Застосування сучасних інструментів рейтингування на підприємствах в умовах аналізування конкурентних позицій на іноземних ринках

Abstract

Проаналізовано сутність застосування сучасних інструментів рейтингування на підприємствах. Виокремлено основні проблеми, з якими може стикатися підприємство під час рейтингування. Наведено недоліки застосування монокритеріального підходу до рейтингування та аргументовано важливість переходу від моно- до полікритеріального рейтингування. Сформульовано та описано основні етапи впровадження полікритеріального рейтингування. Досліджено процес реалізації маркетингового рейтингування з метою формування об’єктивних рейтингів підприємств щодо оцінювання успішності їхньої діяльності. Виокремлено інструменти маркетингового рейтингування, а саме: участь у міжнародних виставках та проведення опитування споживачів.

The problem of forming a highly competitive national economy is currently key, as practice shows that the majority of domestic economic entities are uncompetitive on world markets, which is confirmed by the results of the ratings of leading international organizations, according to which Ukraine occupies one of the last places among the studied countries. That is why there is a need to investigate in detail the issue of rating enterprises both on the national and international markets. Scientists in their works [1–8] interpret certain aspects of rating in slightly different ways, but it is still possible to generalize their interpretation in the definition of “rating – a comprehensive assessment of the production, financial and economic, marketing, personnel and other spheres of the enterprise’s activity and the conclusion on this based on the rating”. The use of modern rating tools when conducting competitive positions in foreign markets analysis is crucial for enterprises as the number of enterprises and the competitiveness between them grows continuously. The accurate use of modern enterprise ranking tools is required for the effective analysis of competitive positions in foreign markets. This article analyzes the implications of enterprise use of modern rating tools and emphasizes the main problems that companies may encounter when conducting rating, for instance, lack of transparency, subjectivity, rating agencies’ lack of credibility, rating duration, etc. The article points out the shortcomings of monocriteria rating approach and provides arguments in support of the transition from monocriteria to polycriteria approach. It formulates the main steps for the introduction of the poly- criteria rating: information management, input (XI) matrices arrangement, (ZI) matrices arrangement (based on standardization of (XI) matrices elements), sample determination, calculation of the rating scores, and formation of the final ratings. In general, ranking in enterprises is essential for establishing the competitive position of a product, service or company as a whole. Marketing rating itself will provide an opportunity to objectively assess the position of a specific enterprise, based on the assessments of consumers, business partners, or even the state. This type of evaluation can be carried out by means of presenting goods at exhibitions and fairs, questionnaires and surveys of consumers – a large target group or a limited group of experts. Thanks to this, it is possible to quickly and with high accuracy determine the current rating of popularity, competitiveness and significance of the company both on the domestic and foreign markets.