Assessment of a shipping company competitiveness
An author's interpretation of the notion “competitiveness of a shipping company” is proposed as the latter's ability to produce such a complex of integrated transport products whose consumer attractiveness is no less than the consumer attractiveness of a complex of integrated transport products of competing shipping companies. At the same time, “consumer attractiveness of an integrated transport product” means the ability of an integrated product to demonstrate a certain ratio of its quality to price. In turn, an “integrated product” is a complex of basic and additional products of a manufacturer's activities, which are aimed at meeting the various needs of the buyer and are linked together by stable associative relations. And we are talking about products of various sizes: integrated products - products -microproducts. The proposed methodology for assessing the competitiveness of a shipping company is based on the theory of the choice of goods on the market (the theory of making a purchasing decision). This is a theory, the content of which is the program (algorithms) of the choice by the buyer of goods on the market. The developed methodology for assessing the competitiveness of a shipping company includes five stages. As a key indicator of the competitiveness of the shipping company, the competitiveness indicator of the complex of integrated products of the shipping company is used.