Competitiveness - is it good?

We all constantly hear about the competitiveness of products, companies, etc., but not everyone can understand what is at stake. In everyday life, a lot of special terms come through, and this is exactly the case. What is competitiveness? This property of the object, which shows how it can satisfy the needs in comparison with similar. For example, you can consider this term using the example of two brands of detergent powders. Product A is cheaper, less quality, poorly laundering tissue and not completely washed out of it. Powder B cleans better, rinses well out of the material, and costs the same. Obviously, the product of brand B is more competitive. Although in reality everything can be somewhat different.

This is a very simple example, in fact assessing competitiveness - this is quite a complicated matter. Consider a large number of factors affecting the popularity of a particular product or company. And although in the end the analysis reduces to an evaluation of the "price-quality" ratio, in the case of a product, it is not so simple to assess the competitiveness correctly.

What is it for? In order to understand if a product will fail on the market, will the company burn out, or will it succeed. Precisely, of course, no one can say, and yet it often helps to avoid unpleasant surprises. Whatever it was, the buyer - and he is the chief judge and assessor - must be satisfied with the product and service, otherwise they may disappear from the market. That's why every manufacturer constantly thinks about how to surpass his rivals, and invents all new methods of competitiveness and its enhancement. That's why every major company has a marketing department that does it.

In the midst of marketers and economists, the term "sustainable competitive advantage" (UCP) is often used. It denotes a unique feature of a product that can help in its implementation and popularization in the consumer environment. Unique taste, smell or color, chemical or physical properties, exclusivity, free service, nice little things, like a toy inside a box with cereal for breakfast - anything! Advertising products, manufacturers usually very aggressively mention this or that feature of this product - this is the very UCP.

Managing competitiveness is also not an easy task. It is necessary to take into account a large number of different factors and Find their right combination, a formula that will help the product stay in the market and gain popularity. You can go in simple ways - to improve the quality and lower the price, but you can turn to non-standard approaches, for example, to introduce a lifetime guarantee.

What is competitiveness? This is not such a simple question. Sometimes consumers for unobvious reasons choose a less quality product for a higher price. Packaging, advertising, placement, accessibility of components, advice from acquaintances - marketers, besides the economy, it is necessary to study also the psychology of buyers, as well as the positioning of the brand in the market. Competitiveness is a mixture of many and many components that, with the right combination, lead to success, and with the wrong combination, in the worst case, to collapse.