South Kazakhstan State Uneversity named by M.

AUEZOV

REPORT
Competitive and product quality

Abdualieva Bayan
ST-20-8TK
 Plain
1. Introduction
2. Main part
1.Competition and competitivness
2.The concept of product quality
3. Conclusion
4. List of used sources
 Introduction

Commodity policy occupies one of the key places in the overall

system of marketing activities and involves measures to increase the
competitiveness of the company's products, primarily to improve their
quality characteristics that meet the needs of end consumers, create new
products, optimize their assortment, lengthen the life cycle. The main task
of production and the economy as a whole is to use the intelligence and
physical labor of people to transform natural raw materials into a form
suitable for meeting needs.
Many believe that the main goal of a marketing system should be to
improve the quality of life. This concept consists of: quality, quantity,
assortment, availability when making a purchase, and, therefore,
determine the success or failure of the company in the market.
The problem of product quality is universal in the modern world. Much in
the economic and social life of the country depends on how successfully
it is solved. What do consumers most want to see in the product offered
to them on the market today? The answer is simple and concise. Quality,
quality and nothing but quality. Now our consumer necessarily reacts to
the quality of even technically simple products. And what is quality?
What is it expressed in and how to measure it? And what does product
analysis and marketing have to do with it?
The relevance and significance of the quality problem determined the
purpose of the course work, which is to study complex methods of quality
assessment. To do this, certain tasks were set: to characterize the concept
of product quality and study the system of indicators used to assess
product quality. To determine the comparative competitive advantages in
the study of the product, it is necessary to identify the most important
parameters of the product for the consumer, to which he, first of all, pays
attention; evaluate the consumer's attitude to these parameters, the degree
of consumer perception of each of them.
 Competition and competitivness
Competition is a fundamental property of the market that ensures
the efficient use of limited resources, the adaptation of supply and
demand.
Competition is the rivalry of firms operating in the same market,
which affects the pricing, commodity and sales policy of the firm. It is a
competition between economic agents — participants in the market
process, aimed at obtaining economic profit.
Competition means that there are a large number of independent
buyers and sellers on the market, the opportunity for them to freely enter
and leave the market. It is a process by which people receive, transmit
and seek ways to make better use of abilities and knowledge.
Competition requires rational behavior as a condition for staying in
the market, it is a dynamic and developing process that continuously
changes the landscape, where new products, new marketing paths, new
production processes and new market segments appear.
To better understand the essence of competition, it is necessary to
determine the causes of its occurrence.
The main reason for competition is the presence of overlapping
goals in organizations, which leads to the fact that the full achievement of
the goal by one organization is associated with the exclusion of other
organizations from achieving their goals. As a rule, the leading goal of
the company is to obtain economic profit, which makes it possible not
only to recoup costs, but also to develop the company.
However, the goals of the firm are heterogeneous, since the firm
consists of various stakeholders, the so—called "stakeholders" ("stake
holders") - owners, management personnel, employees, society (including
consumers, government authorities and everyone else). The main interest
of the owners is to maximize the profit and market value of the company;
management personnel — satisfaction of personal goals and ambitions;
ordinary employees — to get more money and work less in the worst case
or get satisfaction from work in the best; the company's interest is to
receive certain benefits from the company's activities in the form of a
product or service supplied to the market, providing jobs, paying taxes,
and social obligations of the company. Thus, the interests in the firm can
be differently directed, which creates the possibility of coincidence of the
goals of different firms on a wide range of issues.
Other reasons for competition are the limited circle of buyers,
opportunities for market promotion of goods, resources, geographical
boundaries of the market.
Quality management is the identification of various kinds of
inconsistencies in products during their production, as well as in the
quality system and the elimination of both identified inconsistencies and
the causes that caused them. The implementation of the latter involves the
implementation of such management functions as control, accounting,
analysis, regulation. At the same time, regulation is ensured by making
and implementing management decisions based on control, accounting
and analysis of both received operational and constantly accumulated
information.
The functioning of the quality system presupposes the existence of
appropriate departments and services, a clear definition of responsibility,
authority and interaction of all personnel, both managing and performing
and verifying work that affects quality. The effective functioning of the
quality system can be ensured thanks to the extensive involvement of
personnel in the quality management process.
In order to assess the actual condition and identify the dynamics of
changes in the quality of finished products, as well as to ensure the ability
to track products during production, analyze and identify the causes of
defects, it is necessary to carry out control at all stages of the "loop" of
quality. It is necessary both to evaluate the effectiveness of management
decisions and to evaluate the effectiveness of the quality system. On the
basis of control, it is possible to provide evidence of conformity of
products to the established requirements.
At the production stage, the main efforts of the personnel within the
quality system are focused on the manufacture of products in accordance
with the quality requirements established for it to prevent the appearance
of defects throughout the entire technological process.
If, as a result of the control, non-compliance of products with the
established requirements is detected, all efforts of the staff are aimed at
preventing an increase in the volume of such products and the transfer of
non-conforming products to the next stage of the technological cycle.
According to the results of the inspection of nonconforming
products, specialists make one of the following decisions:
- refinement of products with mandatory re-testing and control;
- acceptance with deviations by written agreement with the
customer;
- use in production for other purposes;

