The concept and role of competition in commercial (trade) turnover. Management of commercial activities of a commercial enterprise in a competitive environment Competition in commercial activities

Features of competition - Tell me, what is the difference between these phones? - The difference is that this is, in fact, a player, and this is a camera. Competition is one of the main mechanisms for the development of society, so it is not surprising that in Russia it has specific traits.

1. One of the necessary and significant moments implementation of commercial activities is the creation of a competitive environment in the relations of business entities. Competition is a rivalry, a struggle for more favorable conditions and, accordingly, for better results in the circulation of goods on the market.

In entrepreneurship, it is ultimately a struggle to achieve higher profits.

Throughout the 70-year Soviet period, competition was viewed as a phenomenon inherent only in the capitalist system and alien to socialism. The very word "competition" was used in a negative sense, it was given a negative connotation. Moreover, competition was suppressed by the forces of regulatory and even law enforcement agencies.

The egalitarianism and command-and-control methods of labor organization characteristic of the command-administrative system did not ensure proper economic growth. Therefore, instead of competition, artificial methods of pseudo-competition for achieving the best results were introduced. The main such method - socialist competition - was an imitation of rivalry for achieving higher performance in labor. Victory in the competition was stimulated by non-economic methods: awarding the winners with certificates, pennants, banners. In the public mind, such incentives did not play any significant role.

As soon as the power of the party apparatus was liquidated, the competition disappeared by itself, without any prohibitions. This indisputably testifies to the far-fetchedness and lifelessness of such a way of creating rivalry as competition.

The struggle for higher profits arises as a natural process in a commodity, market society. The state, for its part, is obliged to encourage competition and regulate it in the directions necessary for society. Here it is important that the striving for higher profits be carried out through the satisfaction of people's interests and the achievement of better economic results. With such an orientation, competition turns into a driving factor in the continuous development and improvement of production, the introduction of scientific and technological achievements, the improvement of quality and the expansion of the range of goods.

Giving such an orientation to competition is associated with the key problems of economic development. Healthy competition ensures the flow of capital from less efficient to more efficient sectors of the economy and activities. It serves to optimize the exchange and subordination of production to the needs of consumers.

It can be said without exaggeration that competition rules the market economy. However, competition as a driving force for the development of production and trade does not act by itself. It must be constantly supported and directed by the state. In our Russian situation, due to the lack of competition, the task of creating a competitive environment in trade and other business areas is a top priority.

The socio-economic role of competition, its significance in the life of society is much higher than is usually indicated in the legal and economic literature.

The real value of competition is not limited to the stimulating effect on the economy.

Thus, the absence or insufficiency of competition is a criterion for determining the need and degree of state intervention in the regulation of economic activity, the implementation of the protection of market relations. With the weakness of competitive processes, the need for state bodies to influence economic life is aggravated.

No less significant is the fact that competition makes it possible to reveal the real consumer value of manufactured products, their correspondence to the desires and preferences of people. In this regard, competition serves as one of the main tools for determining what things should be considered a blessing, and social forces and means should be spent on their production. Through competition, freedom of choice is ensured. And this is very important point ensuring personal freedoms, the formation of the human personality as a hierarchy of values.

2. The creation of normal competitive relations is directly related to the improvement of the Russian economy, ensuring its successful development. That is why support for competition is enshrined in Art. 8 of the Constitution of the Russian Federation as one of the constitutional foundations of our system. The Civil Code of the Russian Federation defines competition as the principle of the implementation of property, and therefore - commodity relations. Article 10 of the Civil Code of the Russian Federation establishes that rights are not subject to protection when they are used in violation of competition.

Reasoning about the need to develop competition can be heard often. Unfortunately, due to the poor development of the problem of competition, all the measures taken in this direction turned out to be ineffective. The Russian economy is still devoid of a serious competitive start. The most reliable evidence of the underdevelopment of competition is the absence in the country of processes of free flow of capital from less profitable areas of business to more profitable, a relatively small number of small businesses.

In the development of competition, it is important to single out and take into account the correlation of the three areas of this activity.

First, the actual measures to create and develop competition, or incentive measures. This direction is of paramount importance. Along with special measures for the creation and activation of competitive mechanisms, decisions on the formation of a competitive environment should be provided for literally in every legislative act that in one way or another affects economic life. Other incentive measures include different kinds assistance from the state to the non-monopolized sector of the economy.

