Competitive strategy for companies

In modern society, where the vast majority of people aspire to become entrepreneurs, most of them can not even imagine that in a market economy, they do not look for the stable and higher income. Part entrepreneur success will depend on its a clear understanding of its activities, as well as its efficiency. However, it should not forget the variety of competitors.

Thus, a key element in entrepreneurial activity is the choice of competitive strategy. That depends on it further Company position in the marketplace.

What is the "competition" in the general concept for us? Аccording to

Federal Law of July 26, 2012 number 135- FZ "On the Protection of" competition, rivalry between economic entities during which the independent actions of each of them is eliminated or It limited the ability of each of them to unilaterally influence the general conditions in the relevant goods product market.

The basis of competitive market behavior of the base competition strategy. It allows you to give a description of the scheme, which is

It shows the advantages of the company over its competitors, as well as It is a major factor in the orientation of the company strategy. Follow the "life" of the enterprise will depend only on the correctness of its selection. There are four types of competitive strategies: violentnaya ( "Power") strategy patientnaya (niche) strategy kommutantnaya (Adaptive) strategy, ruderal (Pioneer) strategy.

Let us consider each of them.

Violentnaya ("power") strategy is a strategy dominance in a vast market. The orientation of this strategy aims: first, to reduce production costs, which It implies a reduction in sales prices; secondly, on a high performance. This can be achieved through the organization of medium-quality mass production of goods, which satisfy the mass buyer. This strategy is popular among the majority large companies. They produce goods in a wide range, with its periodic updating, which together with price accessibility allows to attract the wider buyers. As this It helps to hold large-scale advertising campaigns.

Representatives this strategy are: the largest fast-food chain «McDonald's», automotive corporation «Toyota», «Chevrolet», tobacco products «Marlboro», «Camel».

Next strategy patientnaya (niche) strategy. It focused on high-quality limited edition specialized products. The main desire of the enterprise, Select this strategy is the avoidance of direct competition with leading companies. They try to find a kind of market a niche that will be available for Violentyev. However, they will be the perfect complement for themselves by creating Violentyev market diversity. Do not forget that they are also actively trying to find and generate specific needs. Due to the narrow specialized companies, has chosen this strategy, it provided a high level of scientific and technical progress and the high qualification of its personnel. Patent strategy is characterized by smaller, medium-sized to small firms. A striking example of the application of this strategy will be the company AGRO-3, dealing with the supply of equipment, engineering in the field of industrial services.

Kommutantnaya (adaptive) strategy. its main direction is considered to be a reference point on the needs, which are subject to frequent changing nature, and a small amount brevity. The specificity of this strategy is that it designed to maximize rapid solution of the above needs. Most often it is the small firms choose this competitive strategy. Typically, companies do not have the data equipment and highly qualified scientific and technical Backlog. However, qualification of personnel, allowing them to quickly to adapt to the constant changes in market demand. The cases that Russian private companies have resorted to the choice of this strategy. These include: metallurgical company "Russian Aluminum" and "Metalloinvest" company wholesale Trade "SIA International" and "Protec", as well as chemical companies Industry "Fosagro" and "EuroChem".

Ruderal (Pioneer) strategy is a strategy, are guided by innovation and instilling new needs. This strategy inherent in the era of post-industrial development and reactions entrepreneurs to changing market conditions. Company, its implement, should have a high scientific and technical progress and behavior, appropriate entrepreneurial style. But it is worth noting that this competition strategy is under great risk. Very often, the proposed product

It does not find consumer. In case of success, the firm gets pretty high income. The most obvious examples are the "pioneers" in the release PCs: «Apple», «Zenith" and so on, as well as biotechnology «Genentech».

The above strategies are the most common among manufacturers. This classification has been competitive strategies L.G.Ramenskim presented. But M. Porter He highlighted their views competitive strategies of enterprises:

• 1)    The cost leadership strategy. The meaning of this strategy It lies in the fact that the manufacturer deliberately seek to reduce costs of production, in order to produce products, in particular branch, with the least cost. An example for this strategy "Pyaterochka" will be a chain of stores. If the supermarket business margin is about 40%, in the "Pyaterochka" only 10-12%. In resulting products are 10-15% cheaper than the retail market, and 20-30% cheaper than in supermarkets and hypermarkets.

• 2)    Differentiation strategy. The main objective of this strategy is the pursuit of differentiation of products and services that result will make it possible to fully satisfy the needs of the buyer, that likewise suggests raising prices. This strategy It is popular among car companies BMW and Mercedes. They released a limited line of exclusive models, enabling to set a higher price and thus promote the creation of a certain reputation.

• 3)    The strategy of market niche. This strategy focuses its focus on key market segments and is valid only on a strictly certain circle of consumers to meet their needs, either by price, or due to high-quality goods and services. An example application of this strategy will be the company Electrolux, it strategy has helped the company to find an interesting niche market refrigeration equipment -refrigerators for caravans and boats.

There are common disadvantages in choosing one or another strategy. In First of all, this is a weak personal orientation. Often businessman throws all the forces of the opposition predpriyatiyam competitors and does not think about the features of your control firm. Also, do not forget that the competition is conducted for Consumers account. Therefore, a key objective of the struggle between competitors is to win the consumers, not just targeted actions against business rivals.

Used sources:

• 1.    Porter, ME Competition: Ouch. allowance. - ᴨȇr. with Eng. / Ed. I'M IN. Zablocki.- M. - SPB 2001: 495s.

• 2.    Andreeva L. A look at the system as a competitive dynamics sustainable economic development // The Economist - 2004 №1-s.81-89

• 3.    A. Belkovsky Competitive Strategy in Russia 2004 №5 s.3-11

• 4.    Competitive strategy of the company [Electronic resource] // saving the company/URL:http://www.grandars.ru/college/ekonomika-firmy/konkurentnaya???strategiya.html

  "Экономика и социум" №9(28) 2016