IMPROVING THE MANAGEMENT OF THE COMPETITIVENESS OF PRODUCTS AT FOOD INDUSTRY ENTERPRISES

Анотація

The academic paper substantiates a number of recommendations for improving the conceptual foundations of building a system for managing the competitiveness of products at food industry enterprises. Setting of objectives for the implementation of this process should be determined exclusively for each individual product name, taking into account the stage of its life cycle, external and internal conditions for the enterprise operation, and the chosen corporate strategy. As a part of the product competitiveness management system, it is proposed to form three subsystems: quality management, cost management, and product marketing support management. Structuring the quality management system, according to the main groups of single indicators, is of practical interest. Taking into account the specifics of the products of the food industry, it is proposed to structure the specified system, according to three groups of indicators characterizing the microbiological, physicochemical, and organoleptic properties of the products. In each of these blocks, the following actions should be carried out: establishment of a range of permissible values for each indicator; control of compliance with the latter; staff motivation. Within the cost management subsystem, it is advisable to single out a separate block dedicated to the optimization of direct material costs in order to ensure the optimal price-quality ratio by the criterion of maximizing profits from product sales. One of the main reasons hindering the application of the process approach in managing the competitiveness of products is the lack of formalization and systematization of methods for its implementation. In this regard, the author's solution to this problem is proposed in the context of the implementation of the function of planning the competitiveness of products. In particular, the expediency of using the author's algorithm for the formation of an optimal program for increasing the competitiveness of products has been substantiated. An effective mechanism for motivating the participation of personnel of food industry enterprises in activities aimed at increasing the competitiveness of products has been proposed.

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