КОНКУРЕНТОСПОСОБНОСТЬ ЛОГИСТИЧЕСКИХ ОРГАНИЗАЦИЙ НА ПРИМЕРЕ ООО ТК ФРАХТ (1193902), страница 10

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Market situation (Whether there is a firm at an early stage of growth or a phase of a late maturity).

Today, there are 4 main types of the competitive strategy which are put forward by Philip Kotler.

1. Strategy of "Leader" - when firm takes the dominating position in the market, also it admits both most of buyers and competitors. The leader of the market, as a rule, represents "reference point" for competitors who try either to attack, or to imitate, or to avoid the leader.

Strategy which are applied by "leader":

• Expansion of the market, increase in demand for goods. If there is an expansion in consumption, then the leading firm will win;

• Protection of the share of the market. At a growth in volumes of sales, importance of protection of own share of the market as new competitors are capable to put to the leader notable losses increases;

• Increase in a share of the market. Increase in a share of the market, by results of economic researches, leads to essential growth of profitability of the company.

2. Strategy of the applicant for leadership, "throwing down a challenge" the Firm which is not taking the dominating position can attack the leader, i.e. throw down it a challenge. The purpose of this strategy — to take the place of the leader. At the same time key is a solution of two major tasks: the choice of the base for carrying out attack to the leader and an assessment of opportunities of his reaction and protection;

3. Strategy of "following for leader". "Following the leader" —

this is the competitor with a small share of the market who chooses adaptive behavior, agreeing on the decisions with the decisions accepted by competitors. Such strategy is most characteristic of small business enterprises therefore we will consider in more detail the possible strategic alternatives providing to small enterprises the most acceptable profitability level;

• Creative segmentation of the market. The small firm has to be focused only on some segments of the market on which it can carry out better the competence or has big maneuverability to avoid collision with the leading competitors;

• To effectively use research and development. As small enterprises cannot compete with major companies in the field of basic researches so far as they have to focus research and development on improvement of technologies for the purpose of decrease in expenses;

• To remain small. Successfully operating small enterprises concentrate the attention to profits, but not on increase in sales or a share of the market, and they seek for specialization, but not for diversification;

• Strong head. Influence of the head in such firms is beyond a formulation of strategy and finishing her to employees, covering as well management of the current activity of firm.

4. Strategy of "inhabitants of niches", Firm serves small segments of the market, and does not make the special competition to major companies. Its feature is a specialization on concrete goods / service. Recently began to pay to this strategy attention and big firms.

The company which chose a certain niche tries to obtain essential increase in a value added and profit; she is guided by high brand of profit while the companies operating in the mass markets on large volumes of profit.

The transportation company “Freight Ltd.” has been carrying out a cargo transportation across Russia and abroad since 1992. The company carries a large number of projects, difficult and significant for the Far East region. Company services cover all territory of Russia.

Working with all kinds of transportation, the company renders various services of a cargo transportation, such as:

• Internal cargo transportation;

• External (international) cargo transportation;

• Transportation of oversized cargo;

• Air transportation;

• Rail transportation;

• Road haulage;

• Sea (ferry) cargo transportation;

• Intermodal transportations.

Today, activity of any branch of economy is impossible without cargo transportation. In market conditions, an important factor of competitiveness of transport services is timely and high-quality delivery of freight with small expenses. At the moment, the Russian Federation is in a difficult economic situation that demands from workers of a cargo transportation of special attention at the solution of questions of organizational management and management of a cargo transportation.

“Freight Ltd.” responsibly approaches warehouse activity. The company can give a guarantee to clients that level of service has high level. The wide range of services, a difference of the directions, stable long-term cooperation, timely performance of the signed contracts and prospect of further mutually beneficial cooperation.

The basic principle of the company in relation to the employees – perform competently the work. Relation director-subordinate very loyal on both sides. Employees seriously treat the work and have favorable relation with the higher management. Each of managers treats with respect to each other, try to help with difficult situations.

Thus, it is possible to draw a conclusion that the favorable environment of a workplace, certainly, is huge advantage among competitors in the market of a cargo transportation not only among clients, but also among shots. The company has good reputation in the Far East. The last dismissal was for good reasons in 2012.

The main competitive advantages are:

• Location of head office in the downtown;

• Branches in the different cities;

• Experience in the sphere of a cargo transportation more than 20 years;

• Skilled experts;

• High quality of transportations;

• Full range of services;

• The company has one of the most minimum tariffs for services;

• Transportation by different types of transport;

• High quality of service.

The main weaknesses of the company are:

• Shortage of advertising;

• Shortage of information on concrete location of freight in the general access;

• Seldom the company works with orders in the western part of the Russian Federation.

“Freight Ltd.” takes the leading position of price policy among the competitors thanks to which it shows the main competitive advantage in the market of a cargo transportation.

