Abstract Background and Purpose: The existing frameworks provide a superficial approach to the evaluation of product competitiveness which reveals the linkage between the level of product competitiveness and quantitative as well as qualitative factors that have the most significant impact thereon. Given this fact, the purpose of this paper is to elaborate a model for evaluating the competitiveness of sunflower packaged oil, considering both quantitative and qualitative factors that may alter it. Further, this model is being implemented to examine the most demanded Ukrainian sunflower oil brands in order to reveal possibilities for enhancing competitiveness. Design/Methodology/Approach: The general methodology of the research includes elements of theoretical, empirical, qualitative and quantitative analyses. The theoretical analysis aims to shed light upon a different understanding of “the evaluation of competitiveness”, as well as approaches and tools for analysing it. Empirical analysis focuses on observing official statistical data of the export of sunflower oil and future trends. Qualitative analysis consists in the identification, systematization and description of factors that affect the competitiveness of sunflower oil packaged. In turn, quantitative analysis is based on usage of the Fuzzy logic tool in order to evaluate the impact of complex and partial factors on the level of product competitiveness. Results: This paper provides a business case for product competitiveness evaluation of a particular sunflower oil brand. Based on usage of the Fuzzy logic toolkit, the impact of complex and partial factors on competitiveness level was analysed. As a result, simulation of the competitiveness sensitivity of a particular oil brand on relevant complex factors that determine it competitiveness level was presented. This business case may help managers to channel their efforts and resources in the proper particular direction to increase product competitiveness and product positioning on the market. Conclusion: The results of this research would be useful to practitioners in their assessment of product competitiveness, modelling future levels, and understanding hidden possibilities for enhancing product competitiveness. The framework offered might be adopted for other types of products.

中文翻译：

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产品竞争力评估：案例分析

摘要背景和目的：现有框架为产品竞争力的评估提供了一种肤浅的方法，揭示了产品竞争力水平与数量和质量因素之间的联系，这些因素对其影响最大。考虑到这一事实，本文的目的是建立一个评估葵花籽包装油竞争力的模型，同时考虑可能会改变葵花籽包装油的定量和定性因素。此外，该模型正在实施中，以检查最需要的乌克兰葵花籽油品牌，以揭示增强竞争力的可能性。设计/方法/方法：研究的一般方法包括理论，经验，定性和定量分析的要素。理论分析旨在阐明对“竞争力评估”的不同理解，以及分析它的方法和工具。实证分析的重点是观察葵花籽油出口和未来趋势的官方统计数据。定性分析包括识别，系统化和描述影响葵花籽油包装竞争力的因素。反过来，定量分析是基于模糊逻辑工具的使用，以便评估复杂和部分因素对产品竞争力水平的影响。结果：本文为评估特定向日葵油品牌的产品竞争力提供了业务案例。基于模糊逻辑工具包的使用，分析了复杂和部分因素对竞争力水平的影响。结果，提出了一个特定石油品牌在决定其竞争力水平的相关复杂因素上的竞争敏感性的仿真。该业务案例可以帮助管理人员将工作和资源分配到正确的特定方向，以提高产品竞争力和产品在市场上的定位。结论：这项研究的结果对于从业人员评估产品竞争力，对未来水平进行建模以及了解增强产品竞争力的潜在可能性将是有用的。提供的框架可能会被其他类型的产品采用。该业务案例可以帮助管理人员将工作和资源分配到正确的特定方向，以提高产品竞争力和产品在市场上的定位。结论：这项研究的结果对于从业人员评估产品竞争力，对未来水平进行建模以及了解增强产品竞争力的潜在可能性将是有用的。提供的框架可能会被其他类型的产品采用。该业务案例可以帮助管理人员将工作和资源分配到正确的特定方向，以提高产品竞争力和产品在市场上的定位。结论：这项研究的结果对于从业人员评估产品竞争力，对未来水平进行建模以及了解增强产品竞争力的潜在可能性将是有用的。提供的框架可能会被其他类型的产品采用。