Model of analysis of potential competitiveness of a product during market positioning

Abstract

The article is devoted to the development of a model for analysing the potential competitiveness of a product at the stage of market positioning, which is part of the system of product marketing models. In modern conditions of globalization and increasing market competition, ensuring the competitiveness of a product becomes a key factor in successful positioning. The proposed model allows for a comprehensive assessment of the competitive advantages of a product, taking into account its physical, social, technological and situational characteristics that meet the basic and subdominant needs of consumers. The study is based on the analysis of theoretical approaches to product modelling, in particular the works of F. Kotler, T. Levitt, J.-J. Lambin, N. Kano and others, as well as on the authors' own developments within the framework of the product model system. The model for analysing competitiveness includes four key components: the physical core (basic and extended functionality), the social core (values and social capital), the technological core (unique technological solutions) and the situational core (consumption context). These elements allow you to form unique trade, value and technological offers (USP, UVP, UTP), which contribute to effective positioning. The research methodology combines a complex of theoretical and empirical research, marketing practices, which together provide scientific validity of the results. The practical value of the model lies in its versatility and the possibility of integration into the management processes of enterprises to forecast market prospects and optimize strategies. The results of the study emphasize the need for constant monitoring of the competitive environment and adaptation of positioning to changes in consumer preferences. Prospects for further research are related to the development of a detailed methodology for implementing the model and its integration into the general system for assessing the competitiveness of the product, which will contribute to increasing the effectiveness of the product policy of enterprises.