The enterprises attach great value to the analysis strong and weaknesses for an assessment of real opportunities in competitive fight and development of measures and means at the expense of which the enterprise could increase competitiveness and provide the success.

The organizational measures directed to increase of competitiveness of the enterprise can be reduced to the following:

- providing the technical and economic and quality indicators creating priority of the enterprise in the market;

- change of quality of a cargo transportation and its technical and economic parameters for the purpose of the accounting of requirements of the consumer and his concrete inquiries, increase of attention to reliability of a cargo transportation;

- identification and ensuring advantages of rendering of services of a cargo transportation in comparison with competitors;

- detection of advantages and shortcomings of services of the cargo transportation which are carried out by competitors and the corresponding use of these results at the enterprise;

- studying of actions of competitors for improvement of similar services with which they act in the market, and development of the measures giving advantages in comparison with competitors;

- definition of possible improvements of a cargo transportation by increase of qualitative characteristics, for example, such as: reliability, profitability, professional development of employees;

- identification and use of price factors of increase of competitiveness of the company, including, applied by the rival enterprises (discounts from the price, terms and the volume of guarantees);

Thus, the assessment of competitiveness of the enterprise in the concrete market or its segment is based on the careful analysis of technological, production, financial and marketing capabilities of the enterprise, it is urged to define potential opportunities of the enterprise and action which the enterprise has to undertake for providing competitive positions in the concrete market.

The company needs to analyze all parameters allocating strategic groups within branch. It needs to know what quality, characteristics and completeness of each goods of the competitor, and also all about service of consumers, a pricing policy, a zone of distribution of goods, strategy concerning trade personnel, programs in the field of advertising and sales promotion. It has to study in detail each strategy in the field of researches and developments, productions, purchases, financings and other strategy of competitors.

In the course of search of weaknesses of competitors, the company has to seek to revise all assumptions concerning the entrepreneurial activity and the market which are not true.

1. Creation of a favorable image of the company (advertising, actions for customer acquisition, discounts, actions). At the moment, the company has no great popularity for this reason, she needs to hold marketing events. The company has to put the resources in advertising to attract new clients. At the moment, use services of “Freight Ltd.”, generally only regular customers or the organizations. The image of firm which exists in consciousness of employees is its internal image. The image of firm in consciousness of clients, competitors, partners, that is the people who are not among employees is an external image of firm. Also, will allow to work over highly company highly - the qualified employees. Professional development of workers. Improvement of qualification of workers will allow the company to come to new level. The good expert is a good judge of a cargo transportation and will be able to answer any question. At the moment, unfortunately, minus in the company is that not each manager can answer the shown question from the client, thereby complicating it a task. It is much simpler to client to obtain all information at once, but not to be redirected to other manager.

2. Expansion of spheres of action. Expansion of spheres of action and geography of work will allow the company to come to new level among competitors, to thereby increase the competitiveness. Clients favorably treat the companies which kind of activity are a cargo transportation which has a wide range of the cities throughout the territory of the Russian Federation. Perhaps, in the future, the company will be able to improve the commercial relations with the international partners, such as China, Japan, Mongolia and Kazakhstan.

3. Creation of uniform information base in all directions. As the company has a problem that managers of various directions cannot answer questions from clients concerning other directions, it is necessary to create uniform information base of tracking of freight. At the moment, the client who called office of the company will be redirected to the necessary direction manager that provides inconveniences for the client. The client needs to write down a phone number, or to remember it. It would be much simpler to install the program which will be responsible for information on deliveries. Also, it will be a competitiveness indicator as not each firm in the Far East has an opportunity to use such program.

The system will have to meet such requirements as:

• Reliability;

• Safety;

• Information security from unauthorized access;

• Data are stored according to the available documents;

• Protection against emergencies;

• Training of personnel in rules of work with system.

Thus, the problem of increase of competitiveness of the enterprise is actual for any enterprise, especially at the present stage. The competition is very thin and flexible mechanism. The competition acts as a powerful factor of concentration of production, its character depends on development and extent of monopolization of production.

In modern economy to create the competitive enterprise, it is necessary not just to modernize production and management, but also accurately the nobility for what it becomes what objectives have to be achieved. One has to be the main thing at the same time: ability to define, quickly and to effectively use the comparative advantages in competitive fight. In the conditions of competition strengthening the analysis of competitiveness of the enterprise, its factors of particular importance.

The purpose of this thesis was studying of the concept "competitiveness". These objectives were achieved at the expense of the solution of a number of tasks, namely:

Theoretical and methodological aspects of the analysis and assessment, increase of competitiveness of the organization were studied;

2. The analysis of competitiveness on the example of the chosen organization within which were analyzed was carried out: a financial condition, an arrangement of competitive forces in the market, was will carry out the comparative analysis of competitors, SWOT analysis of the enterprise;

3. The main problems and ways on their elimination were revealed;

4. Ways on improvement of competitiveness of the enterprise were offered.

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