Secondly, measures to limit monopoly and abuse of a dominant position in the commodity market, or restrictive measures. A market-based business model based on competition does not contain internal effective antimonopoly mechanisms. Monopoly itself grows out of free competition, but then suppresses it. As a result of the actions of the monopolies, the normal course of economic life is stopped. Measures hindering the development and negative influence monopoly, constitute the prerogative and a necessary part state regulation economy.

As a result of miscalculations, Russian competition legislation and the activities of the relevant state structures were reduced mainly to antimonopoly measures. Restrictive practice and antimonopoly legislation are often erroneously interpreted in the legal literature as the main content and end in itself of competition regulation. Moreover, all competition laws are sometimes unreasonably proposed to be treated as antitrust laws.

These views are often substantiated by references to the provisions of the American Sherman Act. This act, called "The Law for the Protection of Trade and Industry from Unlawful Restrictions and Monopolies", was passed by the US Congress on July 2, 1890. The act declares illegal actions, conspiracies and associations of persons to monopolize or restrict any part of industry and trade. Violations are punishable by a fine of up to $5,000 or imprisonment for up to one year. The obligation of the perpetrators to compensate the victims for the triple amount of the loss caused by them is envisaged.

The Sherman Act was passed in the conditions of developed competition in American industry and commerce. It was directed against the monopolies that arose as a result of the concentration of production and the increase in its scale. Similar antitrust laws exist in all developed countries of the world.

In our country, the tasks of developing competition and suppressing monopoly cannot be solved in such a way. simple ways. And the point is not that Russia undertook their decision a century later than other countries. The difficulties are predetermined by the fact that, on the one hand, we had no competition at all, and, on the other hand, by the fact that monopoly in the economy was of a total nature. According to experts, about 80% of Soviet enterprises and associations were monopolists in different types production.

In contrast to market monopoly, domestic monopoly was imposed from above and was the product of a centrally planned economic system. The supermonopolization of the socialist economy was one of the reasons for its stagnation and collapse.

Antimonopoly and restrictive measures, for all their significance and scale, should be considered as auxiliary, adjunct to the task of developing competition. By themselves, antimonopoly measures are not capable of creating a competitive environment in the economy.

Thirdly, it is necessary to single out measures for the protection of competition, the suppression of actions that violate normal competition, measures that provide for liability for such violations.

The development of competition presupposes the creation in society of an appropriate psychological mood, a competitive tone. The spirit of leadership, superiority is consciously supported in the West by the state, business, public structures, and the media. Similarly, in Russia, the desire of people to achieve better results should be stimulated by incentive measures, selection, promotion. This is a function of the state and society as a whole, if they care about self-preservation.

In the conditions of underdeveloped competition, legal and organizational measures are needed to create it. The analysis of foreign experience allows us to indicate the following ways of forming a competitive environment.

Firstly, it is an increase in the number of organizations that carry out homogeneous activities, produce the same kind of products or provide the same services. This is served by the creation of new production, trade and other organizations; re-profiling (diversification) of existing ones taking into account existing needs; the refusal of manufacturers from narrow specialization and the development of the simultaneous production of other types of goods.

Here the market approach is directly opposed to the socialist approach, which, guided by the slogan of cost reduction, actually cultivated monopoly to the detriment of the entire population. The more organizations offer homogeneous goods and services, the more they seek to attract consumers and for this they improve quality, expand the range of services offered, reduce prices and tariffs. This is achieved through the modernization of production, its technical improvement, and the reduction of unnecessary costs.

Secondly, it is necessary to support small and medium-sized businesses. It is characterized by a high degree of flexibility, quick response to changes in demand. Small businesses, by their direct customer-orientation practice, put pressure on large firms, also forcing them to take into account the needs of the population more fully.

State assistance to small businesses can be provided as a priority provision of state orders, subsidies, and guarantees of loans received for development. Legislation may provide for the obligation to include in business contracts the terms on attracting only small enterprises as subcontractors (subcontractors), the obligation to transfer to them and assist in the development of advanced technologies from the head manufacturers, etc.

Thirdly, we need a systematic comparison, a public comparison of the quality and price indicators of goods and services provided by various entrepreneurs. The state is obliged to promote the regular holding of reviews, competitions, exhibitions of goods, an objective comparison of characteristics, and publish comparative information. Chambers of commerce and industry, business associations, consumer protection unions and other organizations are called upon to carry out such work with the support of state bodies.

