Transcript Анализ продаж по Западной Украине за 8 ме

“Increase of the competitiveness of the enterprise by identifying
and strengthening competitive advantages”
Scientific supervisor PHD., Associate Professor M.M. Fesun
Language consultant Senior Lecturer O.M. Glinska
Student: Vladimir Slakva
МГ – 09-маг
Plan
►
Section 1. Theoretical part. The object and subject of
study, types of competitiveness and ways of its
improvement.
►
Section 2. Analytical part. The characteristics of the
enterprise, market share and SWOT analysis.
►
Section 3. Ways to enhance the competitiveness and
measures to be taken to improve the performance of the
company and increase of its competitiveness.
A) The topicality of the diploma paper is the effective use of various manufacturing
resources, including raw materials logistic, transportation, production planning and
export, as well as advantages and business planning at the enterprise PLC “Polifab
Ukraine”. The main purpose is to increase of the competitiveness of the enterprise by
identifying and strengthening competitive advantages.
B) The subject of the investigation is PLC “Polifarb Ukraine”, the main activity of which
is the manufacturing of painting products such as facades and emulsion. Their selling
in Ukraine, as well as exporting to Moldova and other foreign countries.
C) The purposes of the diploma investigation are to increase the competitiveness of the
enterprise by identifying and strengthening competitive advantages, planning of raw
materials, financial, logistic sector and human recourses in order to achieve a higher
level of the competitiveness of the enterprise.
D) The methods of investigation such as analytical, visual-graphic, economicmathematical, method of system analysis, method of induction and deduction are used
in this work.
Characteristics of the company “Polyfarb Ukraine”
The Paint factory PLC "Polifarb Ukraine", was
founded in 2003 -it is the most modern high-tech
manufacturer of paint products in Ukraine.
Modern equipment from leading manufacturers of
Western Europe allow paint materials with the trademark
"Polyfarb" successfully compete with foreign
counterparts.
Raw materials of such countries as Poland,
France, Holland, Germany and Switzerland are
used for production
competitiveness and ways of its improvement:
►
Competitiveness includes the ability to enhance business efficiency, which is the basis of profitability. In
terms of efficiency improvement, the most important things are development of productivity, labour force
costs, the level of the used technology, utilization of capacity and the flexibility of production system.
►
Strategy formation and the ability of its implementation have become the essential features of competitive
businesses in the last two decades, being the fundamental condition and means of adaptation to the
dynamically changing environment.
►
Yet competition for profits goes beyond established industry rivals to include four other competitive forces
as well: customers, suppliers, potential entrants, and substitute products. The extended rivalry that results
from all five forces defines an industry’s structure and shapes the nature of competitive interaction within
an industry.
►
The strongest competitive forces determine the profitability of an industry and become the most important
to strategy formulation.
Estimation of the annual consumption of paints products (thousands tons ) in 2013
4,1
3,7
4,1
4,3
24,5
4,7
49,2
16,1
9,2
5,5
10,0
3,9
4,7
4,8
4,5
32,7
6,0
5,0
34,8
16,3
3,3
3,7
12,2
4,3
6,6
8,6
4,0
25,4
Общий объем рынка
составляет:
166,6 thousand. tons
3,6 kilograms for one person a year
7,1
8,4
Regional Sales and Market Share (second half of 2013)
547,8
7,6
481,7
2436,3
54,1
5,3%
9,9%
393,3
674,7
0
613,0
69,0
102,9
438,8
260,8
4,6
270,5
153,7
847,1
140,6
192,3
5,2%
29,8
131,6
Delivery in the rigions, tons
Market share in the region
352,2
370,4
336,5
export: 128,9
sum : 6021,2 тонн
2,5%
203,4
365,0
1495,4
26,0
11,8%
767,9
17,6
Major brands inWestern Ukraine
foreign producers
Ukrainian manufacturers
region
Vinnitsa
Rivne
Volyn
Ivano Frankivsk
Chernivtsi
Lviv
zakarpatie
Ternopil
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Sales structure (thousand tons in 2013 year)
Snehka
18 200
Zip
9 000
Polifarb
4 000
Dufa
2 000
Elaks
1 900
Polisan
1 100
Oleynikov
520
Rolaks
450
Colorit
430
Others
6 390
Rolaks
1%
Oleynikov
1%
others
15%
Polisan
3%
Snegka
41%
Elaks
4%
Dufa
5%
Total sum
Colorit
1%
Polifarb
9%
zip
20%
44 022
Main brands:
Group 1 - 75% of the market: Snegka 41%, Zip 20%, Polifarb 9%, Dufa 5%
Group 2 - 10% of the market: Elaks, Polisan, Rolaks, Oleynikov, Colorit.
