2017 год, Ц48, Балахонцева Т.Ю. (1213642), страница 12
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In this situation, the industry is quite strong competition, both due to lower prices and sales promotion, and due to technological innovations that allow producing better and faster construction.
Based on the analysis of strengths and weaknesses of «SMD» LLC there are some strengths can be identified: a skilled workforce, an established system of training employees (working link); high level of service, quality of service; great experience in improving production processes; balanced credit policy; its own production of building materials.
Among the weaknesses are: high price of services; Depreciation of fixed assets, need for repairs / purchase of equipment; lack of a clear policy on management of accounts receivable and accounts payable. Strengths of "SMD" allow it to maintain a worthy position, and they say that the company is primarily focused on satisfying the needs of customers.
Presence of own production of building materials, as well as a balanced credit policy, allow creating a flexible system of payment, including long-term deferred payment for companies-customers.
The high price for services is caused, first of all, by permanent breakdowns and deterioration of equipment, as well as the need for its modernization. Lack of investment in marketing, does not allow the company to properly analyze market and technology changes.
As a threat to the enterprise, competition can be distinguished. A number of companies of competitors providing similar goods, works and services can offer not only lower prices, but also the application of the latest technology of contract work. This makes it difficult to enter new markets. In addition, there is a real threat of losing existing customers.
To prevent possible threats, "SMD" company has the opportunity to constantly upgrade the level of servicing of the modernization of existing equipment and purchase of a new one, which has obvious advantages.
The conducted research made it possible to identify the direction in which the company should use the opportunities to implement the strategy to improve its efficiency - mastering advanced technologies in order to gain additional market shares.
Strengths of "SMD" company allow it to maintain a worthy position, and they say that the company is primarily focused on satisfying the needs of customers. To this end, since its inception, it has been pursuing a strict policy in the field of quality control, and is investing resources in the training of employees (workers).
Presence of own production of building materials, as well as a balanced credit policy, allow creating a flexible system of payment, including long-term deferred payment for companies-customers. The high price for services is caused, first of all, by permanent breakdowns and deterioration of equipment, as well as the need for its modernization.
The lack of its policy does not allow the company to properly analyze market and technology changes. As a threat to the enterprise, competition can be distinguished.
A number of competitors' companies that provide similar work can offer not only lower prices, but also the application of the latest contracting technology. This makes it difficult to enter new markets.
In addition, there is a real threat of losing existing customers. To prevent possible threats, "SMD" LLC has the ability to constantly upgrade existing equipment and buy a new one that has obvious advantages.
In the province there is a revival of the construction of industrial real estate, which enables the company to expand the market for its services. Restoring effective demand from potential customers will give an opportunity to develop the company as a whole.
The conducted research made it possible to identify the direction that the enterprise needs to use to improve its efficiency - mastering advanced technologies to conquer new markets. Strengths include a high level of service and the availability of own production of building materials, the weakest side of the enterprise is a high price for services.
The main threat is the competition in the market, as well as the continuous improvement of technology. The company has opportunities for development: improving the level of service, attracting new customers through the growth of construction of industrial real estate, as well as the introduction of new technologies and investment in marketing.
The most significant decision, which has the highest quantitative assessment, is the implementation of a comprehensive program of reconstruction and technical re-equipment.
Because of the threat of the emergence of substitute goods, the pressure of suppliers and the pressure of consumers, a sufficiently strong influence on the activity of the enterprise, the release of new types of products, the provision of additional services and the production of work will reduce such threats as the emergence of new technologies and reduce the dependence of the enterprise on one consumer, and get additional market share.
Updating equipment and improving the technological process will also improve the quality of products, and as a prerequisite for this, can be realized by using the strengths of the organization.
As a result of the analysis of factors of the external and internal environment, it is necessary to develop a further strategy for the development of Company.
The long-term and efficient work of "SMD" LLC is determined by a justified choice of strategic benchmarks that allow realizing the development potential of the organization. Successful choice of strategy leads to achievement of the set long-term goals of the organization, which ensures sustainable economic growth and development.
Today, the strategy of "SMD" LLC is that the enterprise is not in a crisis state and the management of the organization takes actions to retain its share in only three market segments: the construction market for buildings and structures, the supply of constructed facilities with materials of its own production, and the design of a small number of industrial facilities .
