Abstract: In the modern conditions of competition and unprecedented acceleration of the technical progress organizations experience steady pressure of competitors forcing them to continuously optimize the manufacturing and administrative processes. Therefore, today the issue of managing the competitive capacity of an enterprise is especially acute. Interest of enterprises in their performance enhances the necessity of improving competitiveness of the products made which requires improvement of operation of all services and units of an economic entity. Competitiveness is an important factor of assuring the security of an entity that is survival thereof in the severe conditions of reality and its further effective development. Thus by managing such important characteristic as competitiveness efficiently one may achieve significant results in the sales system, since competitive capacity is the determining factor of achieving success at the market. However in order to investigate, the structure of the system of managing the competitive capacity of an enterprise one shall have the complete idea of the competitiveness of his product. The knowledge of the product position at the market will help the company to develop the adequate managerial solutions aimed at strengthening of the existing competitive advantages and management of the shortcomings. There are rare attempts to consider the competitiveness of a product on the basis of properties of the potential consumers thereof. This aspect is crucial in terms of selection of the effective competitive strategy. This is why, special attention shall be paid to analysis of the consumer properties that are relevant from the perspective of the product competitiveness at the market. Identification of the main characteristics of these properties allows allocating the portion of information that shall be collected and processed as the result of performance of marketing surveys.