Benchmarking assessment of product competitiveness in enterprise competitiveness management

Abstract

The article explores the benchmarking-based evaluation of product competitiveness as a crucial component of enterprise competitiveness management. Purpose. The purpose of the study is to provide practical justification for using the benchmarking method in assessing product competitiveness as part of enterprise competitiveness management. Methods. The article is based on the results of a pilot study using expert evaluations of products from leading domestic enterprises in the Ukrainian meat processing market and includes the calculation and analysis of competitiveness indicators using benchmarking principles. Results. A two-stage benchmarking methodology is proposed and implemented, combining the calculation of absolute and relative aggregate competitiveness indicators and an integral parametric competitiveness index based on expert evaluations. Meat and sausage products were analyzed according to parameters such as price-to-quality ratio, taste properties, ingredients, marketing promotion, assortment breadth, and number of branded retail stores. The study validates the relevance and reliability of benchmarking methods, as rankings obtained through various approaches were consistent. Moreover, the application of benchmarking has enabled the identification of best practices and areas of improvement for each enterprise. Particular attention is paid to those parameters in which companies significantly lag behind or surpass the market leader, allowing for targeted strategic recommendations. Сonclusions. The benchmarking approach is shown to be an effective tool for diagnosing the current state of product competitiveness, identifying performance gaps, and forming a roadmap for adopting market leaders’ successful practices. This creates a solid foundation for enhancing product quality, improving customer perception, and strengthening the enterprise’s market position.