ROLE OF PRODUCT STRATEGY IN FORMATION OF COMPETITIVENESS OF HIGH-TECHNOLOGY PRODUCTS (BY THE EXAMPLE OF THE JOINT-STOCK COMPANY "SEMICONDUCTOR DEVICES PLANT" IN YOSHKAR-OLA)
Lapteva Tat'yana Ivanovna, Chernykh Veronika Valer'evna
Volga State University of Technology in Yoshkar-Ola
Abstract. This article examines the issue of formation of product strategy on the basis of the microelectronics enterprise, joint-stock company "Semiconductor Devices Plant" in Yoshkar-Ola. The authors conduct a portfolio analysis, consider the basic products of the plant, volume of the products sales for three years, the share of the enterprise market and the strongest competitors. The paper suggests different variants of the strategy for a variety of the enterprise products.
Key words and phrases: микроэлектроника, стратегия, рынок, продукт, конкурент, потребитель, microelectronics, strategy, market, product, competitor, consumer
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