APPROACHES TO FORMING THE COMPETITIVENESS OF CAR SERVICE ENTERPRISES
Authors: Horodetskyy Mykola 
Published: March 2020

Introduction. The problem of competitiveness management occupies one of the leading positions in the economic policy of the state. Competitiveness management applies to all levels of the hierarchy: industry, region, products, services and the state as a whole. But the notion of “enterprise competitiveness” is of particular importance, since this entity is the mainstay of the economy. Describing the peculiarities of the development of competition in the market of car services, it should be noted that it largely involves the formation of each product appropriate policy. That is, in the competition various car services are trying to offer the most attractive range of services. Understanding the specifics of the auto service industry in the field of competition, namely the concentration of efforts simultaneously on all elements of communication with consumers of auto services, led to the need for theoretical research and analytical evaluation of the management of the competitiveness of auto service enterprises.
Methods. Theoretical and methodological basis of the article are the fundamental provisions of modern economic theory, scientific works of scientists on the problems of market analysis. The following methods were used in the course of the research, in particular: analysis and synthesis – to study the object and object of the research; abstract and logical (theoretical generalizations and formulation of conclusions); constructive and experimental (formation of management decision by means of analytical support).
Results. The methodology of forming tools for competitiveness of car service companies is proposed. An algorithm for passing the stages of determining and realizing the competitive advantage of a car service enterprise has been developed. The method of segmentation of the car services market based on the basic parameters is defined: geographical – external, internal market, regional markets; climate, relief, urbanization; demographic – population, density, height, gender and others; social, cultural, psychographic – social status, way of life, level of education, personal qualities, motives of behaviour; economic – income level, solvency; sectoral – specificity of different industries; customer benefits – different motivation in choosing a company and services; clientele status – regular and potential clients, former clients, newcomers. Based on the selected parameters, the segments were separated by grouping methods and multidimensional statistical analysis. The tools for ensuring the competitive strategy of the car service company and the information necessary for its formation have been identified. The directions of the general marketing strategy as realization of the general strategy of formation of competitiveness of car services are substantiated.
Discussion. The obtained theoretical and applied recommendations can be used to improve the existing approaches to creating the competitiveness management of car service companies, to identify the extent of their implementation.
Keywords: marketing, positioning, analysis, management, car service, car service enterprises, competitiveness, assessment of competitiveness.