COMPETITIVENESS ESTIMATION OF FRUIT AND VEGETABLE ENTERPRISE COMPANIES OF THE REPUBLIC OF KAZAKHSTAN
Ключевые слова:
Industry, production, fruit and vegetable industry, power of consumers, threat of substitute products, strategy, competition.Аннотация
The article discusses the activities of enterprises associated with the fruit and vegetable industry. The
role of this enterprise is great because it is associated with the production, as well as with the manufacturing industry.
An assessment was made of threats to key industry players. The most effective method of dealing with substitutes is
to build a strong brand: a clear differentiation and additional benefits from the consumption of company goods, the
fight against product standardization, technological improvements, the formation of product loyalty.
Competition among existing competitors is reduced to the desire to improve their position in the market by any
means in order to conquer the consumer market. Intense competition leads to price competition, increased costs for
the promotion of goods, sometimes to improve product quality, increase investment in new developments. All this
reduces the profitability of the industry.
This approach includes five competitive forces: the power of consumers, the power of suppliers, the potential of
new participants in the industry, the threat of substitute products, and competition in the industry. A table was
created for evaluating assessment results for organizations in the industry. Developed proposals for the strategic
development of enterprises in the industry.
