METHODOLOGICAL AND APPLIED ASPECTS OF FORMING THE COMPETITIVE STRATEGY OF AN ENTERPRISE BASED ON TYPOLOGIZATION OF REGIONAL MARKETS (USING THE EXAMPLE OF THE AUTOMOTIVE INDUSTRY)

Abstract

The automotive industry is a powerful driver of national economic development. Today, the automotive industry of Ukraine faces fierce struggle with foreign auto concerns. At the same time, the competition with brands of foreign automakers is of a purely price nature due to the fact that Ukrainian automotive products are obsolete. Under the circumstances, the domestic automakers need to elaborate new approaches to forming their competitive strategies in the automotive market. The purpose of the article is the elaboration and approbation of methodological support for the formation of the competitive strategies of automakers based on typologization of regional automotive markets. In the article the model for forming the competitive strategies of automakers based on typologization of regional automotive markets by influence of factors of socio-economic development and the competitive status of automaker is developed. By the criterion «influence of factors of socio-economic development» the regional automotive markets can be typed as «production-oriented», «socially-oriented», «trade-oriented», «financially- and investment-oriented», «innovation-oriented», «mixed». By the criterion «competitive status of the automaker» the regional automotive markets can be typed as «with a high competitive status of the automaker», «with a medium competitive status of the automaker», «with a low competitive status of the automaker». The constructed model for forming the competitive strategies of automakers based on typologization of regional automotive markets is tested using the example of PJSC «Zaporizhzhia Automobile Building Plant». According to the results of the applied research, it was stated the expediency of implementation of the following competitive strategies by PJSC «Zaporizhzhia Automobile Building Plant»: in Dnipropetrovsk, Kyiv and Kharkiv regions, in Kyiv city — strategy of integration; in Donetsk region — strategy of differentiation; in Zaporizhzhia, Luhansk, Sumy and Cherkasy regions — strategy of diversification; in Poltava region — strategy of clustering; in Vinnytsia, Volyn, Zakarpattia, Ivano-Frankivsk, Lviv, Odesa, Rivne, Ternopil, Khmelnytskyi and Chernivtsi regions — strategy of conversion; in Kirovohrad, Kherson and Chernihiv regions — strategy of reengineering; in Zhytomyr and Mykolaiv regions — strategy of restructuring. The research was carried out using the example of the automotive industry with regard to the strategic importance of ensuring the development of the mechanical engineering sector in Ukraine, but the constructed model for forming the competitive strategy of an enterprise, based on typologization of regional markets, can be adapted to other sectors of the economy.