Оценка международной конкурентоспособности ювелирной промышленности России (на примере ООО «Уральский ювелирный завод»)
Аннотация
ABSTRACT
The research topic of the final qualifying work is relevant because competition plays an important role in the development of the world economy. The thesis is devoted to international competitiveness. This economic category characterizes the integration of demand, supply, price and quality, as well as economic, social and political situations, global trends, the level of total production and sales costs. If a company aims to enter international markets, it must solve not only the problem of producing competitive products, but also overcoming barriers to entering these markets. It should be emphasized that the modern economy is characterized by an economic crisis caused by the COVID-19 pandemic. This explains the drop in aggregate effective demand, the unstable political situation and the decline in business activity. In this regard, the search for ways to solve the problem of increasing the international competitiveness of Russian enterprises is impossible without theoretical and practical research in the field of assessing and strengthening the competitive position of business entities.
According to the topic, the final qualifying work explores the Russian jewelry industry, its competitive advantages and disadvantages in the international jewelry market. This is an urgent area of research, because in general, the jewelry industry of the Russian Federation can be called a promising segment of the economy. At the same time, the jewelry industry is experiencing a strong negative impact of the consequences of the economic crisis: the closure of jewelry stores across the country has led to a decrease in demand for jewelry by 94%. In this regard, the tasks of increasing the demand for jewelry, organizing sales through online stores and marketplaces, as well as developing the export potential of the jewelry industry in Russia remain urgent. All this relates to the issues of increasing the international competitiveness of the jewelry industry enterprises of the Russian Federation, the solution of which is impossible without an adequate theoretical and methodological approach to assessing and analyzing the competitive positions of the jewelry industry.
The purpose of the study is to identify problems and develop measures to improve the international competitiveness of Russian jewelry industry enterprises in modern economic conditions.
Research objectives:
- to study competitiveness in the international market: modern content, criteria and forms of competition;
- to explore the international jewelry market: factors determining the competitiveness of companies in the modern economy;
- classify methods for assessing the international competitiveness of jewelry manufacturers;
- to determine the current state and stages of development of the jewelry industry in Russia;
- to assess the competitiveness of Ural Jewelry Factory LLC in the Russian and international jewelry market;
- to identify the main problems of the functioning of Ural Jewelry Factory LLC in the international jewelry market and to propose measures aimed at strengthening the competitive position of the enterprise;
- to identify the role of sustainable development in ensuring the international competitiveness of Ural Jewelry Factory LLC.
The object of study of the final qualifying work is the enterprise of the jewelry industry of Russia LLC "Ural Jewelry Factory", investigated in the context of the functioning of the international jewelry market. The subject of the study of the final qualifying work is financial and economic indicators reflecting the level of international competitiveness of Ural Jewelry Factory LLC in the conditions of the modern economy.
The following theoretical methods were used in the study: analysis, synthesis, deduction, induction, classification, analogy, prediction. The following practical methods were also used in the study: horizontal and vertical analysis of statistical data, methods of chain substitutions, method of absolute and relative differences, trend analysis, coefficient method, graphical method, etc.
The practical significance of the research lies in the fact that the introduction of the measures proposed in the final qualifying work into the practical activities of jewelry enterprises will not only increase their competitiveness in the Russian and international markets, but also will enable them to respond quickly and flexibly to the changing conditions of the modern world economy.
The information and empirical base of the research was the scientific works of such foreign authors as T. Berger, O. Budzinsky, D.S. Cho, M. Delgado, M.E. Porter, etc., as well as domestic authors such as Yu.A. Eliseeva, A.V. Kozlova, E.I. Kulik, Yu.G. Larchenko, M.I. Lukinykh, E.E. Manokhina et al. The practical basis of the study was statistical data presented on the official websites of the Federal State Statistics Service, the Central Bank of Russia, the World Gold Council, etc.
Regarding the main conclusions based on the results of the final qualifying work, it can be concluded that the first chapter of the study was devoted to the theoretical aspects of international competitiveness. It is revealed that there is no unified approach to the interpretation of the concept of "international competitiveness" in the scientific community. Some economists associate the concept of international competitiveness with national well-being and the level of development of the state's economy. Other researchers argue that international competitiveness depends on the level of costs, quality, and sales volumes of an enterprise that conducts foreign economic activity. In our opinion, these approaches do not exclude, but complement each other, and international competitiveness is the ability of an enterprise to occupy a position in the market that would provide it with maximum economic profit. Competitiveness is an estimated value. It is influenced by many internal and external factors. The methods of assessing competitiveness include analytical and graphical methods. Analytical methods allow us to assess the competitive positions of goods, enterprises, and the state. The most popular methods of assessing competitiveness include the method of SWOT analysis. Its application is possible in assessing the competitiveness of both individual goods and services, as well as economic entities and the economies of states. This method makes it possible to identify the strengths and weaknesses of the economic development of the object of study, as well as the possibilities and prospects of its functioning in the conditions of the modern economy. In this regard, within the framework of the final qualification work, the use of SWOT analysis has become a key tool for assessing the international competitiveness of the object of research the enterprise of the jewelry industry of Russia LLC "Ural Jewelry Factory".
