STUDYING ACTIVITIES OF COMPETITORS OF MOTOR TRANSPORT ENTERPRISE

This article discusses the study of competitors’ activity and presents some of the results of our research in this area. The main purpose of the study is to determine the positions, establish the strengths and weaknesses of their activities, assess their own ability to develop on this basis, the strategy and tactics of competitive behavior of the enterprise in the market. Based on the study of literature sources, the shortcomings of the existing model of analyzing competitors are identified, the proposals for its improvement are given. It is proposed to study the activities of competitors in the following sequence: identifying priority competitors, collecting data on their activities, identifying strengths and weaknesses, determining the position of the company among competitors. To determine the priority competitors, the analysis of the correlation field – the cell in the coordinate system – competitor and market segment is offered, in which we obtain the data: the volume of transport services, the market segment share, the share of traffic in total transport work. These indicators are determined for each competitor and show the priority of each competitor. At the first stage of the methodology of analysis of competitors’ activity, an approach to the definition of priority competitors is proposed, which means those of them who have the largest market share, both in the market as a whole and in a particular market segment. Much attention in the study is paid to determining the list of signs of competitors’ priority and establishing sources of information. On the basis of certain values of the enterprise and competitors there is an opportunity to establish the strengths and weaknesses of each of them. On the basis of the signs of enterprises’ activity that characterize their size, it is possible to obtain a generalized assessment of the market position of the trucking company and competitors, their strengths and weaknesses. At the same time, ratings are made without and with taking into account the importance of each criterion of the market position of MTE and competitors. The results of the research can be used in the process of determining the optimal strategy for motor transport enterprises.