There is proved that for firms competitiveness estimation it is possible to use the method of expert assessment and graphic plotting of the firms total potential. The result of the graphic analysis is estimation of any firms potential as the area determined by the limits of particular potentials, chosen for the analysis. Using mathematic formulas, on the basis of estimation of the general and particular potentials, it is possible to find out qualitative and quantitative factors, which determine the competitiveness of the chosen social and economic system.