The questions assess the competitiveness of the company on the basis of the marketing approach. Identified the main factors that provide an optimistic scenario promotion of products (services) of the enterprise in the market. The author believes that the effectiveness of marketing activities – a system-index characterizing the economic returns from the rational use of the mechanism of formation and marketing in conjunction with the material resource potential and the real potential of the organization. The paper presents a mathematical model to consider this indicator. Prerequisite for the successful development of the organization analysis of the dynamics of competitiveness. Using the proposed model allows to calculate the parameters of competitiveness of the organization in the following order: the competitiveness of the product, the company’s competitiveness, the competitiveness of the industry. Thus, the authors concluded that the assessment of the competitiveness of the enterprise depends not only on the competitive advantages of the products and services that best meet the needs of consumers than competitors’ products, but also on the marketing advantages based on the uniqueness of the goods produced or services provided.