−

 

method of comparative advantages (Porter's matrix) - a company that is the 

leader in terms of costs, profit and sales, market share, profitability is a competitive 
one; 

−

 

method of quality of goods - a comparison of the characteristics of the 

goods with the characteristics of competitors, important from the consumer's point of 
view. It is assumed that the product with the best characteristics is more competitive 
and better satisfies the needs of the consumer. 

Table 1 Methods of estimation of competitiveness 

Method 

Essence 

Advantages 

Defects 

Possibility of 

application 

A me

thod i

s ba

se

d on the

 

theor

y of c

artoonist

s 

Competitiveness is 
determined through the sum 
of investments that bring 
satisfaction of consumers 
and increase of income. 
There is direct connection 
between investments, quality 
of satisfaction of consumers 
and competitiveness. The 
competitiveness of enterprise 
is estimated 

Relatively 
simple for a 
calculation; 
allows to 
estimate 
expediency of 
investments 

Oriented to satisfaction 
consumer need and 
does not take into 
account efficiency of 
economic activity 

Application is 
limited 
through the 
shortage of 
informative 
base 

Me

thod of int

egra

l 

index

 

Satisfaction of consumers is 
measured on the indexes of 
different importance and it is 
determined Them the 
generalized estimation. The 
competitiveness of 
commodity is estimated 

Simple for the 
use; can be used 
for different by 
nature 
commodities that 
satisfy one 
necessity 

Subjectivity definition 
the weight of criteria; 
Complication of 
selection of parameters 
is at the heterogeneous 
commodity masses 

Application is 
possible 

Ma

trix m

ethod 

(BC

G)

 

A matrix is built on two key 
indexes and the provision of 
every enterprise (to the 
commodity) is determined 
on her. Every square of 
matrix has a different 
competitiveness 

Applied for all 
commodities and 
enterprises; 
allows to look 
after a dynamics 

Too simplified 
approach; subjectivity 
of separate indexes; 
complication is in 
determination of 
separate indexes 

Application is 
possible, but 
a result is 
reasonable 
not enough 

Esti

mation of pr

oduc

ti

ve

 

potential

 

A competition is an 
enterprise that produces 
products at the level of the 
world best standards, has 
subzero charges, flexible 
production 

Influence of 
efficiency of 
economic 
activity and 
factors of 
productive 
potential is 
investigated on a 
competitiveness 

Impossibility to 
estimate a 
competitiveness in 
comparing to the 
competitors; influence 
of environment does 
not take into account 

Application is 
limited 
through the 
shortage of 
information 
about charges 

- 642 -