КОНКУРЕНТОСПРОМОЖНІСТЬ ПІДПРИЄМСТВА ТА ФАКТОРИ, ЩО ЇЇ ФОРМУЮТЬ

Abstract

The article investigates and substantiates the theoretical aspects of the essence of competitiveness and the study of internal and external environment factors that affect the competitiveness of an enterprise in market conditions. On the basis of theoretical studies, the author summarizes some of the author's definitions of the concept of “enterprise competitiveness”. It has been determined that the competitiveness of enterprise is characterized by its ability and efficiency to adapt to the conditions of the competitive environment. The features that characterize the competitiveness of an enterprise include: comparability, spatiality, dynamism, objectivity, attributability, systematicity, objectivity. Observance of these characteristics is a prerequisite for conducting analytical research, a key to solving problems and achieving the company's goals. It is proposed to use the modified classification of factors of competitiveness of a firm proposed by O. Kuzmin, which provides for the allocation of the following criterion (integral) groups of factors: environment of the firm's functioning; substantive characteristics; level of regulation of factors. The environmental factors are reasonably divided into direct factors that have a direct impact on competitiveness and indirect factors that have an indirect impact through direct factors. An analysis of the impact of external and internal factors on the company's competitiveness helps to reduce uncertainty and risks in the company's production and sales process, improve the quality of strategic planning and forecasting of the company's production and sales activities, increase the competitiveness of the company and its products, maintain the company's competitive position and increase its market share. The importance of certain substantive factors of competitiveness may vary depending on a number of objective factors, such as the purchasing power of the population, changes in regulation and taxation, market conditions, etc.