Competitiveness of the products as a category of modern development of Ukraine

The article considers the issues of competitiveness of Ukrainian products. The impact factors on the competitive advantages have been shown. The strategic imperatives in creating a comprehensive approach to competitiveness have been outlined. Studying of competitiveness determines the need of elaboration of effective, easy to use tools and methods that allow the enterprise to assess the level of competitiveness of their products on the market with the maximum degree of objectivity. The analysis of rates of the level of product competitiveness is a base of the differentiation of supply and creation of the unique set of interrelated competitive advantages attractive for consumers in the target segment. Above this, an enterprise is able to plan the improvement processes for product range more effective on the base of the specific results of research. The purpose of the article is the investigation of competitiveness of Ukrainian products on the world market under modern conditions. In the product competition policy it necessary to take into account, above all, functional purpose, reliability, durability, ease of use, aesthetic appearance, and other characteristics, i.e. the ability of the product to meet the customer needs better than products-competitors. The main condition of the market surviving is creation of product customer value that would includes all set of product features. When creating the product, manufacturer applies different strategies. Widespread competition under the influence of the international division of labour and scientific and technological progress pushes manufacturers to intensify the search for new competitive products and new markets. In solving the problem of increasing the competitiveness of products, every year the problem of selection and development of new markets is becoming increasingly important. In this regard, it is very important for the further development of the product competitiveness to try to enter it with a new market, if domestically its competitiveness has fallen sharply.