The quality and competitiveness of any product largely determines its success in the market. The economic and social life of both the state as a whole and the individual consumer depends on how successfully this issue is resolved. Competitiveness is a multifaceted concept that means compliance of a product with market conditions, the requirements of the final consumer of products for price, delivery time, distribution channels, quality of service, and so on.
Instructions
Step 1
For a correct assessment of the competitiveness of a particular product, find its analogue on the market. The estimated parameter is a relative concept that is tied to a specific market and time of sale.
Step 2
Assess the consumer qualities of a competing product. To what extent does it satisfy the corresponding need? Does the object perform any additional functions in addition to the main one? What is the difference between a competing product's feature set and a product that you want to measure competitiveness?
Step 3
Determine how long-term the product's potential is. To maintain competitiveness, it is necessary that the product remains attractive to a potential consumer over a considerable time distance. Of course, there are products that quickly become obsolete in moral terms, but in this case, it is necessary to provide for the timely expansion of the product line and the release of new, improved modifications.
Step 4
Conduct a comparative assessment of the price characteristics of your product and that of your competitors. In order to maintain competitiveness, the difference in price should be compensated by a set of additional functions, ease of use, and the presence of a developed service.
Step 5
Consider the ergonomic parameters of the product, assessing it from the point of view of compliance with the characteristics of the human body. The product should be convenient to consume or carry out production operations with it. The inadequacy of products to the requirements of ergonomics makes the competing position weaker and more vulnerable.
Step 6
Evaluate the aesthetic indicators: expressiveness, rational combination of product size and shape. Such characteristics determine the external perception of the product, which greatly influences the direct choice of the consumer at the time of making a purchase decision.
Step 7
Conduct a qualitative analysis of the product for compliance with its technical regulations, state production and consumption standards. Check if the product violates the current legislation of the country you are targeting.
Step 8
Carry out a comparative (qualitative and quantitative) assessment for all the indicated positions. Create a spreadsheet that includes the parameters of the product being assessed and the characteristics of several samples offered by competitors. As a result, you will be able to visually assess how competitive your products are, as well as identify weaknesses that should be strengthened with additional benefits.
