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РАЗДЕЛ 1 МОДЕЛИ, СИСТЕМЫ, СЕТИ В ЭКОНОМИКЕ И УПРАВЛЕНИИ
УДК 338
FEATURES OF MANAGEMENT OF COMPETITIVENESS OF THE ORGANIZATION IN THE MEDIA INDUSTRY
I. A. Bareeva
ОСОБЕННОСТИ УПРАВЛЕНИЯ КОНКУРЕНТОСПОСОБНОСТЬЮ ОРГАНИЗАЦИИ В МЕДИАИНДУСТРИИ
И. А. Бареева
Abstract. Background. In modern economic conditions activity of each economic subject is a subject of attention of an extensive circle of participants of the market relations interested in results of its functioning. In this regard, relevance of research of competitiveness of the organization is obvious: to provide survival in modern conditions, the administrative personnel needs, first of all, to be able to estimate really competitive situation, both the organization, and the existing and potential competitors, to make decisions on competitiveness increase, placing emphasis on prospect, i.e. a strategic component. The purpose of this work is to estimate the level of competitiveness of the newspaper «Nasha Penza» in comparison with other organizations of print media in the regional media market and to offer ways of increase of competitive position of the studied organization. Materials and methods. Realization of the targets was reached due to processing of official statistical information. In work the following methods of economic research were used: analysis, synthesis, graphic method. Results. In article indicators of competitiveness of the organizations of print media are considered, the analysis of competitive position of the newspaper «Nasha Penza», Publishing « Nash Dom», Publishing and Printing Complex «Penzenskaya Prav-da», The newspaper «Surskiye prostory» are developed recommendations about management of competitiveness of the organization in the regional media market. Conclusions. For increase of competitiveness of the organization of print media we offer the following recommendations: involvement of marketing specialists, carrying out the actions directed on sales promotion of production; increase in a share of the market due to attraction in a circle of consumers of youth (introduction of youth columns and creation of groups and pages on social networks); carrying out an advertizing campaign; involvement of young employees; creation of the new children's magazine.
Key words: competitiveness, media market, mass media, strategy, competitiveness assessment, management of competitiveness.
Аннотация. Актуальность и цели. В современных экономических условиях деятельность каждого хозяйственного субъекта является предметом внимания обширного круга участников рыночных отношений, заинтересованных в результатах его функционирования. В связи с этим актуальность исследования конкурентоспо-
собности организации очевидна: для того чтобы обеспечивать выживаемость в современных условиях, управленческому персоналу необходимо прежде всего уметь реально оценивать конкурентное положение как своей организации, так и существующих и потенциальных конкурентов, принимать решения по повышению конкурентоспособности, делая акцент на перспективу, т.е. стратегическую составляющую. Цель данной работы - оценить уровень конкурентоспособности АНО «Редакция газеты «Наша Пенза» в сравнении с другими организациями печатных СМИ на региональном медиарынке и предложить пути повышения конкурентного положения исследуемой организации. Материалы и методы. Реализация целей была достигнута за счет обработки официальной статистической информации. В работе были использованы следующие методы экономического исследования: анализ, синтез, графический метод. Результаты. В статье рассмотрены показатели конкурентоспособности организаций печатных СМИ; представлен анализ конкурентного положения АНО «Редакция газеты «Наша Пенза», ООО «Издательство «Наш дом», ОАО «Издательско-полиграфический комплекс «Пензенская Правда», ГАУ ПО «Редакция газеты «Сур-ские просторы»; разработаны рекомендации по управлению конкурентоспособностью организации на региональном медиарынке. Выводы. Для повышения конкурентоспособности организации печатных СМИ предлагаем следующие рекомендации: привлечение специалистов по маркетингу; проведение мероприятий, направленных на стимулирование сбыта продукции; увеличение доли рынка за счет привлечения в круг потребителей молодежи (введение молодежных колонок и создание групп и страниц в социальных сетях); проведение рекламной кампании; привлечение молодых сотрудников; создание нового детского журнала.
