Assessment of industry competitive positions (on the example of “KVIL Paints” Factory LLC)

Abstract

The article presents the results of evaluating the competitive position of the industry on the example of a company in the paint industry. The influence of external and internal factors on the company's competitive potential is analyzed. Analysis and evaluation of the driving forces in the industry were performed using the "5 competitive forces" model by Michael Porter. Given the systematization of the characteristics of company management in a competitive environment. The study identifies such problematic aspects of a regional holding in the modern competitive environment as the lack of effective strategic development focused on a narrow segment; the effective work of the sales department is not fully carried out; there is a low level of profitability of sales; a low market share. Among the positive aspects, there is an effective policy of diversification, a wide and deep range of products; the use of modern technologies in production; building an effective motivation system; the tendency to increase the profitability of production activities. Based on the assessment of the competitive position of the “KVIL Paints” Factory LLC, recommendations were developed to improve its competitiveness.