KONKURENCIJA, KONKURENTNOST I KONKURENTSKE PREDNOSTI
COMPETITION, COMPETITIVENESS AND COMPETITIVE ADVANTAGE

Summary/Abstract: Businesses today operate in a particularly uncertain and changing environment and areconfronted with sudden, unexpected and unpredictable changes. Every day there are new needs, demand isexpanding and changing, markets are becoming more demanding, the creation of new industries andindustrial clusters, competition increases in all sectors, to accelerate research and development cycles,technology is improving and changing, products quickly become obsolete and new ones yet quickly born.Competition is synonym for market race, which may lead to different strategies of market adjustments andinnovative entrepreneurial strategies. Competitiveness, and how to be better than others in the market racebecomes crucial and in order to survive in the market and achieve the development goals of the companymust be flexible, innovative, efficient, productive and continuously improve their business. To becompetitive, companies need to create a competitive advantage, as the combination of determinants of theiroffers that they allow for greater competitiveness, and a competitive advantage over other competitors inthe target market and greater opportunities during the conquest of new markets. Competitive advantage ismost commonly achieved through innovation, modification and differentiation of products or services, byadapting their characteristics, range and (after) sales service, through customization and differentiation ofprices through market segmentation, distribution, promotion and the like. Qualitative characteristics thatparticular product or service different from your competitors are the basis for developing a competitiveadvantage, as evidenced by the expressed confidence of customers. Rating competitive advantage of thecompany is possible by analysis of the benefits within specific market segments and consumers in order todetermine the necessary actions to improve the placement (CORE method), or by using the evaluation andanalysis of potential firms compared to selected competitors (benchmarking), while SWOT analysis can beapplied in both approaches, analysis and measurement. Therefore, this article talks about competition,competition, competitive advantages (skills), analysis of competition and competitive capacities and onbenchmarking as a method of analysis of competitiveness.

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