Managing the competitiveness of products at an industrial enterprise (on the example of JSC NPO Electropribor-Voronezh)

The article deals with the management of product competitiveness in an industrial enterprise. In market conditions, enterprises operate in conditions of fierce competition, and in this regard, one of the most important tasks is to ensure the competitiveness of products and the enterprise as a whole. Today, it is especially important for each enterprise to correctly assess the current market situation in order to offer effective means of competition that, on the one hand, would correspond to the current market situation in Russia and its development trends, on the other hand, to the specifics of a particular production. The most difficult stages of this work are the understanding of ways to achieve competitive advantages of the product and the development on this basis of measures to improve the competitiveness of products. All this makes the chosen research topic relevant. The experience of recent years suggests that not all domestic enterprises are ready to compete. Many, even with competitive products, due to the lack of practice of using the entire marketing mix, can not realize this advantage. At the same time, the competitive situation is becoming more and more complicated every year by the gradual expansion of the market boundaries and the involvement of foreign firms with significant experience in working in a highly competitive environment. Direct use of this experience in Russian enterprises is often difficult due to the lack of universal schemes of competitive behavior in the market. It should be noted that still has not developed a unified position on the choice of strategy of increase of competitiveness of enterprises in the period of crisis phenomena in the economy, formed the conceptual and methodological framework for such strategy, there are no studies about the influence of factors external and internal environment on the choice of strategy of increase of competitiveness of the enterprise in crisis conditions