Group 3 - 15% import market, etc.
Implementation of the regional sales plan (2013)
Plan
In fact
№
%
Region
2009
2010
2011
2012
2013
1
Rivne
662
481
687
400
500
50%
2
Volyn
0
344
542
725
752
112%
3
DIV
0
0
260
400
400
80%
4
Ivano Frankivsk
76
83
113
264
303
130%
5
Zakarpatie
178
184
287
363
419
72%
6
Ternopil
235
301
392
414
490
86%
7
Lviv
331
420
483
587
812
90%
8
Khmelnitsky
52
58
18
11
84
127%
9
Chernivtsi
84
98
130
197
252
65%
Vinnitsa
398
434
425
319
270
70%
2000
2413
3333
3900
4100
95%
10
Total sum
Dynamics of Sales
3000
2500
2500
2000
1500
1000
1200
1260
2040
1200
500
0
2011, 2012, 2013
1400
Dynamics of sales according to the product evaluation
100%
2011
2012
1300
1650
2013
90%
80%
70%
1830
60%
50%
40%
30%
912
20%
10%
200
0%
blue
yellow
brown
economy
standard
luxury
1320
330
1520
550
Polygon competitiveness
price
8
6
4
2
0
Polifarb
Dufa
Snegka
Colorit
SWOT analysis:
►
Strengths: Better pricing than the competition, a wide range of quality products, highly
qualified staff, scientific research and development.
►
Weaknesses: Distance location of the raw material suppliers, not used all the power of
the plant.
►
Opportunities: Achieve a high degree of competitiveness of the enterprise, growth in
sales and the effectiveness of advertising campaigns, expanding the share of the
international market, improving productivity of the enterprise, opportunity for growth
and extension of the range of products.
►
Threats: Reducing the release of goods, failure by the company of its obligations,
reduction of the money supply, threat of late delivery of the product to consumers.
Program to improve performance:
►
improve the performance of the available
production resources; (changes in the
organization of production)
►
create the necessary administrative and
organizational conditions for the successful
implementation of new technology, and on this
basis to ensure long-term sustainability of
productivity growth.
Steps to Success:
►
Promote the quality standards;
►
Create clean technology (increasing technological competitive advantage);
►
Increase the firm's costs for personnel training and retraining.
Export to the foreign market, diversification or expansion of foreign
markets "Moldova"
► Main
competitors:
“Snejka”, ”Zip”, ”Dufa”, ”Colorit”,
“Caparol”.
Contract with "Colors Group" wholesaler of Moldova market.
Deliveries of production in specialized
stores with an exclusive contract to sell!
Positive aspects of Moldova market:
►
"Polyfarb Ukraine" produces colorants machines that use only
Polifarb Ukraine colorants.
►
“Farba group” provides transportation and warehousing.
►
Good value for money.
►
Optimal shipment 20 tons.
Colorants system in Western Ukraine
Colorants system in different regions
region
Vinnytsa
quantity
28
Rivne
46
Volyn
32
Ivano Frankivsk
34
Chernivtsi
35
Lviv
51
Zakarpatie
73
Ternopil
32
How march different firm have
colorants machine:
quantity
Polifarb
84
Triora
67
Ceresit
49
Tikkyrilla
31
Caparol
20
Sadolin
16
Bolix
10
DUFA
8
Polifarb
24%
others
23%
Sadolin
5%
Caparol
6%
Triora
19%
Tikkyrilla
9%
Ceresit
14%
Colorants system - a new step of the competitiveness
►
Polyfarb holds a leading position.
►
Very good balance: price, quality and assortment.
►
The most effective use of equipment.
►
Increase of the outlet attractiveness.
►
Sales increase by 20-30%.
►
Provides new opportunities to attract additional customers.
►
Additional service to customers.
Thank you for your attention!