Fourth (and this is also the responsibility of the state), permanent systems of propaganda and encouragement of the best achievements and results are needed. Instead of passing banners and letters, the state must work out and use new methods of economic and moral encouragement. It is important to maintain the business reputation of firms by the media, to take into account such indicators when distributing state investments and orders. At the same time, the degree to which the manufacturer or trader satisfies public interests and consumer demands should become the main evaluation criteria.

These are the general directions of activities for the development of competition. They must find implementation in specific methods and solutions. They also have to be developed and introduced into wide practice, and every company will have to do this, constantly and without fail.

Finds realization here important rule commercial law. It consists in the fact that a prerequisite for the work of each organization should be the creation of rivalry, a competitive situation between its counterparties.

Each commercial organization requires the development and consolidation of its own competitive strategy in local legal acts. When developing a strategy, a firm should be based on an analysis of the needs of customers in a certain market segment and even specific groups of buyers. The greatest effect is obtained by combining measures to reduce production and transaction costs with efforts to ensure high quality and improve consumer characteristics of goods. Consistent implementation of selected areas allows you to maintain and win the best positions in the market. Along with this, it is often necessary to search for new markets for already manufactured products and develop new types of goods for their sale in an already developed market.

In addition to developing a marketing strategy for goods, it is necessary to create a competitive situation in relations between suppliers of purchased resources. This is how it looks, for example, when establishing contractual ties. In the West, when a buyer needs a batch of raw materials or finished products, he often splits it up and buys it in parts from several different sellers. This gives a number of advantages: it becomes possible to reduce purchase prices, the quality characteristics of goods from different sellers are compared, and more reliable counterparties are identified. Such a practice, which is completely unaccepted and unusual in our country, is considered by everyone there as normal and very reasonable.

The management, the legal service of each company must constantly look for and test such solutions in order to better use the possibilities of competition.

In Russia, unfortunately, very little is being done to develop competition. Decree of the Government of the Russian Federation of March 9, 2004 N 191 approved the State Program for the Demonopolization of the Economy and the Development of Competition in the Markets Russian Federation. The main emphasis in it is on measures for demonopolization. The named program as a whole has a slogan, recommendatory character. It does not contain specific tasks for federal and regional bodies, does not indicate the performers and deadlines for completing tasks, and does not provide for financial support. Therefore, the provisions of the program are implemented slowly or not implemented at all.

In particular, such important competition development measures as widely informing buyers about the prices of goods from different sellers, providing new entrepreneurs with tax benefits for the period of formation, lending them at reduced interest rates, and reducing the rent for premises in the first years of operation have not been implemented. and etc.

3. Along with the development of competition, its legal protection is necessary. The provision that the support of competition is guaranteed by the state is enshrined in Art. 8 of the Constitution of the Russian Federation. According to Art. 10 of the Civil Code of the Russian Federation does not allow the use of civil rights in order to restrict competition, as well as the abuse of a dominant position in the market.

The problem of protecting competition is still little perceived by society as a whole, including lawyers. Meanwhile, only by subordinating the chaotic actions of the mass of entrepreneurs to the interests of economic development and the principles of market work can positive results be achieved. Market self-organization should be reasonably combined with administrative and even coercive influence, including in the protection of competition.

Measures to protect competition can be divided into several groups.

Article 6 of the Law of the Russian Federation of March 22, 1991 N 948-1 "On Competition and Restriction of Monopolistic Activities in Commodity Markets" (hereinafter referred to as the Law on Competition) prohibits and provides for the invalidation of certain actions that restrict competition. Declaring prohibited and recognizing in accordance with the established procedure invalid agreements (concerted actions) reached in any form by economic entities that restrict competition is the first group of measures to protect competition.

The Law on Competition prohibits and provides for the recognition in the prescribed manner of inadmissible agreements reached in any form or concerted actions of potential competitors with an aggregate market share of a certain product of more than 35%, aimed at:

1) establishment or maintenance of prices (tariffs), discounts, markups, margins.

Examples of such illegal agreements are seen all over the place. Thus, the price of gasoline rises simultaneously at all gas stations in Moscow or St. Petersburg, although the stations belong to different owners. This is an obvious result of price fixing;

2) dividing the market according to the territorial principle, according to the volume of sales or purchases, according to the range of goods sold or according to the circle of sellers and buyers;

3) restriction of access to the market or removal from it of other economic entities as sellers of certain goods or their buyers;

4) refusal to conclude contracts with certain sellers or buyers, etc.

