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PROBLEMS AND PROSPECTS OF COMPETITIVE ECONOMY FORMATION IN THE REGION
Abstract
The relevance of the study is caused by the economic growth and development of the processing enterprises and organizations. In this regard, existence of competition between its agents is a sign of development and movement forward of the managing subject. The purpose of the paper is to analyses thesource of raw materials and the competitive environment according to the processing enterprises of the Krasnodar Krai, to give assessment of their general potential of development and strategic planning. The paper can be useful to young scientists and experts, and representatives of the milk-processing enterprises.
Keywords
competition, competitiveness, whole-milk production, analysis of market, strategic planning
AUTHORS
Kazbek Karsanov Svetlana Mullinova
PhD in Economics, Associate Professor PhD in Economics, Associate Professor
Department of Organization of Production Department of Accounting
and Innovative Activity Kuban State Agricultural University
Kuban State Agricultural University Krasnodar, Russia
Krasnodar, Russia s.mullinova@mail.ru
Basis of competitiveness of economic system is the opportunity to carry out division of labor fully and systematically. As soon as the economic system loses such ability, there come degradation and the subsequent destruction of the economic system. The indicator of competitiveness of economic system is the opportunity to invent and develop new goods
and to create new services basing on new technologies. That is the system of competitiveness of economy.
The assessment of competitiveness condition of the region represents an important aspect. It allows allocating some characteristics of competitiveness of the region. First, it is ability to make and consume the production in the region (on condition of free movement of goods, services and capitals). Other feature is that the advantages are reached not only at the expense of= price factor, but also due to quality, advertising and other parameters of realization and production. The other characteristic is achievement of competitive advantage. Production, which is let out in the region, is competitive before other territories and regions owing to existence of general economy conditions, but not climatic ones (Zagorodnikov, 2013).
The powerful food industry of the Kuban is an important component of agro-industrial complex of the region. It includes bakery, meat, dairy, sugar, confectionery, wine-making, tea, flour-grinding and some other branches. The food industry of the Krasnodar Krai provides high-quality products not only to the population of the region, but also to millions of people, who are annually arriving to the resorts of the Kuban.
In the dairy industry, one of the best enterprises not only in the region, but also in the country is enterprise "Kaloriya" of the Kanevsky district. Primary activity of the enterprise is milk processing, production and sale of wide range of dairy products (sour cream, fermented baked milk, kefir, yogurt, cottage cheese, cream, milk, oil cow, cottage cheese products, etc.). The assortment list contains more than 270 types of milk and 150 not dairy products; the enterprise realizes more than 200 t. milk a day. "Kaloriya" has 44 shops around the region; production is delivered to the Volgograd region, the Astrakhan region, the Rostov region, the Republic of Kazakhstan, the Republic of Abkhazia and others.
To increase production, continuous reconstruction of the enterprise is carried out, new capacities are entered, the old ones are modernized. The range of products, which is formed taking into account buyers needs, has a great influence on results of economic activity.
"Kaloriya" takes one of leading places in the market on processing of milk in the Kanevsky district. Competitors in this branch in the Krasnodar Krai are "Pavlovskoye", "Kropotkinsky Dairy Combinat, "Syrodel", "Pavlovsky", "Timashevsky Dairy Combinat" and others (Table 1).
TABLE 1. THE ANALYSIS OF COMPETITORS OF "KALORIYA" ENTERPRISE ON PRODUCTION OF
WHOLE-MILK PRODUCTION
Enterprise 2012. 2013. 2014.
Total, t Market share, % Total, t Market share, % Total, t Market share, %
Leningradsky 20432 7,5 29335 9,6 40270 11,3
Syrodel 31341 11,5 21768 7,1 33750 9,5
Kubarus-Moloko 32753 12,1 27780 9,1 19617 5,5
Kropotkinsky Dairy Combinat 30300 11,2 29188 9,5 30540 8,6
Kaloriya 46985 17,4 55683 21,4 50804 14,3
Timashevsky Dairy Combinat 85183 31,5 105379 34,5 141501 39,8
Pavlovskoye 6484 2,4 8682 2,8 17777 5,0
Kalininsky 17339 6,4 18514 6,0 21276 6,0
Total on the processing enterprises 270817 72,2 306329 77,4 355535 82,9
The other processing enterprises and organizations 104392 27,8 89631 22,6 73486 17,1
Total 375209 100,0 395960 100,0 429021 100,0
Analyzing Table 1, it is possible to note that the enterprise investigated by us in 2014 in comparison with 2013 reduced production of whole-milk production on 14879 t or by 22,7%. It is connected with increase of whole-milk production in the region and increase of the competition among producers of this product. The large producer of whole-milk production is "Timashevsky Dairy Combinat" in the city Timashevsk. In 2014, its share of the market was 39,8%. It is by 8,3% higher, than for the similar period in 2012 (Mullinova, 2009).
