Evaluation of competitiveness of floral enterprises of regional economic space

Abstract

Introduction. In terms of European integration processes the increase of competitiveness of floral business is becoming increasingly important. That is why the paper is devoted to improving of scientific understanding of the nature and content of the competitiveness of retail trade in floriculture.

Objective. The objective of the study is structuring of components; evaluation of the competitiveness of leading floral enterprises of regional economic space; determination of reserves for its improvement.

Method (methodology). In the article it has been grounded the methodical approach to the evaluation of the competitiveness of floral enterprises. It is based on technology of rating evaluation with the help of expert method.

Results. The existing theoretical achievements as for the methods for assessing the competitiveness of retailers are systematized.  It has been determined that the most appropriate for floral businesses is one of the methods of expert evaluation. That is the magnitude estimation method with the consideration of the degree of factor importance. It is estimated that the largest weight coefficients have the following factors of competitiveness: the breadth of assortment and freshness of cut flowers, a sufficient number of exotic indoor plants and decorative greenery for floral compositions; price level and sales promotion activities; breadth and quality of extraservice (flowers, phytodesign, flower delivery, distance flower greeting, professional care for plants, potted flowers rental, etc.); competent advices of sellers; availability of refrigeration equipment for cut production and microclimate for potted production. It has been defined a group of companies leading the market of cut flowers of Chernihiv region. It has been made a comparative expert analysis of their work. The research of their competitiveness, image and range of support services has shown that the leading regional enterprises are developing according to national trends. Their key competitive advantages are wide range and adequate quality of cut flowers and potted plants, a gradual increase in the share of domestic products, the provision of new services and the competence of staff. The variance of estimation of competitiveness, image and diversification of floral enterprises of regional market has acquired the furtherdevelopment in the course of the study.