STRUCTURIZATION OF COMPETITIVE CAPACITY OF TRADE ORGANIZATION

Abstract

The modern consumer market is characterized by a complex of immanent tendencies of development, the competitive relations reflecting specifics inherent in it. These tendencies of development of the competitive environment of the consumer market are in many respects caused by a state and extent of use of competitive capacity of the organizations functioning in this market. This obvious circumstance causes the necessity of complex scientific research of competitive capacity of trade organizations, including its structures, for definition of prospects of its sustainable strategic development. Immanent properties of competitive capacity of trade organization allowed to study in detail its structure, by means of the substantial review of the existing options of its representation and their systematization on specific, element and system signs. In development of specific structure of competitive potential its addition commercial, technological, communication, consumer and image the potentials reflecting functional and branch specifics of activity of trade organization is offered. The system of elements of competitive capacity of trade organization is given by its structure-forming types. It is proved that these elements aren't characterized by strict distribution by types of potentials, and separate from elements are universal, accepted for simultaneous use when forming all types of potential. Allocation of a system sign of structurization of competitive potential was based on situation that "systemacity" has to be provided not so much with hierarchy of hierarchy of types and elements of potential, their interrelations, how many possibility of the accounting of various classification signs allowing to typify competitive potential as system integrity, regardless of its separate types. Those signs were the stage of a demand and level of use in economic activity, economic feasibility of existence of unrealized potential, the origin nature.