ANALYSIS OF THE COMPETITIVENESS OF THE ENTERPRISE FOR THE PRODUCTION OF HOUSEHOLD APPLIANCES

ABSTRACT

The article analyzes the activities of the enterprise for the production of electrical household equipment. The main directions of activity and economic condition are revealed. One of the methods of assessing the competitiveness of an enterprise is considered SWOT analysis. The mechanism of application of SWOT analysis as a matrix of primary strategic research is demonstrated. The method is used for further strategic decision-making. on the development of the enterprise.

Keywords: competitive position, procurement, electrical household equipment, analysis, SWOT.

The production and sale of household appliances is carried out by a subsidiary of JSC «PPO «EVT named after V.A. Revunov»» - LLC «Svar» under its own trademark Svar [1].

The main supplies of products are exported to 88 countries, among which the countries of the Near Abroad are the most in demand.

Let's consider the percentage of exports of products of some Penza enterprises to neighboring countries for 2022 and 2023. (fig. 1).

Figure 1. The percentage of exports to neighboring countries in 2022 year

Based on Figure 1, it can be concluded that Kazakhstan and Belarus are the main trading partners for the Penza region, which in total amounts to more than 30% of the total exports of all products.

The smallest volume of shipments occurs in Kyrgyzstan and Tajikistan, slightly above 5% of the total volume of deliveries. Next, let's consider the percentage of trading partners formed in 2023 (Fig.2).

Figure 2. The percentage of exports to neighboring countries in 2023 year

Analyzing the data in Figures 1 and 2, it can be argued that in comparison with 2022, export volume indicators increased in cooperation with Kyrgyzstan by more than 7.9%, but worsened with other countries (supplies decreased by more than 100 thousand US dollars).

In 2023, 528 Penza organizations registered export deliveries, which is 30 units more than in 2022. Among these enterprises, one of the dominant positions is occupied by «PPO «EVT named after V.A. Revunov»», namely the company «Svar».

Let's take a closer look at the dynamics of foreign economic impact with the above countries, as well as the total percentage of shipped commodity items for the period 2023 (Fig.3).

Figure 3. Dynamics of exports of products to neighboring countries of Svar LLC by commodity items in 2023 year

Among the main competitors in civilian products among domestic manufacturers of kitchen stoves, only Gazmash can be named. Gazmash Open Joint Stock Company is a subsidiary of Gazprom. Its structure includes a number of enterprises for the production of household gas and electrical equipment under the following trademarks: «Darina», «Flama» and «LADA», also competitors are JSC «KZH Biryusa»; JSC «Electrical Engineering»; JSC «Emerald»; LLC «Rostekhbyt»; Production company «Petromash».

In Russia, electric water heaters are produced in addition to JSC «PPO «EVT named after V.A. Revunov»» two more foreign brands («Thermex» and «Ariston»). There are a large number of imported suppliers on the market, especially Chinese manufacturers who assemble both European brands and full-scale in-house production.

In order to competently manage the competitiveness of an enterprise, it is necessary to identify and strengthen its strengths and minimize possible threats and risks. One of the methods of data collection for the purpose of drawing up a business strategy for the coming years is SWOT analysis [2-5].

Let's make a SWOT table for the enterprise «PPO «EVT named after V.A. Revunov»» (Table 1).

Tab. 1.

SWOT analysis

To date, the Penza Region is actively establishing cooperation with the Republic of Belarus. During the working trip, the Penza delegation established cooperation in the issue of interaction and cooperation between Svar LLC and the Belarusian company Hephaestus. In this aspect, the issue of import substitution is being considered, it is assumed that Belarusian parts and components will be used in the production of Penza-made kitchen stoves.

References:

1. The official website of JSC «PPO EVT named after V.A. REVUNOV» [electronic resource]. – Access mode: http://www.ppoevt.ru/ (accessed: 09/29/2023).
2. Zhegera, K. V. Bewertung der Wettbewerbsfähigkeit eines Unternehmens mit SWOT-Analyse / K. V. Zhegera, Е. А. Samigulina, E. V. Zhegera // Проблемы научной мысли, 2021. – Vol. 6, No. 1. – Pp. 3-5.
3. Zhegera K.V. Analysis of the competitiveness of an enterprise using SWOT analysis / K.V. Zhegera, Yu.V. Mukhina, K.A. Evstifeeva // Bulletin of PGUAS: construction, science and education, 2022. – № 1(14). – Pp. 41-45.
4. Gilmutdinova A.I. SWOT analysis as a tool for analyzing the competitiveness of an enterprise // Bulletin of Science, 2020. – №6 (27). – Pp. 92-99.
5. Izosimov S.V., Shevchenko A.L. Method of SWOT analysis: this is the place in the method of research, evaluation and disadvantages // Kononymics, 2013. – №2. URL: https://cyberleninka.ru/article/n/metod-swot-analiza-ego-mesto-v-metodah-issledovaniya-preimuschestva-i-nedostatki (accessed: 09/29/2023).