- disposal.
The main tasks of work at the stage of finished products, storage,
packaging, delivery and sale are to ensure the safety of the quality of
manufactured products and the fulfillment of deliveries in accordance
with the requirements of the contract.
To make informed management decisions, it is necessary to create
an appropriate information base. An integral part of such a database is
constantly recorded data within the framework of the functioning of the
quality system.
Such information includes:
- results of control and testing in the development process;
- results of quality control of raw materials, materials and
components, their movement in production;
- the results of product quality control by stages of the
technological process, technological parameters in the production
process, the movement of products in production;
- results of certification tests of products, protocols, certificates;
- data on staff training;
- inspection reports;
- quality cost reports.
The objects of quality improvement at the enterprise are both
individual elements of the creation and production of products, and
elements of the quality system.
Standardization in the quality assurance system
The development of standardization is inextricably linked with the
process of production quality management.
Standardization is an indispensable means of ensuring
compatibility, interchangeability, unification, typification, reliability of
equipment and information networks, safety standards and environmental
requirements, unity of characteristics and properties of the quality of
products, works, processes and services.
 Сonclusion
An integrated, systematic approach to the quality problem involves
the creation of a coherent, scientifically based system of influence on the
entire process, ensuring the production of high-quality, competitive
products, starting from the pre-production stage (i.e. during market
research and identification of consumer needs, product development and
production technology, during production (where the necessary
conditions are created for the production of products with optimal quality
indicators) and, ending with the storage process. Transportation of
products and customer service. In this regard, the analysis and
optimization of costs associated with ensuring high quality and
competitiveness of products is of urgent importance.
Based on the course work, you can make sure that the quality of
products has a great impact on the competitiveness of goods and
production efficiency. Quality is a synthetic indicator reflecting the
cumulative manifestation of various factors. This concept reflects the
totality of properties and characteristics of products.
When developing a strategy for improving the quality of goods, the
variability of quality indicators in dynamics should be taken into account.
One of the elements of the strategy for improving the quality of goods is
quality management systems, which should be based on international
standards. An important element of feedback in the implementation of the
strategy for improving the quality of goods is their certification. It is
necessary to intensify work on the creation of new domestic testing and
certification centers, advertising of certified goods.
It can be seen from the work that the quality of goods is influenced
by such groups of factors as external and internal. External, as well as
internal factors, most significantly affect the quality of products and
therefore it is necessary that quality indicators meet the following basic
requirements:
 contributed to a systematic increase in production efficiency;
 they took into account modern achievements of science and
technology and the main directions of technical progress in the
branches of the national economy;
 were stable;
 characterized all the properties of the product, determining its
suitability to meet certain needs in accordance with its purpose.
The newest approach to entrepreneurship strategy is to understand
that quality is the most effective means of meeting the requirements of
consumers and at the same time reducing production costs.
 LIST OF SOURCES USED

1. Marketing: textbook Authors: Minko E.V., Karpova N.V. Publisher:

UNITY-DANA, 2012
2. Marketing: Textbook Authors: Zhukov B.M., Romanov A.A.,
Basenko V.P.Publishing House: Dashkov and K, 2012
3. Marketing research: Textbook Authors: Safronova N.B., Korneeva
I.E.Publishing House: Dashkov and K, 2012
4. Marketing: general course: textbook for university students studying
in the direction of "Economics" Publishing House: Omega-L, 2010
5. Trade Marketing: Textbook Authors: Sinyaeva I.M., Zemlyak S.V.,
Sinyaev V.V. Publishing House: Dashkov and K, 2008
6. Marketing: Textbook for universities Authors: Bagiev G.L.,
Tarasevich V.M. Publishing House: Peter, 2010
7. http://www.knigafund.ru /
8. http://www.biblioclub.ru /
9. Marketing: Textbook Authors: Zhukov B.M., Romanov A.A.,
Basenko V.P. Publishing House: Dashkov and K, 2012 (p. 168)

10. Marketing: Textbook Authors: Zhukov B.M., Romanov A.A.,

Basenko V.P. Publishing House: Dashkov and K, 2012 (p. 174)

11. Marketing: General course: textbook for university students studying

Economics, Moscow 2010 (p. 159)

12. Marketing: textbook, Minko E.V., Karpova N.V. Moscow 2012 (p.
180)