Methodology for assessing the competitiveness of an enterprise's business activities

. It was found that when using the methodology for a comprehensive assessment of the competitiveness of an enterprise's entrepreneurial activity, the systemic nature of the nature of the enterprise's competitiveness and its industry characteristics. Also an effectiveness of this research will increase to find special proposals for increasing the competitiveness of an enterprise of a certain type of activity. Testing of the selected comprehensive methodology for studying the competitiveness of one of the enterprises in the construction industry in the region confirmed its practical significance.


Introduction
The relevance of research of the category "competitiveness of entrepreneurial activity" of an enterprise of the construction type of activity is connected with the high practical significance of the conclusions and proposals for increasing the competitiveness of the enterprise to ensure its sustainable activities.The main hypothesis of the study is the need to develop the special tools for assessing the competitiveness of an enterprise, taking into account its industry characteristics.

Objectives
The purpose of the study is based on improving the economic tools for assessing the competitiveness of enterprise.For achievement the goal the following tasks must be solved: -to consider the concept and essence of the competitiveness of an enterprise, consider the system for ensuring the competitiveness of an enterprise; -to determine the features of the main approaches to assessing the competitiveness of an enterprise; -to test the methodology for assessing the competitiveness of an enterprise, develop proposals for increasing the competitiveness of the enterprise and give them a predictive assessment of their effectiveness.

Literature review
In the professional economic literature, several approaches to assessing the competitiveness of an enterprise have been proposed.The matrix methods for planning innovative development have received the greatest development in economic literature and practice.The founders of matrix methods for assessing competitiveness are Kembell E. and Sammerce L.
[1], Porter M. [2], Prahalad C. and Hamel G. [3], Rumelt R. [4], Ansoff I. [5].The method of strategic planning coefficients is based on the concept of balanced indicators; its founders were Kaplan R., Norton D. [6].The tools for matrix analysis of competitiveness from the Boston Consulting Group [7], McKinsey [8], and Arthur D. [9] have received widespread practical use.In practice use, analysis and assessment of competitiveness are based on the life cycle concept [9; 10].Existing approaches to assessing competitiveness are characterized by a lack of consistency and complexity, and specific industry characteristics are not taken into account.

The essence and approaches to assessing the competitiveness of an enterprise
Existing approaches (Table 1) [1-9; 11] are characterized mainly by an absence of consistency and complexity, while specific industry features are not taken into account.The main approaches analysis to assessing the competitiveness of entities allows us to conclude that an integrated approach seems to be the most appropriate, which, however, in relation to enterprises of the confectionery industry should be adjusted taking into account their specifics.The method for assessing competitiveness is comparative analysis (comparing indicator values with competitors and the industry average).When assessing competitiveness, the following aspects are taken into account: a level of economic object (product, enterprise, industry, region, country, group of countries); a market level (local, regional, market of one country, market of a group of countries, world market); a level of product (one product, market segment, industry, set of industries, national economy as a whole); time level (short-term, medium-term and long-term periods).

Methodology for analyzing and assessing the competitiveness of an enterprise
Comprehensive the competitiveness of an enterprise methodology of studying is presented by Fig. 1 This methodology hast all the most important assessments of the economic activity of an enterprise.This technique allows you to quickly and objectively obtain a picture of the company's position in the market.Consistent implementation of an algorithm for assessing the performance of enterprises of the same type of activity for different periods of time makes it possible to use the presented methodology as a tool for studying the market positions of competing enterprises in several functional areas of management.The name and number of individual indicators for each area of assessment are determined by the researcher based on the goals set, the volume and quality of the information used.The calculation of the criteria and competitiveness coefficient of an enterprise is carried out using the weighted arithmetic average formula [6]: where IIC -enterprise competitiveness coefficient; EP -the value of the criterion for the efficiency of production activities of the enterprise; FP -the value of the criterion of the financial position of the enterprise; ES -the value of the criterion for the effectiveness of organizing sales and promotion of goods; KGS -the value of the product competitiveness criterion; 0,15; 0, 29; 0, 23; 0,33 -criteria weight coefficients.

Testing of the methodology for studying the competitiveness of an enterprise and suggest solutions
The analysis of the enterprise's competitiveness allows defining weaknesses, the neutralization of weaknesses will allow us to strengthen position in a market.The main problematic aspects and proposals for increasing competitiveness are presented in Fig. 2. Increasing the competitiveness of an enterprise in the presented areas will require certain financial costs, while ensuring the formation of financial benefits that generally reflect the effectiveness of their application.Let's consider the financial indicators for each proposal.As part of the first proposal, it is planned to use automation technology for plastering work.To implement the offer, you must purchase a Serta Master XL plastering station.It is predicted that the total costs of the enterprise for acquisition, delivery, commissioning and personnel training will amount to 385,500 rubles.

Final assessment of the enterprise's competitiveness before and after the implementation of proposals
It is predicted that when the proposals are implemented.There will be an increase in all indicators characterizing the financial situation.The overall growth of the indicator is almost twofold, both in point and actual The final assessment of the competitiveness of the research object before and after the implementation of proposals, as well as a comparison with a competitor (the most similar in terms of performance indicators) is presented in table 2. The competitiveness coefficient (СС) in actual value is determined on the basis of the weighted arithmetic average according to formula 1.Thus, the value of the indicator after the implementation of the proposals will be: СС = 0,15×855,22 + 0,29×0,64 + 0,23× 6,24 + 0,33×0,82 = 130,17

Conclusion and future work
The competitiveness assessment of the enterprise allows identifying weaknesses, the neutralization of which will strengthen its position in a market.The data obtained indicate that as a result of improving the efficiency of production activities and the financial position of the enterprise, its competitive position in the construction market can strengthen.
The forecast integral indicator of the competitiveness of the enterprise's entrepreneurial activity before and after the implementation of proposals, as well as comparison with a competitor (most similar in terms of performance indicators) will increase from 80.01 to 130.17 points, which will allow it to bypass the nearest competitor.Thus, the analysis of the main approaches of modern authors to determining the essence of the category "competitiveness of entrepreneurial activity" of an enterprise allowed us to make a choice in favor of a special comprehensive methodology that allows us to substantiate proposals for increasing the competitiveness of an enterprise on a systematic basis.The next stage of the research should be the development of normative indicators for planning and monitoring the competitiveness of business activities of a construction industry enterprise.

Fig. 1 .
Fig. 1.Scheme of the algorithm for assessing the competitiveness of an enterprise (scheme is suggested by authors)

Fig. 2 .
Fig. 2. Main problematic aspects and directions for increasing the competitiveness of an enterprise

Table 1 .
Approaches to assessing the competitiveness of business entities.

Table 2 .
Comparison of the competitiveness of the enterprise before and after the implementation of proposals and with competitors.