The second chapter of the study analyzes the international competitiveness of the jewelry industry in Russia, as well as Ural Jewelry Factory LLC. The jewelry industry of Russia is a branch of the national economy engaged in the manufacture and sale of jewelry made of precious metals, stones, other natural and artificial materials, etc. Currently, the jewelry industry of the Russian Federation is characterized by a decline in production and wholesale sales due to the onset of the global crisis caused by the pandemic.
The Ural Jewelry Factory LLC enterprise belongs to the jewelry industry. Ural Jewelry Factory LLC has a weak competitive position in the Russian market and does not carry out export activities. Revenue and profit of Ural Jewelry Factory LLC decreased in 2018-2020. Ural Jewelry Factory LLC needs anti-crisis measures. This is also confirmed by the assessment of the competitiveness of the studied enterprise in the jewelry industry in Russia, as well as at the international level.
In this regard, the WRC proposes an event for the Ural Jewelry Factory LLC to enter international trading platforms. The economic efficiency of the event is achieved because sales volumes in the international market will be provided by an increase in the number of attracted customers. As part of the study, it is estimated that the sale of the product "Ring Article 1_00001_011" in the amount of 354 pieces per year through the marketplace will allow Ural Jewelry Factory LLC to receive additional profit in the amount of 1,863,814 rubles per year. The cost of the fulfillment operator's services will be 30% of the profit from sales. The marketplace commission will be 10% of the profit from sales. The implementation of this event will increase the national and international competitive position of Ural Jewelry Factory LLC. It will also increase the profit and profitability of the business. It is worth noting that the use of such a tool as trading on marketplaces allows you to present on international markets only those products that are in the greatest demand. The economic efficiency of the event is confirmed by calculations. The event can be recommended for implementation and implementation in Ural Jewelry Factory LLC. Thus, during the study, its goal was achieved, and all the tasks set were solved.
The research topic of the final qualifying work is relevant because competition plays an important role in the development of the world economy. The thesis is devoted to international competitiveness. This economic category characterizes the integration of demand, supply, price and quality, as well as economic, social and political situations, global trends, the level of total production and sales costs. If a company aims to enter international markets, it must solve not only the problem of producing competitive products, but also overcoming barriers to entering these markets. It should be emphasized that the modern economy is characterized by an economic crisis caused by the COVID-19 pandemic. This explains the drop in aggregate effective demand, the unstable political situation and the decline in business activity. In this regard, the search for ways to solve the problem of increasing the international competitiveness of Russian enterprises is impossible without theoretical and practical research in the field of assessing and strengthening the competitive position of business entities.
According to the topic, the final qualifying work explores the Russian jewelry industry, its competitive advantages and disadvantages in the international jewelry market. This is an urgent area of research, because in general, the jewelry industry of the Russian Federation can be called a promising segment of the economy. At the same time, the jewelry industry is experiencing a strong negative impact of the consequences of the economic crisis: the closure of jewelry stores across the country has led to a decrease in demand for jewelry by 94%. In this regard, the tasks of increasing the demand for jewelry, organizing sales through online stores and marketplaces, as well as developing the export potential of the jewelry industry in Russia remain urgent. All this relates to the issues of increasing the international competitiveness of the jewelry industry enterprises of the Russian Federation, the solution of which is impossible without an adequate theoretical and methodological approach to assessing and analyzing the competitive positions of the jewelry industry.
The purpose of the study is to identify problems and develop measures to improve the international competitiveness of Russian jewelry industry enterprises in modern economic conditions.
Research objectives:
- to study competitiveness in the international market: modern content, criteria and forms of competition;
- to explore the international jewelry market: factors determining the competitiveness of companies in the modern economy;
- classify methods for assessing the international competitiveness of jewelry manufacturers;
- to determine the current state and stages of development of the jewelry industry in Russia;
- to assess the competitiveness of Ural Jewelry Factory LLC in the Russian and international jewelry market;
- to identify the main problems of the functioning of Ural Jewelry Factory LLC in the international jewelry market and to propose measures aimed at strengthening the competitive position of the enterprise;
- to identify the role of sustainable development in ensuring the international competitiveness of Ural Jewelry Factory LLC.
