ресурсами / А. Н. Шмелева // Менеджмент инноваций. - 2013. - № 4 (8).
2. Браславская, Н. С. Конкурентная разведка / Н. С. Браславская // Индустриальный и B2B Маркетинг. - 2014. - № 1 (9).
3. Шушукевич, С. «Путь воина»: XXI век, или что такое конкурентная разведка / С. Шушукевич // Маркетинговые коммуникации. - 2012. - № 4 (28).
4. Богомолова, И. П. Анализ формирования категории конкурентоспособность как фактора рыночного превосходства экономических объектов / И. П. Богомолова // Маркетинг в России и за рубежом. - 2013. - № 1.
Дивненко Зоя Александровна
студентка,
Пензенский государственный университет E-mail: divzdiv@mail.ru
Маслов Дмитрий Георгиевич
кандидат экономических наук, доцент, кафедра экономической теории и международных отношений, Пензенский государственный университет E-mail: maslovdg@mail.ru
Divnenko Zoya Alexandrovna student,
Penza State University
Maslov Dmitry Georgievich candidate of economic sciences, associate professor, sub-department of economic theory and international relations, Penza State University
УДК 330 Divnenko, Z. A.
Analysis of the categories "competition" and "competitive intelligence" as enhancing factors of enterprises' competitiveness / Z. A. Divnenko, D. G. Maslov // Модели, системы, сети в экономике, технике, природе и обществе. - 2015. - № 1 (13). -C. 8-12.
