Physical and Sports Enterprise Competitiveness

  • Liudmyla Shuba National University Zaporizhzhia Polytechnic
  • Victoria Shuba 2Prydniprovska State Academy of Physical Culture and Sports
Keywords: competitive advantages, competitiveness, physical culture and sports organization, coefficient method, sports club

Abstract

Despite the external and internal aspects, Ukraine continues to develop and modernize in diverse fields of activity. One of the areas that is gaining momentum in recent years is the activities of physical culture and sports organizations and their competitions with each other. The competitiveness of sports organization is a set of qualitative (non-price) and cost characteristics of physical culture and sports organization that meet the specific needs of sports organizations customers. The Research Aimed to analyze the competitiveness of physical culture and sports organization on the basis of relevant indicators to manage the competitiveness level of sports enterprise. Research Organization. The study was conducted from October 1, 2019 till February 29, 2020 on the basis of physical culture and sports organization – sports club «Sportexpert». The analysis of the services competitiveness was carried out on the example of the sports enterprise

– sports club «Sportexpert». The integral coefficient method was chosen to assess the competitiveness. Research Results. Competitiveness assessment of physical culture and sports enterprises is impossible without analysis of the services competitiveness they provide. The main advantage of the step-by-step method of competitiveness is the assessment that it involves direct measurement and evaluation of the studied indicators. Furthermore, this technique allows taking into account the significance of certain parameters with the help of weigh coefficients, which makes it possible to determine the degree of their impact on the final integrated indicator of competitiveness. The general index of service competitiveness of visiting the gym in the sports club «Sportexpert» is 0,77. That is, 77 % of sports club visitors are satisfied with the service provided. Conclusions. The obtained results of calculations demonstrate that analyzed sports club generally has good competitiveness assessment. The integral evaluation determination of competitiveness was based on 10 indicators – characteristics of the sports club activity. The strong and weak points of the «Sportexpert» sports club have been defined. The main indicators that needed to be changed were prestige of the club, cost of services, quality of equipment, professionalism of coaches, and efficiency of training programs.

References

Benchmarking Analysis on Sport Organizations (2014). KPMG Sport Advisory. 10 Shelley St, Sydney, Australia: KPMG Advisory Ltd., 72.

Derzhavna sluzhba statystyky «Ukrstat». State Statistics Service «Ukrstat». URL: http://www.ukrstat.gov.ua/

Fedorova, A. O. Marketynhovi kanaly komunikatsiy na rynku sportyvno-ozdorovchykh posluh. [Marketing channels of communication on the market of sports and health products. URL: http://probl-economy.kpi.ua/ pdf/2012-22.pdf

Jankovogho, O. Gh. (2013). Konkurentnospromozhnistj pidpryjemstva: ocinka rivnja ta naprjamy pidvysh- hennja: [monoghrafija]. [Competitiveness of the enterprise: assessment of the level and directions of improvemen: [monograph]. Odesa: Atlant, 470.

Liulchak, Z. S., Hayvanovych N. V. (2014). Six sigma in the activities of the intermediary companies as a factor of improving performance. The advanced science journal. USA, 6, 65-70.
https://doi.org/10.15550/ASJ.2014.06.065

Obzor rиnka fytnes-klubov Ukraynи. Market review of fitness clubs in Ukraine. URL: http://fanat.ua/brand/ analiz/obzor_rynka_fitnes_k_80634.html

Pro skhvalennja Koncepciji Derzhavnoji ciljovoji socialjnoji proghramy rozvytku fizychnoji kuljtury i sportu na period do 2020 roku. [About approval of the Concept of the State target social program of physical culture and sports development for the period till 2020]. Kabinet Ministriv Ukrajiny. Koncepcija vid 09.12.2015
№ 1320-r.

Prokopova, L. I., Chkhajlo, M. B. (2012). Osnovy marketynghu i menedzhmentu fizkuljturno-ozdorovchykh poslugh. [Principles of marketing and management of the health and fitness services. Teaching medium]. Navchaljnyj posibnyk. Sumy: Vyd-vo SumDPU im. A. S. Makarenka, 298.

Stakhiv, I. M. (2014). Zarubizhnyj poghljad na reghuljuvannja rynku sportyvno- ozdorovchykh poslugh. [Foreign view on the market regulation of sports and wellness services] Nauka j ekonomika, 35. 251–254. http://nbuv.gov.ua/UJRN/Nie_2014_3_38

Stakhiv, I. M. (2017). Reghuljuvannja rynku sportyvno-ozdorovchykh poslugh: [monoghrafija]. [Regulation of the market of sports and health services: [monograph]. L.: Redakcija «UP», 200.

Zhdanova, O. M. Chekhovsjka, L. Ja. (2009). Upravlinnja sferoju fizychnogho vykhovannja i sportu. Navchaljnyj posibnyk. [Management of the sphere of physical education and sportsn[Scientific equipment] Droghobych: Kolo, 224.
Published
2020-09-30
How to Cite
Shuba, L., & Shuba, V. (2020). Physical and Sports Enterprise Competitiveness. Physical Education, Sport and Health Culture in Modern Society, (3(51), 17-22. https://doi.org/10.29038/2220-7481-2020-03-17-22
Section
Historical, philosophical, juristic and organizational problems of physical culture