In general in 2014 production of whole-milk production in comparison with 2013 increased on 33061 t (8,3%) in the Krasnodar Krai. Development of whole-milk production by the processing enterprises in 2014 in comparison with 2012 increased on 84718 t or by 31% respectively.
The other enterprises and organizations along with the agricultural organizations make 17% of whole-milk production. In addition, outputs are reducing all the time. In the region 30 large and medium-sized milk-processing enterprises with the largest producer "Timashevsky Dairy Combinat" are engaged in production of whole-milk production. The market share of this enterprise is nearly 40% of total amount of the made whole-milk production. "Leningradsky" enterprise market share is 11,3% and "Syrodel" is about 10%. In general, more than 50% of total amount of whole-milk production in the region is the share of these enterprises. The market share of this type of production in "Kaloriya" is 14,3% of total production (Mullinova, 1998).
The range of products has a great influence on results of economic activity. Despite decrease of total production of milk in the enterprise "Kaloriya", the fastest rates grew the production of cottage cheese, ice cream, yogurt and sour cream. Therefore, production of cottage cheese increased in 2014 on 767 thousand rubles in comparison with 2013. Production of sour cream in 2014 in comparison with 2013 increased by 5%, kefir -by 6,2%, cottage cheese - by 7,1% respectively.
One of the valuable food containing protein and irreplaceable amino acids is different types of cheese and cottage cheese (Table 2). "Kaloriya" is the only enterprise in Russia producing cheese with white and blue mold ("Ravisman", "Kuban-pleasure", "Colorit", "The Kuban blues" and others) (Morozov & others, 2014).
TABLE 2. THE ANALYSIS OF COMP ETITORS OF "KALORIYA" ENTERPRISE ON PROD UCTION
OF CHEESE AND COTTAGE CHEESE
Enterprise 2012 2013 2014
Total, t Market share, % Total, t Market share, % Total, t Market share, %
Leningradsky 2749 12,7 4158 17,3 3461 13,5
Syrodel 4571 21,0 5169 21,6 4985 19,4
Kubarus-Moloko 1647 7,6 1022 4,3 773 3,0
Kropotkinsky Dairy Combinat 1325 6,1 980 3,9 1241 4,8
Kaloriya 1507 6,9 1898 8,0 2110 8,3
Timashevsky Dairy Combinat 3568 16,5 4767 19,8 6972 27,2
Pavlovskoye 779 3,6 805 3,4 1099 4,3
Kalininsky 5543 25,6 5219 21,7 4996 19,5
Total on the processing enterprises 21689 87,8 24018 91,3 25637 92,9
The other processing enterprises and organizations 3021 12,2 2290 8,7 1950 7,1
Total 24710 100,0 26308 100,0 27587 100,0
According to the table given above, it production of cheese and cottage cheese at the processing enterprises of the Krasnodar Krai increased in 2014 in comparison with 2012
on 3948 t. The share of these types of production in general on edge is nearly 93% of the total amount of products. One of the largest enterprises producing cheese and cottage cheese are "Timashevsky Dairy Combinat" (27,2%), "Kalininsky" (19,5%), "Syrodel" (19,4%) and "Leningradsky" (13,5%).
Dynamics of production of oil in theKrasnodar Krai is characterized by the indicators presented in Table 3. The high share of the other enterprises and organizations in the total amount of animal oil is explained by rather simple technology of its production, which is not demanding the expensive equipment.
