Russian Federation
Kemerovo, Russian Federation
UDK 33 Экономика. Экономические науки
Competitiveness ensures the effectiveness of the enterprise both in the long and short term of its activity within a particular market segment. This criterion reflects the enterprise's ability to meet the needs of customers and use available resources. It reflects the conformity of products to market requirements, as well as their qualitative and quantitative characteristics. Ice cream production sector will continue to grow in the medium term, and the industry's prospects will depend on the effective marketing policy. The present research assessed the competitiveness of Kemerovo Khladokombinat LLC (a refrigeration plant) on the local market of ice cream producers. It revealed the main directions for increasing the competitiveness of this enterprise. The assessment was based on the market position of the enterprise regarding the growth in demand for this product and the market share held by the enterprise. The analysis used a Boston Consulting Group (BCG) matrix. The analysis also involved the method of expert scoring and Michael Porter’s Five Forces model. A SWOT analysis helped to assess the market position of Kemerovo Khladokombinat LLC. The competitiveness of the company in question was assessed as high, compared to other enterprises engaged in the production and marketing of ice cream on the local market. The following recommendations can help the company to cement its place: Kemerovo Khladokombinat LLC should 1) strengthen its marketing component, 2) improve work with suppliers of raw materials in order to improve product quality and reduce production costs, 3) pay attention to its financial state.
competition, competitiveness, SWOT analysis, ice cream, efficiency, region
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