Technique of Competitiveness Determination for Separate Types of Agricultural Products for the Purpose of their Market Positioning on the Example of Vegetable Growing

Abstract

Despite variety and diversity of concepts and scientific approaches to determination of essence and factors (criteria) of competitiveness, there is no conventional and unite theory describing a competitiveness phenomenon in national scales. In scientific literature the final formation of the term “competitiveness” as economic category is not completed yet. In modern conditions of managing, at opportunities of information technologies and entry into the international markets, questions of management of competitiveness and the competition and also market positioning for the agrarian and industrial complex enterprises gain the increasing importance and need. In particular it concerns also need for transition to digital economy for regions, introduction of environmental standards of production of food and also ensuring necessary level of food security, quality of life and social and economic welfare. In a research the technique of determination of competitiveness of different types of agricultural production on the basis of the complex assessment considering the cumulative importance of the parameters (factors) defining specifics (branches), and exerting the main impact on production efficiency on the example of vegetable growing of the open ground is developed and approved. Various channels of realization of agricultural goods in the regional market, from the point of view of merits and demerits for the enterprises of various legal forms was analyzed. The effectiveness of branding as the important marketing tool promoting creation of competitive advantages at a conclusion of production of agrarian and industrial complex for new segments of the market is reasonable.