Ключевые слова: конкурентоспособность, медиарынок, средства массовой информации, стратегия, оценка конкурентоспособности, управление конкурентоспособностью.
Introduction
In modern Russia, the mass media (the media) is the most important tool for shaping public consciousness, as well as the attitude of each member of society towards the current economic, political and social situation, to culture and fashion.
Currently, the dynamic development of the Russian market of printed media leads to a tighter competitive struggle among mass media. As a result the interest in advanced technologies of the market behavior of the media as commercial structures has increased, in particular the increased attention to the competitiveness of this specific product, which is an important factor of the commercial success.
The functioning of the organization of the print media is impossible without taking into account the activities of competitors which are links of the same chain, of the economics. Living in a competitive environment is an essential factor determining its very right for organization existence. The competitive struggle allows to select from a variety of organizations certain leaders, capable to produce high-quality and relevant to modern life products and services that the public will demand. That is why it is so important to study the competitors and, on this basis, to make well-founded decisions in favor of increasing the competitiveness of their own organization.
The success of the organization of printed media is the ability to offer products and services that suit best the needs of the media market and consumers [1]. Therefore, it is important to pay a close attention to such a significant aspect of the organization, as competitiveness.
The competitiveness is understood as an object property, characterized by its degree of actual or potential ability to meet specific needs in comparison with the similar objects presented in the market [2]. Competitiveness measures the ability to withstand competition in comparison with the same objects in the market [3].
The relevance of the topic is that all organizations within today's market economy, are faced with competition, so in order to survive and develop, it is necessary to analyze the situation in the market and decide to hold such events that could raise the competitiveness.
Despite a deep level of knowledge of the problem of competitiveness, a single approach to its quantitative evaluation is still haven't been found. Problems of analysis and evaluation of the competitiveness of print media organizations are complex and multifaceted.
1. Analysis of the competitiveness of print media organizations
Independent Noncommercial Organization «Nasha Penza» (INO «Newspaper «Nasha Penza») is founded on the basis of bringing of constituent documents of the regional newspaper «Nasha Penza» in accordance with the current legislation, and is registered in the Regional Inspection for the Protection of freedom of the press and mass media (Samara) with reference number S0485 October 26th, 1993, and is its legal successor. Independent Noncommercial Organization «The newspaper «Nasha Penza», hereinafter referred to as Newspaper», is created and operates under authority of the Civil Code of the Russian Federation and the federal laws «Concerning Noncommercial Organizations» and «Concerning mass media».
The analysis of the competitiveness of INO «Newspaper «Nasha Penza» represents a comparison of the characteristics of the organization with those of its closest competitors in the print media market of Penza town in order to determine the characteristics that create advantages and disadvantages of the company over its competitors.
At the present time the closest competitors of the studied organization in the print media market of Penza town, are:
- LLC «Publishing «Nash Dom»;
- JSC «Publishing and printing complex «Penzenskaya Pravda»;
- SAA PO «The newspaper «Surskiye prostory».
We have had an expert survey to identify and assess the most important indicators of the competitiveness of print media organizations for the analyzed organization and its nearest competitors.
The expert group has included the chief editors of the analyzed editions, their deputies, the members of the Department of information policy and media of Penza region.
The proportion of men among the respondents is 33.3 %. The average age of the respondents is 52 years. An average work experience in a managerial position is 11.5 years. At the same time, the total work experience of the respondents reaches on average 21 years.
The importance of indicators of competitiveness of the organizations were evaluated by experts on the 5-point scale. The data are presented in fig. 1.