Proceeding from this, it is necessary to develop a strategy for expanding the market, allowing to increase the income of the organization and to strengthen its financial condition as a whole by investing in an additional type of activity.
The proposed development strategy is to increase the competitiveness of an enterprise in the capital construction market through the receipt of state orders.
Due to the specifics of the industry, it is necessary to develop a number of measures that would allow creating a competitive advantage that would create a barrier between Company "SMD" and competitors. In this situation, the developed strategy of the enterprise can become a definite competitive advantage.
As a result of the competitiveness analysis of "SMD" LLC it was determined that the enterprise has a sufficiently strong competitive position in its market. To strengthen it, it is proposed to win an additional market share. It is proposed to enter the public procurement market for participation in capital construction.
Then, as the main root competence for company "SMD" under this strategy, we will determine the conquest of the capital construction market at the expense of state orders for increasing competitiveness. On the picture, the structure of the root competencies of Company "SMD" in implementing this strategy is shown.
The conquest of the capital construction market at the expense of state orders to increase competitiveness
Managerial competences
Production competences
Investment and financial competencies
Personnel competencies
Competences in the field of information technology
Production competences.
The development of the enterprise is an important stage both for its functioning and for reaching the best economic indicators based on the results of operations.
In order to reach planned targets, taking into account their growth, the following measures should be envisaged:
-expansion of the scope of the enterprise's activity with deep penetration into the capital construction market;
-to achieve a higher quality of work production in comparison with competitors;
-introduction of new modern technology in construction and production;
-development in the production of new types of products in accordance with the needs in the sales market;
-improving the quality of products;
-decrease in the level of material consumption and energy intensity of the products;
-Improvement of the logistics system;
-development and adoption of measures to improve the efficiency of the management process on the line;
-carrying out measures for economical consumption of raw materials, fuel, materials, energy in order to prevent losses in production.
Investment and financial competencies.
To achieve the development goals, the following activities should be carried out:
-the formation and implementation of an investment program for the purchase of construction equipment, mechanisms, equipment and tools for the implementation of specific production programs and renovations of fixed production assets;
-formation and execution of an investment program for the purchase of office equipment that meets the requirements of software for accounting systems, financial planning, production design and management of the enterprise;
- it is necessary to ensure the timely and complete compilation of primary documents at all stages of production and financial activities that form the income and expenses of the enterprise;
-It is necessary to monitor the reliability of accounting and management reporting data, the amount of work in progress, as well as ensuring rational and targeted use of the company's circulating cash assets, the size of inventory;
- it is necessary to make long-term production programs aimed at creating financial attractiveness of the enterprise;
-conclude agreements with a group of credit institutions that provide the most favorable conditions for obtaining borrowed funds on the principles of competition;
-ensuring interaction with the ministry-customers in order to reduce the time for the documents to run when accepting the work performed and financing them.
Personnel competences.
The main directions of the personnel policy of the organization are:
-marketing activities in the field of personnel;
-planning the organization's staffing needs;
-forecasting the creation of new jobs, taking into account the introduction of new technologies;
- organization of attraction, selection, evaluation and certification of personnel, career guidance and labor adaptation of personnel;
-selection and placement of personnel;
-development of incentive schemes and motivational mechanisms to increase interest and satisfaction with work, pay;
-Rationalization of expenses for the personnel of the organization;
-development of personnel development programs to address not only today's, but also future tasks of the organization by improving the training systems, promoting employees and preparing a reserve for promotion to senior positions; Organization of work and workplace;
-development of employment and social programs;
-effective distribution and use of workers employed in the organization, rationalization of their numbers;
-management of innovations in personnel work; ensuring the safety and health of personnel;
-Analysis of the reasons for the release of personnel and selection of the most rational options;
-ensuring a high level of quality of labor, working life and labor outcomes;
-development of projects for improving the management of the organization's personnel and assessing social and economic efficiency.
The main goal of the HR department is to ensure the organization of personnel, their effective use, professional and social development, and personnel capable of effectively solving the tasks of the organization in market conditions. The new personnel policy assumes the restructuring of the work of the personnel department.
To implement these activities and maintain effective work in the future, it is planned to improve the organizational structure of the personnel department of the organization. It should have units with the goal of carrying out all the functions assigned to it.
Competence in the field of information technology.
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