APPLICATION OF A TWO-DIMENSIONAL MATRIX FOR DETERMINING STRATEGIC POSITIONING OF GARMENT COMPANIES IN UKRAINE

Abstract

The article presents the results of a study of the strategic positioning of enterprises using a two-dimensional matrix. The main goal of the study is to form a two-dimensional matrix for effectively assessing the strategic position of domestic enterprises in the garment industry. A correctly developed and effectively implemented positioning strategy can provide not only a significant competitive advantage for an enterprise but also form its optimal strategic vector of development. In modern market conditions checking the relevance of the strategic position used is becoming increasingly important for enterprises, which determines the relevance of the research topic. The results of the analysis of modern trends and problems in Ukrainian, conducted in previous studies, garment companies provided an opportunity to determine as strategic variables for companies of the garment industry the consumer value of products (as an external market factor of competitiveness) and the costs of production and sale of products (as a combination of internal and external factors of the formation of a competitive advantage in terms of price). The specified indicators were proposed for the construction of the axes of the strategic positioning matrix, which was tested at six Ukrainian garment companies that produce the same type of products and operate in the same market segment The scientific novelty: the proposed approach represents the toolkit for substantiating the direction of strategic development of garment enterprises using the matrix method, in the coordinate system: "consumer value of products" and "enterprise costs", which, unlike the existing ones, allows us to determine topological zones and to choose from the set of alternative strategies for the development of a garment enterprise, the most optimal. The results of the conducted research can have applied value for the heads of garment and other manufacturing enterprises from the standpoint of improving the management of the strategic development of an enterprise.

Keywords

• garment companies
• strategic positioning
• two-dimensional matrix
• cost optimization
• consumer value of products
• competitive advantage