INFLUENCE OF RESOURCES ON APPLICATION OF COMPETITION TOOLS IN FOOD INDUSTRY COMPANIES BASED ON THE EXAMPLE OF WARMIA AND MAZURY REGION
In view of challenges faced by contemporary enterprises, increasing their ability to compete through application of appropriately selected competition tools is an important task. Results obtained from studies covering food industry enterprises from the region of Warmia and Mazury indicate that resources available to them have the major influence on application of such competition tools as company image, product price, product quality, brand and width of products range. On the other hand, the influence of resources on application of such competition tools as range of pre-sale services as well as quality and price of pre-sale services in the studied enterprises was low. Aiming at improving the effectiveness of competition instruments applied, the food industry enterprises are forced to build and improve their resources as well as their tangible and intangible characteristics. That applies mainly to research-innovation and marketing activities. Strong resources in those areas of operation will allow applying specific and clearly unique configurations of competition instruments.
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