НЕЧЁТКАЯ МОДЕЛЬ ОЦЕНКИ КОНКУРЕНТНОЙ ПОЗИЦИИ ПРЕДПРИЯТИЯ
Authors: Глод О.Д. 
Published: February 2025

Оценка конкурентной позиции предприятия на рынке – важнейшая составляющая стратегии менеджера. Этот процесс очень трудоёмкий и трудноформализуемый. Менеджеру приходится учитывать самые разнообразные факторы, и решение принимается по их совокупной картине. Такие картины самому менеджеру непросто проанализировать. Чётких инструкций на этот счёт не существует. Подходы, которые позволяют получать решение в трудноформализуемых системах, основываются на знаниях экспертов. В данной работе рассмотрено применение знаний экспертов для построения модели оценки конкурентной позиции предприятия.

Introduction. The growing market competition, the appearance of new tools to influence buyer behavior, and a large number of factors a manager is not always able to assess correctly lead to greater complexity and higher risks in managerial decision-making. Currency fluctuations, the emergence of new technologies, digitalization of all aspects of life, remote working modalities, and many other things push the enterprise manager to monitor the situation on an ongoing basis and look for new cutting-edge solutions. Competition forces enterprises to search for more advanced methods and technologies of work. The task of competitive position assessment is especially relevant for a small enterprise. The objectives of strategic management include finding the best strategy for the enterprise. One of the multiple indicators that have to be taken into account by the enterprise leadership is the competitive position of the enterprise. To solve this problem, the method of comparing an enterprise with its closest competitors has conventionally been used. The competitive position of an enterprise is a variable value; it is influenced by both internal and external factors that change over time. There are methods of assessing the competitive position using expert assessments. The paper proposes the application of the apparatus of fuzzy sets for assessing the competitive position of a small business enterprise. The fuzzy set apparatus involves the use of expert assessments for building models; expert assessments are expressed through verbal, qualitative characteristics. Methods of expert interviewing may vary. The object of the study is the approach to assessing an enterprise’s competitive position in the market. The purpose of the work is to show the possibility of using the apparatus of fuzzy logic, fuzzy estimates and rules defined by experts for the task of constructing a model for assessing the competitive position of an enterprise. A method based on the mathematical apparatus of fuzzy logic employing linguistic variables, fuzzy variables and rules defined by experts is proposed to assess an enterprise’s competitive position. The result obtained indicates that the model is efficient and the assessment corresponds to the actual state of things in the enterprise. This model makes it possible to improve the enterprise performance using the modeling tools. Conclusion. The proposed model for assessing an enterprise’s competitive position was designed using fuzzy logic methods, with expert opinions taken into consideration, and allows the assessment of the competitive position of any enterprise. The model utilizes fuzzy inference rules. Experts specify linguistic variables necessary for the task formalization and assign degrees of membership to fuzzy variables. This model applies the rules that are generated using linguistic variables characterizing hard-to-formalize objects. The inference rules are also set by experts. The proposed model can be modified taking into account expert opinions.