INTEGRAL ASSESSMENT OF THE COMPETITIVENESS OF UKRAINIAN-MADE CARS (COMPARED WITH THE DIRECT COMPETITORS ON THE AUTOMOBILE MARKET)

Abstract

The article provides an integral assessment of the competitiveness of Ukrainian-made cars (compared with the direct competitors on the automobile market). An integral assessment of the competitiveness of Ukrainian-made cars compared with the direct competitors on the automobile market (for ZAZ Lanos – Hyundai Accent and Kia Rio; for ZAZ Lanos Cargo – Bohdan-2310 pickup and IZH 27175; for ZAZ Sens – Geely CK and Bohdan-2110; for ZAZ Forza − Chevrolet Aveo and Hyundai Accent; for ZAZ Vida – Fiat Albea and Bohdan-2111; for Bohdan-2110 – Geely CK and ZAZ Sens; for Bohdan-2111 – Fiat Albea and ZAZ Vida; for Bohdan-2310 pickup – ZAZ Lanos Cargo and IZH 27175; for Bohdan 2312 – ZAZ Lanos Cargo and IZH 27175) is based on an expert method. The ranks (I; II; III) provided by 15 experts are subjected to the normalization procedure, and a single synthetic rank is formed from the normalized ranks according to a certain comparative criterion. Comprehensive indicator of the competitiveness of cars in terms of non-price parameters is formed from the obtained synthetic ranks according to the comparative criteria “quality”, “assortment (modifications)” and “service maintenance”. The integral indicator of the competitiveness of cars is obtained by synthesizing the values of complex indicators according to the price parameter and non-price parameters. The medium level of competitiveness of Ukrainian-made cars (an exception is ZAZ Lanos, which demonstrates a high level of competitiveness) on the automobile market is determined by: mostly constructive influence of the “Price” and “Service maintenance” parameters; mostly destructive influence of the “Quality” and “Assortment (modifications)” parameters. The prospects for increasing the competitiveness of Ukrainian-made cars are: maintaining of the competitive positions by the “Price” and “Service maintenance” parameters; improvement of competitive positions by the “Quality” and “Assortment (modifications)” parameters.