0,00 1,00 2,DO 3,00 4,00 5,00
TIil- volume of sales The market share The product differentiation The riigiun of selling The price of the product (service) The number of employees The product distribution type Tlit: average wage The predominant employee age Tliq cni|)loyci educational icvcl Thu uiiipliiyL'jj professioiisl development The web site oTihe organization Advertising activity The marketing policy UttW loii£ the organization is in the market Location of the editorial board Non-core services Organization image
» The Importance of the criteria
Fig. 1. Rating of the importance of peer review indicators of the competitiveness of print media organizations
The data of the chart allows us to conclude that, according to experts, the factors that have the greatest impact on the competitiveness of the organization are: sales (4.97), market share (4.85), the price of the product (4.64), the level of education of employees (4.6), the marketing policy (4.47), advertising (4.37), the predominant age of employees (4.35), and the factors that have the least influence, the presence of non-core services (2), the location of the editorial board (2,2) the number of employees (1.4).
The experts has been proposed a specially designed questionnaire, which represents combined by a single research intention the system of questions according to the current task.
Developing the questionnaire to identify the level of competitiveness of the organization, first of all, the goals, objectives, subjects, objects, and basic consumer groups were taken into account [4].
The respondents evaluated the various detailed parameters of the activities of educational institutions and the activities of managers of schools on five-point system with options for answers: "I do not know" (1 point), "bad" (2 points), "satisfactory" (3 points), "good" (4 points), "excellent" (5 balls). The content and evaluation of these parameters (in the form of specific questions) are shown in Tables 1-4. The calculation of the synthetic indicators for each of the areas mentioned above was carried out according to the formula:
Xav = JNIn,
where Xav is the average value of a particular embodiment of a response to detailed questions in each direction; N is the percentage of respondents who chose the answer to a specific question; EN is the amount of percentage of respondents who chose the answer to all the questions of the direction; n is the number of questions in the direction. Results of the study are shown in the charts and tables [5].
According to the results of the study the leader in the print media market of the Penza region is JSC «Publishing and Printing Complex «Penzenskaya Pravda».
INO «The newspaper «Nasha Penza» is directly behind the leader in such indicator, as the volume of sales (fig. 2).
Fig. 2. The volume of sales of the investigated companies
The diagram shows that the leader in terms of sales is «Publishing and Printing Complex "Penzenskaya Pravda" (23 157,578 ths. rub.), the second place is occupied by LLC "Publishing "Nash Dom" (16 241,271 ths. rub.) in third place there is INO "The newspaper "Nasha Penza" (12 135 ths. rub.), and the last place belongs to SAA PO "The newspaper "Surskiye prostory" (1589,462 ths. rub.).
LLC "Publishing "Nash Dom" comes the second among the studied editorial offices in the occupied market share (3.02 %, which is 1.5 % less than "Publishing and Printing Complex "Penzenskaya Pravda" (4.6 %) and 1.2 % more than the INO "The newspaper "Nasha Penza" (2.32 %) (fig. 3).
Fig. 3. The market share of each of the studied organizations
Also, the organization leads an active advertising campaign and has the largest share for advertising its products (15 %), which is 6 % more than the closest competitor «Publishing and Printing Complex «Penzenskaya Pravda» (9 %), and 9 % more, than INO «The newspaper «Nasha Penza» (6 %) spends (fig. 4).
Fig. 4. The proportion of advertising costs in the total budget expenditure (%)
At the same time, INO «The newspaper «Nasha Penza» is the leader in such factor as the price (fig. 5). Of the studied organizations «Nasha Penza» established the lowest retail price. The release price is similar to the price established by SAA PO «The newspaper «Surskiye prostory».
J6 14 12 10
5
6 4
15
12 1
5,5 6 6
4 M| 4 1
Release price Retail price
0
12 3 4
1. INO «The newspaper «Nasha Peiua»;
2. «LLC «Publishing «Nash Dom»;
3. JSC «Publishing and priming complex «Penzenskaya Pravda»;
4. SAA PO «The newspaper edilur budy «Surskiye prostory».
Fig. 5. Publications price issued by the organizations (in rubles)
In the course of research, we came to the conclusion that the INO «The newspaper «Nasha Penza» has a small staff (52 people). This is due to low wages (9.705 thousand. rub.) Compared to the JSC «Publishing and Printing Complex «Penzenskaya Pravda», which employs 75 people, and the average wage is 28.31 thousand. rub. Regarding to the other two editions the situation is stable, and the salary is not significantly different.
