Rating of the competitiveness of ketchups sales in Republic оf Belarus
https://doi.org/10.47612/2073-4794-2021-14-1(51)-69-78
Abstract
The assessment of the competitive advantage is based on the essence of value, which is the source of obtaining an advantage and dependents on its content, the scale of distribution and other conditions. In this case, the use of indicators is the most important condition and understandable for the consumer, because these indicators are the subject of any competition. The analysis of the competitiveness shows that most of the proposed methods are based on the use of various financial coefficients for analyzing the activities of enterprises, the competitiveness of certain types of products. The determination of the competitiveness index allows you to establish the rating strength of the competitive advantages of products trademarks.
In order to determine the competitive advantages of ketchup, presented in the trade network of Belarus taking into account the indexes of consumer and economic parameters, 15 studied samples have been calculated. The authors identified the fallowing competitive advantages of ketchups: composition, category, brand, packing, labeling, quality level. Further, the coefficients of the weight of the competitive advantages of the samples were calculated and the assessment of the total value of the competitive advantages was carried out, taking into account the degree of the weight. Based on the calculated indexes of consumer and economic parameters, the competitiveness of the samples has been determined and the rating of ketchup has been also assigned.
As a result of the research, the rating is the following: among ketchups of the category «extra» — ketchup of the trademark «Schedro», among ketchups of the category «highest» — ketchup «Gusto», among ketchups of the category «the first» — ketchup «Iam Heppy», among ketchups of the category «the second» — ketchup «Tomato Signor».
About the Authors
E. V. Roshchinа
Educational Institution «Belarusian Trade and Economic University of Consumer Cooperation»
Belarus
Belarus
Roschinna Elena V. — Ph.D. (Ingineering)
50. Prospect October, 246029, Homel
T. V. Vasiuta
Educational Institution «Belarusian Trade and Economic University of Consumer Cooperation»
Belarus
Belarus
Vasyuta Tatiana V. — is a Ph.D student
50. Prospect October, 246029, Homel
References
1. Roshchina E. V., Zhidkova A. E., Vasyuta T. V. Competitive advantages of ketchups sold on the market of the Republic of Belarus. Kachestvo tovarov: teoriya i praktika: sb. dokl. Mezhdunar. nauch.–prаktich. konf. [Quality of goods: theory and practice: collection of articles. report Int. scientific — prаktich. conf. ]. Vitebsk, 2012, рр. 309 (in Russian).
2. Furs I. N. Competitiveness of food products: textbook. Allowance. Minsk, IСC of the Ministry of Finance Publ., 2004. 346 p. (in Russian).
3. Mikhareva V.A. Strategic marketing. Minsk, Grevtsov Publ. House, 2009. 208 p. (in Russian).
4. Magomedov Sh.Sh. Competitiveness of goods. Moscow, Publishing and Trade Corporation «Dashkov and K °», 2003. 294 p. (in Russian).
5. Ageeva N.G. Competition and Competitiveness Handbook. — Kurgan, Publ. house «Kurgan», 2002. 120 p. (in Russian).
6. Voronov A.A. Competition and competitiveness: quantitative methods of assessment. Krasnodar, Publ.Cub. state un-t, 2002. 163 p. (in Russian).
7. Zvezdova A.B., Radin A.A. Marketing research and product competitiveness: textbook. manual for universities. St. Petersburg, BSTU “VO-ENMEKH”, 2005. 127 p. (in Russian).
8. Grebnev E.T., Novikov D.T., Zakharov A.N. Analysis of the competitiveness of products. Marketing v Rossii i za rubezhom [Marketing in Russia and abroad], 2002, vol. 29, no. 3, pp. 136-141 (in Russian).
9. Pechenkin A.N, Fomin V.N. About the assessment of the competitiveness of goods and commodity producers. Marketing [Marketing], 2000, no. 2, pp. 23-26 (in Russian).
10. Roshchina E.V., Lisovskaya D.P. Commodity examination (in the industry). Food products: a course of lectures for students of the specialty 1-25 01 09 “Commodity science and examination of goods”, specialization 1-25 01 09 01 “Commodity science and examination of food products” .Gomel: educational institution «Belarusian Trade and Economic University of Consumer Cooperatives», 2011. 172 p. (in Russian).
11. Fatkhutdinov R.A. Competitiveness. Moscow, Marketing, 2002 . 250 p. (in Russian).
12. Akulich I.L. Marketing: textbook. Minsk, Vys. shk. Publ., 2000 . 447 p. (in Russian).
13. Kozhekin G. Ya., Meserbiev S.G. Enterprise marketing: textbook. manual. Minsk: Book House Publ., 2004. 40 p. (in Russian).
14. Gorbashko E.A. Quality and competitiveness management: textbook. manual. St. Petersburg, Publishing house of SPbGUEF, 1998. 207 p. (in Russian).
15. Roshchina E.V., Lyugovskaya E.V. Competitiveness and competitive advantages of food products. Tekhnika i tekhnologiya pishchevykh proizvodstv: sbornik tezisov dokladov XI Mezhdunarodnoy nauchno-tekhnicheskoy konferentsii, 20-21 aprelya 2017 g. ,Mogilev [Technique and technology of food production: collection of abstracts of the XI International Scientific and Technical Conference, April 20-21, 2017, Mogilev] / UO “Mogilev State University of Food”; [ed. A.V. Akulich] . Mogilev, publ. MGUP, 2017, p. 380 (in Russian).
16. Roshchina E.V., Nesterova V.A., Rezakova V.V. Competitiveness of bakery products produced in the Republic of Belarus. Peredovyye pishchevyye tekhnologii: sostoyaniye, trendy, tochki rosta: Sbornik nauchnykh trudov I nauchno-prakticheskoy konferentsii s mezhdunarodnym uchastiyem [Advanced food technologies: state, trends, growth points: Collection of scientific papers of the I scientific-practical conference with international participation]. Moscow, Publ. MGUPP, 2018, pp. 241-248 (in Russian).
17. Commodity research and examination of food products, commodity examination: a manual for the implementation of term papers for students. Gomel, Publ. educational institution «Belarusian Trade and Economic University of Consumer Cooperatives», 2012, 100 p. (in Russian).
18. Roshchina E. V., Vasyuta T. V. Scientific substantiation of the relevance of the development of tomatocontaining canned food. Molodezh’ v nauke i predprinimatel’stve: sbornik nauchnykh statey VII mezhdunarodnogo foruma molodykh uchenykh [Youth in science and entrepreneurship: collection of scientific articles of the VII international forum of young scientists]. Gomel, 2018, pp. 285–288 (in Russian).
19. Roshchina E.V., Vasyuta T.V., Paromchik I.I. Improving the quality of ketchup produced by the private unitary enterprise «Molodechno food processing plant». Pishchevaya promyshlennost’: nauka i tekhnologii [Food industry: science and technology], 2018, vol. 21, no. 3, pp .25-29 (in Russian).
20. Roshchina E.V. Kuznetsova Yu.P., Vasyuta T.V. Scientific substantiation of increasing the competitiveness of ketchup. Potrebitel’skaya kooperatsiya [Consumer cooperation], 2014, vol. 45, no. 2, pp. 55-61 (in Russian).
Review
For citations:
Roshchinа E.V., Vasiuta T.V. Rating of the competitiveness of ketchups sales in Republic оf Belarus. Food Industry: Science and Technology. 2021;14(1):69-78. (In Russ.) https://doi.org/10.47612/2073-4794-2021-14-1(51)-69-78
Views: 219
Email this article 