FEATURES OF SHAPING THE COMPANY'S COMPETITIVENESS IN THE GLOBAL AUTOMOTIVE MARKET

Svetlana Rastvortseva; Sofiya Shchitova

Authors

Svetlana Rastvortseva National Research University Higher School of Economics (HSE) https://orcid.org/0000-0002-1599-359X
Sofiya Shchitova National Research University Higher School of Economics (HSE)

Keywords:

company competitiveness, company competitiveness analysis, competitive profile of a company, global automobile market, global electric vehicle market, Tesla Motors

Abstract

The dynamically changing conditions of doing business in the global market such as the economy reforming during a pandemic, the need to introduce high technologies in traditional industries, new promising players and development directions constantly demand a new level of the companies’ competitiveness firmness. The comprehension of competitiveness factors formation and monitoring its changes dynamically allow companies promptly and successfully respond to emerging problems. The aim of this research is to offer a methodical approach to assessing the companies’ competitiveness and testing it for Tesla in the global automobile market. To achieve this goal, (1) we have determined the theoretical foundations of the company's competitiveness, (2) classified assessment methods and proposed our own approach, (3) assessed the competitiveness of Tesla in the global automotive market, and (4) identified ways to increase the company's competitiveness in long-term perspective. The scientific novelty of the research lies in the proposed and practically tested methodological approach, including a financial and economic analysis of the company's activities with the sales assessment, assessment of the strengths and weaknesses, opportunities, and threats of the company, mapping of strategic groups of industry leaders, identifying the key factors of success and creating the profile of company competitiveness. In the course of the study, we applied methods of analysis of the financial and economic condition of the company, SWOT-analysis, mapping of strategic groups of companies and other methods. The experimental results of the author's methodical approach showed that it can be used to assess the components of the company's competitiveness in the market, identify significant external factors, determine the competitive position in the market, and lets us get full detailed information to make management decisions within the increasing competitiveness. This research not only contributes to the development of economic and management science, but can also be useful in the practical activities of companies

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