The aging of the stuff members is typical for all companies in this sphere of activity, as evidenced by the predominance of employees aged from 40 to 50 years old. Due to the fact that the editorial staff is mature, it becomes justified the presence of the majority of workers specialized secondary and higher education, which indicates the competence of employees.
The largest number of employees during the year have been trained and retrained in the INO «The newspaper «Nasha Penza» (5 and 1 respectively), followed by the JSC «Publishing and Printing Complex «Penzenskaya Pravda» (1 and 4 persons respectively), and in SAA PO «Newspaper editorial office «Surskiye prostory» only one person has passed retraining.
Considering the time of existence in the media market, Penza INO «The newspaper «Nasha Penza» ranks the second place (21 years) after the SAA PO «The newspaper «Surskiye prostory» (23 years).
The analysis of the range of publications has shown that the relatively wide range of publications is represented in the JSC «Publishing and Printing Complex «Penzenskaya Pravda» (5 editions). INO «The newspaper «Nasha Penza» and «LLC «Publishing «Nash Dom» release 2 publications.
SAA PO «The newspaper «Surskiye prostory» is focused on the issue of a newspaper of the same name.
The absence of the marketing department in INO «The newspaper «Nasha Penza» is also a factor that hinders the development of the organization. While JSC «Publishing and Printing Complex «Penzenskaya Pravda» and LLC «Publishing «Nash Dom» use the existence of the structural unit as a significant factor in the competition, realizing the importance of continuous market research and consumer preferences.
The INO «The newspaper «Nasha Penza» occupies third place on such an important nowadays figure as the corporate image after the JSC «Publishing and Printing Complex «Penzenskaya Pravda» and LLC «Publishing «Nash Dom», it evidenced about the presence of the leading organizations of a larger number elements of corporate image .
2. Assessment of the actual level of performance and competitiveness of the importance of INO «The newspaper «Nasha Penza»
According to the results of the analysis, experts have estimated the actual status indicators presented in each organization on a 5-point scale (1-2 - low, 3 - average, 4-5 - a high level).
Table 1 shows the results of expert assessment of the importance and the actual state of indicators for each organization.
Table 1
Evaluation of competitive performance in the market of print media in Penza town
Index Importance INO The newspaper «Nasha Penza» Publisher «Nash Dom» Publishing and Printing Complex «Penzenskaya Pravda» SAA PO «The newspaper «Surskiye prostory»
Sales 4,97 3,95 4,01 4,8 1,9
Market share 4,85 2,95 3,6 4,75 1,8
Expanding the range of selling products 4,43 1 2,1 3,65 1
Sales Region 3,60 4,5 4,5 4,5 4,5
Price of products 4,64 4,8 3,05 4,55 4,7
Type of product distribution 3,58 4,5 4,5 4,65 4,5
The number of employees 1,4 2,4 3,9 3,5 1,7
The average salary 4,13 2,7 3,75 4,8 2,95
Dominating age of the employees 4,35 3,05 3,55 2,85 2,35
Workers level of education 4,60 4,45 4,55 3,75 3,55
Professional development of the staff 4,03 4,85 3,35 4,7 1,1
The presence of the Internet site of the organization 3,85 3,7 4,15 4,45 3,1
Advertising activity 4,37 1,65 4,7 3,55 1,1
Marketing policy 4,47 1,55 4,6 4,7 1,5
The working period of the organization in the market 2,30 4,6 3,55 3,55 4,8
The location of the publishing office 2,20 4,85 4,7 4,8 4,7
The presence of non-core services (parking) 2,00 1 2,2 4,2 1
The image of the organization 4,00 2,55 3,6 3,7 2,5
From Table 1, it can be concluded that the INO «The newspaper «Nasha Penza» is very close to or exceeds the importance of the following indicators:
- the price of products;
- kind of distribution of products;
- sales region;
- the number of employees;
- professional development;
- presence of the Internet site;
- location of the publishing office;
- a working period of the organization in the market.