The high competition is observed in the market of animal oil. It is connected with the fact that this production arrives from other regions and abroad. Oil arriving from other regions and abroad on a "price-quality" ratio is better, than the majority of types of the oil made in the region, especially small enterprises (Lifits, 2013).
TABLE 3. PRODUCTION OF ANIMAL OIL IN THE KRASNODAR KRAI
Name of the enterprises Years 2014 in % to Deviation (+,) 2014 from 2012.
2012 2013 2014
2012 2013
Bryukhovetsky MKK 1282 934 826 64,4 88,4 - 456
Syrodel 680 1030 1027 151,0 99,7 +347
Syrkombinat Tikhoretsky 435 327 313 71,9 95,7 - 122
Kubarus-Moloko 904 624 469 51,8 75,2 - 435
Kalininsky 645 453 432 66,9 95,4 - 213
Nadezhda 891 960 822 92,3 85,6 - 69
Kropotkinsky dairy combinat 644 381 394 61,2 103,4 - 250
Krasnodarsky 342 380 457 133,6 95,2 +115
Kaloriya 378 446 292 77,2 65,5 - 86
Total on the processing enterprises 6201 5535 5032 81,1 90,9 - 1169
The other processing enterprises and the organizations 2526 2363 2585 102,3 109,4 +59
Total 8727 7898 7617 87,3 96,4 - 1110
28 large and medium-sized processing enterprises and organizations are engaged in production of animal oil. The largest producers of oil in the region are "Bryukhovetsky MKK", "Nadezhda", "Syrodel", "Kubarus-Moloko", "Krasnodarsky". More than 53% of the general production of animal oil in the Krasnodar Krai fall to the share of these enterprises. It is possible to note that "Kaloriya" reduces production of animal oil every year. Therefore, in 2014 in comparison with 2013 the volume of release decreased on 154 t. The market share of the made oil by "Kaloriya" in 2014 made 4%. It is the lowest indicator of investigated enterprises (Mullinova, 1998). However, it testifies only that reduction of release of one types of production leads to increase in outputs by other types of production. In general, for the analyzed period volumes of production in the enterprise increased. The major factors promoting increase in production are the following:
- increase of production of commodity types;
- reduction of losses and other expenses;
- prevention of t excessive remains to the end of the year.
Thus, in the sphere of milk processing there is a gradual concentration of dairy products on large and average milk-making enterprises (Mullinova, 1998).
Studying output and range of production, we l carry out SWOT-analysis for "Kaloriya". It is the method of strategic planning consisting in identification of factors of internal and external environment of enterprise or organization and their division into four categories. Factors of internal environment are strong and weak sides; external factors are opportunities and threats (Maysak, 2013).
TABLE 4. SWOT-ANALYSIS OF "KALORIYA" ENTERPRISE
Strengths Weaknesses
- favorable arrangement (in the center of the Krasnodar Krai); - the developed production base (access roads, new equipment); - high reputation; - strong managemental team; - existence of qualified personnel; - high quality of products; - control on all production sites; - existence of financial and material resources. - seasonality of raw materials provision (it is better in summertime, than in t winter); - the long period of funds turnover, in connection with numerous receivables; - dependence of outputs on a source of raw materials, and unstable staple price.
Opportunities Threats
- expansion of the range of made production; - volume increase of made production; - development of new sales markets. - flexible price policy of competitors; - unstable deliveries of raw materials; - financial risks (inflation).
The obtained data of SWOT-analysis of "Kaloriya" enterprise shows general situation in the enterprise is favorable. Thanks to initiative creative approach to production process of enterprise staff, the product range constantly is replenished with new names. "Kaloriya" has new equipment, highly skilled personnel, high reputation on the market of consumers, and seeks to enter new sales markets. Replenishment of the range of products allows maintaining competitiveness of the enterprise at the high level.
It would be desirable to note that carriers of competitiveness of the region are neither production, nor technologies, but the processing enterprises. The economic climate depends on degree of the enterprises at the regional level, their variety of principles and mechanism of interaction among themselves and their environment.
All this forces would cram regions to use more stoutly the general potential, which they have. Therefore, it is possible to estimate competitiveness based on definition of existence and level of development of those components of potentials, which the region has. It in turn it allow to increase efficiency of their use and promote increase regional competitiveness level.
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