ANALYTICAL ASSESSMENT OF MANAGEMENT OF COMPETITIVENESS OF AUTOSERVICE ENTERPRISES OF UKRAINE

Abstract

Introduction. The problem of competitiveness management occupies one of the leading positions in the economic policy of the state. Competitiveness management applies to all levels of the hierarchy: industry, region, products, services and the state as a whole. But the notion of “enterprise competitiveness” is of particular importance, since this entity is the mainstay of the economy. The main factor is the ability to withstand competition over similar types of products and services in a specific market and create the right conditions to promote them. Describing the peculiarities of the development of competition in the market of car services, it should be noted that it largely involves the formation of each product appropriate policy. Methods. The fundamental provisions of modern economic science, the works of scientists are the theoretical and methodological basis of the article. The following methods were used in the course of the research, in particular: analysis and synthesis - to study the object and subject of the research; abstract and logical (theoretical generalizations and formulation of conclusions); constructive and experimental (formation of management decision by means of analytical support). Results. According to the results of the research, it is revealed that today the Ukrainian car service market is represented by three types: independent car service; authorized car service; network car service. It is clarified that the competitiveness of car service is determined by three groups of indicators: indicators that characterize economic parameters; indicators that characterize factors of production; regulatory parameters. The strengths and weaknesses of car service companies are investigated with the help of peer review. SPACE-analysis of the influence of the main micro and macro-marketing factors on the activity of car service enterprises of Ukraine is conducted. The quantitative assessment of the SWOT - analysis of the external environment of the competitiveness of car service companies has been determined. A point evaluation of the criteria of influence of the external environment on the formation of competitiveness of car service enterprises of Ukraine is made. Discussions. The obtained theoretical and applied recommendations can be used to improve the existing approaches to creating the competitiveness management of car service companies, to identify the degree of their implementation.