The next, second, group of protective measures concerns the prohibition of the adoption of acts and the performance of certain actions by the executive authorities and local self-government aimed at restricting competition. The Law on Competition prohibits federal executive bodies, executive bodies of constituent entities of the Federation and local governments from adopting acts and taking actions that may result in restriction of competition. In particular, it is prohibited to unreasonably impede the activities of economic entities in any area, to unreasonably provide individual economic entities with benefits that put them in a preferential position in relation to other entities, etc.

Measures to protect competition are now required at the lowest level of production and trade, and the measures are harsh, consisting in the suppression of actions that violate product and price competition. Public opinion is still poorly aware that the consequences of suppressing competition are no less dangerous than outright robbery or robbery, and therefore it is necessary to apply administrative and criminal liability measures. Article 178 of the Criminal Code of the Russian Federation as early as 1993 introduced criminal liability for illegal increase or maintenance of prices and other monopolistic actions, providing for large fines and even imprisonment. However, under this article for all the years not a single person has been held accountable.

Along with the protection of competition from restrictions, it is necessary to implement measures to combat unfair competition.

The main ways of unfair conduct of competition are named in Art. 10 of the Competition Law. Such, in particular, are misleading consumers about the quality of a product, its consumer properties, incorrect comparison of products in advertising, copying other people's trademarks and ways of individualizing someone else's goods, spreading false and inaccurate information about other subjects.

Prerequisites for changing the role of commercial activity in the new economic conditions

In a market economy, when carrying out commercial activities, economic management methods should be used to a greater extent, focused on making a profit through satisfying consumer demand.

In this case, in order to adapt commercial activities to market conditions, it is necessary to form background, most favorable for the active development of commodity-money relations. The most important of them are:

Legal equality of all forms of ownership;

Economic independence of economic subjects of the market, their responsibility for the results of their work;

Freedom to enter the market;

Demonopolization, denationalization, ensuring the emergence of a large number of competitors on the market, creating conditions for healthy competition;

Free pricing, balancing supply and demand;

sustainable financial system;

Openness of the economy;

Development of market infrastructure.

Establishing a market mechanism takes a long time to implement reforms. It is important to correctly determine the role of the state in the formation of market relations, the degree and forms of participation. This role should be:

In improving the legal framework that promotes the development of market relations;

Stabilization of the economy;

Using an efficient system of taxation and crediting;

Customs policy;

Protection of competition;

| consumer protection;

Formation of a mechanism for managing natural and raw materials, ensuring their efficient use and enhancement.

Directions for improving business activities

As market relations develop, it becomes necessary to improve commercial activities in the following way:

Adapt commercial functions, operations to market conditions;

To form the competitive advantages of the product, to concentrate efforts by improving the methods of sale and service support;

Calculate commercial risks and take proactive measures to reduce them;

Constantly improve the skills of employees of commercial services, providing a creative, innovative approach to solving problems;

Use a strategic approach to the organization of commercial activities, ensuring its dynamic development for a long period;

Effectively satisfy existing needs, form new ones, develop demand, search for additional market segments, create competitive advantages;

achieve profit through the best satisfaction of consumer demand while reducing costs.

Increasing the efficiency of commercial activities contributes to the use of principles, tools and methods of marketing in its organization. This will orient commercial activity to specific consumers, their requirements for goods, sales. This approach allows you to achieve your goals while reducing costs and commercial risks.

Consider the features of commercial activities based on the marketing concept.

Trading organizations that operate in market conditions are forced to use other methods to make a profit - the main commercial goal. This goal can be achieved primarily by identifying, shaping and satisfying the needs of buyers. To solve this problem, more attention should be paid to marketing research, analysis and use of the information received to justify commercial decisions.

If a trade organization sets itself the goal of achieving profit and a stable position in the market, then it is forced to use the most effective tools and methods that marketing offers. The tougher the competition, the more actively and competently it is necessary to do this. Competition forces to constantly improve commercial activities, using an innovative approach.

Commercial activity in market conditions with a high level of market saturation with goods should be aimed at a comprehensive study of the market and consumer requirements for goods and services, and effective management of commercial processes. To do this, it is necessary to use market mechanisms for managing commercial activities, to economically justify the commercial decisions made that ensure the most complete consideration of the interests of specific consumers and satisfy them at the lowest cost.

In a competitive environment, it is not enough to pay attention only to the product and its quality; it is very important to strengthen the commercial and marketing support of the product, which is an active means of competition in the market.

