Theoretical approaches to assessing the competitiveness of products
In any country in the world where market relations prevail, there is fierce competition between enterprises that produce homogeneous products. Currently, the primary task of any company is to produce high-quality, inexpensive, competitive products that would be in demand compared to similar products, and each company strives to do everything to make its products competitive. In addition, the category of competitiveness as one of the measures of profitability of the enterprise affects the volume of sales of products and, therefore, the assessment of competitiveness plays an important role in determining and planning financial results, as one of the goals of the organization. Evaluation of the competitiveness of goods is a set of operations for selecting criteria that characterize the competitiveness of a product or service, calculating absolute and relative values of indicators for competing products, and comparing the obtained values of indicators of the analyzed goods with the goods used as a comparison. The article considers the most common approaches to the problem of theoretical and practical research of product competitiveness, analyzes the approaches from the point of view of the effectiveness of their use in assessing the competitiveness of goods.