The indicators, which is behind the organization are as follows:
- sales;
- market share;
- expanding the range of selling products;
- the predominant age of the employees;
- the level of staff training;
- the average wage;
- advertising activities;
- marketing policy;
- the presence of non-core services;
- the organization's image.
Figure 6 shows a comparison of the actual level and the importance of figures of the organization «Nasha Penza».
Fig. 6. Assessment of the actual level of performance and importance of competitiveness indexes of INO "The newspaper «Nasha Penza»
Conclusion
The results showed that the lack of development of competitiveness indicators has a negative impact on the strategic position of INO "The newspaper "Nasha Penza". This confirms the need for a number of changes in the organization, development and implementation of competitive advantage strategy.
Management of competitiveness should be strategic, that is what allows to see and to create competitive opportunities for the company as a whole.
Management of competitiveness of the organization is the process of adoption and implementation of policy decisions, the central link of which is a strategic choice based on a comparison of its own competitive potential opportunities and threats to its external environment, with changes in the environment [6].
This allows to consider market fluctuations in terms of the company as a solution to current problems. In the course of solving problems may arise new conditions or unknown circumstances, or, on the contrary, the market conditions may contribute to easier and faster embodiment strategy.
Development of strategies of the organization are often based on past trends. Expected growth prospects do not take into account the possible "surprises" and odds. Under the influence of the environment can both occur new opportunities and new threats. In these circumstances, you need to make an educated decision quickly to reduce the negative influence of the dominating factors or use of opportunities opening up in the conditions of instability. At the same time we must act fussy, linking the solutions with one another, justifying their position with the strategy adopted earlier [7].
There are several ways to improve the competitiveness of the enterprise: to increase the growth of product realization, improve the quality of the product, to automate of business processes [8].
Based on the analysis and assessment of competitiveness, we propose to the researched organization to develop a strategy of investing in the struggle for leadership; strengthen the most vulnerabilities of the organization; to protect existing programs of market activity, which is consistent with the corporate mission of the editorial board, consisting in increasing the awareness of society by creating, collecting and distributing high-quality news, information and entertainment.
Based on the findings of the analysis, we made recommendations on the competitiveness of the organization, which are aimed at overcoming the identified problems (table 2).
Table 2
Recommendations for improving the competitiveness of INO "The newspaper "Nasha Penza"
Competitiveness Indicators Recommendations
Marketing policy To attract marketing professionals and spend marketing activities
Market share To increase market share by attracting young people into the circle of consumers (introduction of youth and columns to create groups and pages in social networks)
Advertising activity To spend advertising campaigns
Personnel policy To attract young employees
To expand the range of selling products To creating a new children's magazine
Using these guidelines, the organization can move from neutral to leading segment. As a result, to increase the monetary revenue, image and awareness of the organization, readership, interest on the part of the government could raise, version the stuff of young professionals will be updated.
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Бареева Иркям Адгамовна кандидат экономических наук, доцент, кафедра экономической теории и международных отношений, Пензенский государственный университет E-mail: kafedmet@mail.ru
Bareeva Irkyam Adgamovna candidate of economic sciences, associate professor, sub-department of economic theory and international relations, Penza State University
УДК 338 Bareeva, I. A.
Features of management of competitiveness of the organization in the media industry / В. Е. Башкирова, О. А. Гордеева, О. Б. Волошина // Модели, системы, сети в экономике, технике, природе и обществе. - 2016. - № 1 (17). - C. 6-16.
