Comprehensive Comparative Rating Assessment of Meat- Processing Enterprises in the Vologda Region

   The article reflects the results of a comprehensive comparative rating assessment of meat-processing enterprises in the Vologda region, based on a system of indexes that allows us to evaluate, on the one hand, the financial results of the enterprise, and on the other hand, the opinion of those who directly consume its products.

   The object of the study was 13 meat-processing enterprises – participants of the “True Vologda Product” brand as of 2024, for which an assessment of their financial condition and potential was also carried out.

   The purpose of the research – comparative assessment and rating of Vologda meat-processing enterprises participating in the voluntary certification system of products “True Vologda Product” based on the original methodology for comparative comprehensive assessment of brand member producers.

   Materials and methods. The study used a method of multidimensional comprehensive comparative rating assessment of enterprises based on a system of two categories of indexes: indexes for assessing consumer preferences and indexes for assessing the financial condition of enterprises. Comparative comparisons were made with the results of applying this method to the same sample of enterprises obtained during the study conducted in 2020. Information was collected using questionnaire survey methods, standardization and generalization of results, statistical methods, and the rating assessment method. A graphical method was used to present the assessment results.

   Results. A rating of enterprises was constructed based on the indexes of integrated levels of their comparative assessments, which made it possible to formulate the functional characteristics of meat product manufacturers for the population based on the degree of their participation in ensuring the development potential of the regional commodity brand “True Vologda Product”. The identified problems in the work of the studied enterprises in the industry made it possible to determine the driving factors for the growth of their potential.

   Conclusion. The analysis of meat-processing producers participating in the brand “True Vologda Product” conducted on the basis of a comprehensive approach allowed us to identify the strengths and weaknesses of these enterprises, which in general allows us to judge the fairly high economic potential for the development of the meat-processing industry in the Vologda region, the availability of opportunities for expanding the sales market both within the region and beyond, including a more intensive expansion of the geography of exports. Products of agricultural origin, made from certified environmentally friendly raw materials, have undeniable competitive advantages compared to products imported from neighboring regions and imported products.

1. Nastoyashchiy Vologodskiy produkt = The Real Vologda Product [Internet]. Official portal of the Government of the Vologda Oblast. Available from: https://vologda-oblast.ru/o_regione/brendy/nastoyashchiy_vologodskiy_produkt/. (In Russ.)

2. Nastoyashchiy Vologodskiy produkt = The Real Vologda Product [Internet]. Vologda information and consulting center of the agro-industrial complex. Available from: https://www.nvp35.rf/?ys-clid=m6s1mnd7lm799173548. (In Russ.)

3. Burgomistrova O.N. Regional’nyye brendy «Vologodskoye maslo», «Nastoyashchiy Vologodskiy produkt» = Regional brands “Vologda butter”, “The Real Vologda Product” [Internet]. AgroZooTekhnika. 2018; 1: 1-4. Available from: https://elibrary.ru/download/elibrary_36702207_70819985.pdf. (In Russ.)

4. Selina M.N., Shikhova O.A., Barinova O.I. The role of branding in ensuring food security of the region. Marketing v Rossii i za rubezhom = Marketing in Russia and Abroad. 2020; 3 (137): 57-64. (In Russ.)

5. Shikhova O.A., Selina M.N., Barinova O.I. The Economic Potential Of The Meat Processing Industry In The Vologda Region [Internet]. Land Economy and Rural Studies Essentials Proceedings of the Conference on Land Economy and Rural Studies Essentials (LEASECON 2021). 2021: 63-71. Available from: https://www.europeanproceedings.com/files/data/article/10095/16180/article_10095_16180_pdf_100.pdf.

6. Shikhova O.A. Methodological approaches to an integrated assessment of brand strength based on a system of indicators and modeling of generalized consumer survey results [Internet]. Statistika i ekonomika = Statistics and Economics. 2021; 18; 2: 22-33. Available from: https://cyberleninka.ru/article/n/metodologicheskie-podhody-k-integrirovannoy-otsenke-sily-brenda-na-osnove-sistemy-indikatorov-i-modelirovaniya-obobschennyh/viewer. (In Russ.)

7. Yureneva T.G., Barinova O.I., Golubeva S.G. Monitoring of the financial condition of agricultural organizations in the Vologda region of Russia = Monitoring of the financial condition of agricultural organizations in the Vologda region of Russia [Internet]. Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems Conference proceedings. 2018: 1500-1514. Available from: https://elibrary.ru/item.asp?id=36396477 (In Russ.)

8. Barilenko V.I. Analiz finansovoy otchetnosti = Analysis of financial statements. Moscow: Knorus; 2016. 234 p. (In Russ.)

9. Sheremet A.D. Analiz i diagnostika finansovo–khozyaystvennoy deyatel’nosti predpriyatiya = Analysis and diagnostics of financial and economic activities of the enterprise 2017. 374 p. [Internet] Available from: https://znanium.com/catalog/document?id=108079. (In Russ.)

10. Kolichestvennyye metody analiza v marketinge = Quantitative methods of analysis in marketing. Ed. T: Danko, I. I. Skorobogatykh. 2005. 384 p. Available from: https://www.elibrary.ru/item.asp?edn=ujtnhb. (In Russ.)

11. Leontiev Yu.B. Practice of trademark evaluation [Internet]. Voprosy otsenki = Assessment issues. 2003; 2: 9-15. Available from: https://elibrary.ru/download/elibrary_17284436_86906716.pdf. (In Russ.)

12. Averchenko K.S. Positioning and promotion of an industrial brand in the end consumer market [Internet]. Marketingovoye upravleniye predpriyatiyem = Enterprise marketing management. 2017. Issue 3: 5-35. Available from: https://elibrary.ru/download/elibrary_30575631_97213265.pdf. (In Russ.)

13. Bulatova Sh.V., Volkova E.A. Sushchnost’ i osobennosti klassifikatsionnykh podkhodov rossiyskikh spetsialistov k izucheniyu brenda = The essence and features of classification approaches of Russian specialists to the study of the brand [Internet]. Works of the Ulyanovsk scientific center “Noospheric knowledge and technologies”. 2017: 32-39. Available from: https://elibrary.ru/download/elibrary_32824382_84786355.pdf (In Russ.)

14. Domnin V.N. Brand preferences are a key factor influencing consumer demand and market performance of the company [Internet]. Brendmenedzhment = Brand management. 2009; 3: 130- 144. Available from: https://www.elibrary.ru/item.asp?id=12688973. (In Russ.)

15. Kuznetsova N.V. Sinitsyna O.N. Brand, branding, brand management: on the issue of the role in the activities of a modern organization [Internet]. Ekonomika i politika = Economy and politics. 2014; 2(3): 118-122. Available from: https://www.elibrary.ru/download/elibrary_22416193_44656045.pdf. (In Russ.)