Competitiveness of new car commercial enterprises in Bulgaria

The object of the study includes the new car commercial enterprises (dealers) in Bulgaria and more specifically their commercial activity related to new passenger cars and light commercial vehicles. The subject of the study is the competitiveness of commercial enterprises in the context of the automotive market and the methods used for its improvement. Firm competitiveness is perceived as the capability of the enterprise, based on systematic seeking of sources of competitive advantages in the interior and exterior environment, to position itself more successfully than the competitors in a variety of indicators to achieve long-term profitability. The aim of the study is based on summarizing and analyzing the theory in the area of competition and competitiveness, through adapting and adding to already existing models, a selection of indicators and methods, to offer a methodology of evaluation of the competitiveness of the new car importers in Bulgaria, via which the competitive structure of the new car market and the competitive positions of said companies can be studied, and proceeding on that to formulate strategic alternatives to increase their competitiveness. Reaching the intended objective requires the following tasks to be solved: 1. On the basis of a critical summary and analysis of the existing theoretical concepts in the sphere of competition and competitiveness, the nature and characteristics of company competitiveness are to be defined as well as the notion of sustainable sources of competitive advantages. 2. Based on the systematization of the issues arising from the development and application of models of study of the firm competitive position and through their adaptation and supplementation, a study methodology of the company competitiveness is to be developed, on the basis of a system of evaluation indicators of a selection of factors of the exterior and interior environment. 3. To analyse the competitive structure of the Bulgarian automotive market and the strategic groups of traders in it. 4. To study the competitive positions of leading new car dealers from the viewpoint of consumers and managers. 5. To identify the strategic alternatives for improving the competitiveness of the business based on the use of most effective sources of competitive advantages. The study conducted has the following contributions: There has been extensive research, a theoretical summary, and a critical analysis done of primary literary sources in the field of the theory of competitiveness, based on which have been highlighted issues related to defining the category, its characteristics, the models of evaluation, and the concept of sustainable sources of competitive advantages. 2. On the basis of the analysis performed and by registering the specifics of the commercial activity related to new cars, a methodology for the study of the competitiveness of new car commercial enterprises has been proposed by adapting and adding to the existing models, a selection of indicators and evaluation methods of a set of external and internal factors determining the competitive position. 3. An in-depth and complex analysis of the competitive structure of the automotive market in Bulgaria has been carried out from the viewpoint of the influence of the market forces (existing competitors, substitute products, potential competitors, suppliers, consumers, and complementary products) on the activity of the new car commercial enterprises. The attractiveness of the automotive market in Bulgaria and the strategic positioning of the enterprises in it have been assessed. 4. The competitive positions of leading Bulgarian new car commercial enterprises have been studied on a number of indicators via the application of managerial and consumer assessment approaches. 5. Based on the carried out competitive positioning of the Bulgarian new car commercial enterprises against the market, it is determined the general competitiveness of the strategic groups and leaders in the automotive market on the indicators related to the state of the external and internal environment and the primary sources of competitive advantages have been extracted to increase company competitiveness. 6. Strategic alternatives to improve the competitiveness of Bulgarian new car commercial enterprises have been developed as well as a reorganisation of the activities of the adding to the value chain. The current monograph is based on a defensive dissertational work from 20.06.2014 in the University of Economics – Varna at a meeting of the scientific jury.