Оцінювання конкурентоспроможності ПАТ "Запоріжсталь" в умовах євроінтеграції

Abstract

У статті розглянуто оцінювання конкурентоспроможності ПАТ «Запоріжсталь». Виокремлено можливості ефективної діяльності ПАТ «Запоріжсталь»: збільшення частки ринку через втрату позицій конкурентами на східній території України, нарощування об’ємів виробництва продукції через активізацію будівництва, введення сучасного обладнання, розширення діяльності на Європейських ринках збуту тощо.Introduction. The paper considers the assessment of the competitiveness of PJSC "Zaporizhstal". The purpose of the paper is to assess the competitiveness of PJSC "Zaporizhstal". Results. PJSC "Zaporizhstal" occupies a stable position in the metallurgy market, but management should pay attention to the level of advertising activities. The following can be selected as comparable areas of activity of the enterprise and its main competitors: the image of the company; quality, which is expressed in the product's compliance with the high level of goods of market leaders and is revealed during field marketing research: market price, taking into account possible discounts or mark-ups; finances - both own and easily mobilized: trade from the point of view of commercial methods and means; after-sales service, which allows the enterprise to secure a clientele, external policy, which represents the ability of the enterprise to positively manage its relations with the press and public opinion; pre-sales preparation, which characterizes the enterprise's ability not only to anticipate the requests of future buyers, but also to convince them of the exceptional possibilities of satisfying these needs. The list of questions can be detailed and supplemented by questions on the competitiveness of services and the effectiveness of marketing activities. Conclusions. The possibilities of effective activity of PJSC "Zaporizhstal" are highlighted: increasing market share due to the loss of positions by competitors in the eastern territory of Ukraine, increasing production volumes through the intensification of construction, the introduction of modern equipment, expanding activities in European sales markets, etc.