The use of marketing concept tools in commercial activities in the new economic conditions will improve its efficiency, ensure the formation of competitive advantages, and the solution of strategic tasks. This is precisely the practical significance of marketing when applied in commercial activities in the consumer market in the new economic conditions.

Introduction 3 1. Theoretical aspects of competition in commercial activities 5 1.1. The role and importance of commercial activities 5 1.2. The concept of competition and its role 8 2. Competition in modern conditions and competition in the market 17 2.1. Strategies for competitive struggle in commercial activities 17 2.2. Methods of competitive struggle in the modern market 22 Conclusion 27 References 29

Introduction

The transition to a market economy eventually necessitated the establishment and active development of various commercial principles of work, as well as entrepreneurship in absolutely all areas of the modern domestic economy. Significant changes in the basic conditions, as well as the business environment today, bring to the fore the solution of issues of profitability and break-even, the creation of sufficiently powerful incentives for the highly efficient use of the entire socio-economic potential of each organization. Formation of a modern market infrastructure, various processes denationalization and privatization, a significant strengthening of commercial calculation, the growth of responsibility for certain final results of the activities of all market entities indicate the need to revise the main approaches to the goals and content, as well as the tasks of modern commercial activity. The central concept that expresses the whole essence of market relations is precisely such a concept as competition. Competition can be defined as the so-called center of gravity of the entire market. That is, this is a special type of relationship between manufacturing firms in the market regarding the volume of supply of products, as well as prices for it. Competition is a powerful factor economic development. Certain competitive relations actively contribute to the establishment of a highly efficient regime for the use of clearly limited resources through their rational distribution between all economic entities precisely on the basis of the operation of basic economic laws. Today there is a significant increase in competition, and both domestic and foreign producers are fighting for the entire Russian market. In this situation, modern Russian companies should develop completely new management principles, as well as form their competitive advantages based on the continuous improvement of commercial activities. Thus, the study of competition and its impact on the implementation of commercial activities is of great interest today. All this determines the relevance of the topic of this course work. A wide range of different M.I. Bakanova, L.V. Balabanova, A.I. Grebnev, A.M. Dudareva, A.S. Dzutseva, R.S. Saifulina, A.D. Sheremet and other scientists. The object of research is competition. The subject of the research is the importance of competition in modern commercial activity. The purpose of the course work is to study the essence and specifics of competition and its impact on the implementation of commercial activities. The objectives of the course work are: consider the role and importance of commercial activities; ? define the concept of competition and its role; ? study competitive strategies in commercial activities; ? consider the methods of competition in the modern market. Structurally course work presented by an introduction, two chapters, a conclusion and a bibliography.

Conclusion

Commercial activity in the market exists precisely for the free commodity-money exchange, which is determined by the proportions between the supply and demand of products. To date, such a term as "commercial activity" is defined broadly, it means both direct trade and other various types of entrepreneurial activities that are associated with the implementation of the sale and purchase process, as well as mediation in this process. In general, commercial activity as a type of functional activity of the company in the entire chain, as well as the system for creating products, is a key source of its competitive advantages, both direct and indirect effects. Competition is an active rivalry, an economic struggle between manufacturers of products for the right to receive the greatest or maximum profit, as well as between consumers when buying products for the greatest benefit. In general, competition in the market contributes to the most efficient use various resources. The evolution of the views of all economists on contemporary problem competition can be briefly formulated as follows: a certain model of perfect competition is initially formed, and various features of the modern competitive market are also developed. The active development of the theory of competition eventually leads to some understanding that monopoly and competition are closely intertwined. In this situation, it is more appropriate to speak of monopolistic competition. Further, it became clear that in order to win in active competition, companies need to have both some competitive advantage and apply various methods strategic planning. For effective confrontation competing firms need to consistently go through absolutely all stages of active competition. These stages include: determination of the target audience and main competitors; determination of competitive advantage and development of a strategy for its strengthening and development; approval of the main competitive strategy in the industry; developing tactics to counter key competitors. A certain competitive struggle can take an active as well as a passive form. In relation to competing firms, an enterprise can use 2 key competitive tactics: preemptive (offensive) actions, or passive actions. The way in which an enterprise decides to ultimately confront competing firms depends, in general, on the size of the business and on the various resource capabilities of the enterprise. The key methods of modern competitive struggle in modern conditions can be called: price; non-price; unfair methods of competition.

Bibliography

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