The object of study of the final qualifying work is the enterprise of the jewelry industry of Russia LLC "Ural Jewelry Factory", investigated in the context of the functioning of the international jewelry market. The subject of the study of the final qualifying work is financial and economic indicators reflecting the level of international competitiveness of Ural Jewelry Factory LLC in the conditions of the modern economy.
The following theoretical methods were used in the study: analysis, synthesis, deduction, induction, classification, analogy, prediction. The following practical methods were also used in the study: horizontal and vertical analysis of statistical data, methods of chain substitutions, method of absolute and relative differences, trend analysis, coefficient method, graphical method, etc.
The practical significance of the research lies in the fact that the introduction of the measures proposed in the final qualifying work into the practical activities of jewelry enterprises will not only increase their competitiveness in the Russian and international markets, but also will enable them to respond quickly and flexibly to the changing conditions of the modern world economy.
The information and empirical base of the research was the scientific works of such foreign authors as T. Berger, O. Budzinsky, D.S. Cho, M. Delgado, M.E. Porter, etc., as well as domestic authors such as Yu.A. Eliseeva, A.V. Kozlova, E.I. Kulik, Yu.G. Larchenko, M.I. Lukinykh, E.E. Manokhina et al. The practical basis of the study was statistical data presented on the official websites of the Federal State Statistics Service, the Central Bank of Russia, the World Gold Council, etc.
Regarding the main conclusions based on the results of the final qualifying work, it can be concluded that the first chapter of the study was devoted to the theoretical aspects of international competitiveness. It is revealed that there is no unified approach to the interpretation of the concept of "international competitiveness" in the scientific community. Some economists associate the concept of international competitiveness with national well-being and the level of development of the state's economy. Other researchers argue that international competitiveness depends on the level of costs, quality, and sales volumes of an enterprise that conducts foreign economic activity. In our opinion, these approaches do not exclude, but complement each other, and international competitiveness is the ability of an enterprise to occupy a position in the market that would provide it with maximum economic profit. Competitiveness is an estimated value. It is influenced by many internal and external factors. The methods of assessing competitiveness include analytical and graphical methods. Analytical methods allow us to assess the competitive positions of goods, enterprises, and the state. The most popular methods of assessing competitiveness include the method of SWOT analysis. Its application is possible in assessing the competitiveness of both individual goods and services, as well as economic entities and the economies of states. This method makes it possible to identify the strengths and weaknesses of the economic development of the object of study, as well as the possibilities and prospects of its functioning in the conditions of the modern economy. In this regard, within the framework of the final qualification work, the use of SWOT analysis has become a key tool for assessing the international competitiveness of the object of research the enterprise of the jewelry industry of Russia LLC "Ural Jewelry Factory".
The second chapter of the study analyzes the international competitiveness of the jewelry industry in Russia, as well as Ural Jewelry Factory LLC. The jewelry industry of Russia is a branch of the national economy engaged in the manufacture and sale of jewelry made of precious metals, stones, other natural and artificial materials, etc. Currently, the jewelry industry of the Russian Federation is characterized by a decline in production and wholesale sales due to the onset of the global crisis caused by the pandemic.
The Ural Jewelry Factory LLC enterprise belongs to the jewelry industry. Ural Jewelry Factory LLC has a weak competitive position in the Russian market and does not carry out export activities. Revenue and profit of Ural Jewelry Factory LLC decreased in 2018-2020. Ural Jewelry Factory LLC needs anti-crisis measures. This is also confirmed by the assessment of the competitiveness of the studied enterprise in the jewelry industry in Russia, as well as at the international level.
In this regard, the WRC proposes an event for the Ural Jewelry Factory LLC to enter international trading platforms. The economic efficiency of the event is achieved because sales volumes in the international market will be provided by an increase in the number of attracted customers. As part of the study, it is estimated that the sale of the product "Ring Article 1_00001_011" in the amount of 354 pieces per year through the marketplace will allow Ural Jewelry Factory LLC to receive additional profit in the amount of 1,863,814 rubles per year. The cost of the fulfillment operator's services will be 30% of the profit from sales. The marketplace commission will be 10% of the profit from sales. The implementation of this event will increase the national and international competitive position of Ural Jewelry Factory LLC. It will also increase the profit and profitability of the business. It is worth noting that the use of such a tool as trading on marketplaces allows you to present on international markets only those products that are in the greatest demand. The economic efficiency of the event is confirmed by calculations. The event can be recommended for implementation and implementation in Ural Jewelry Factory LLC. Thus, during the study, its goal was achieved, and all the tasks set were solved.