METHODOLOGICAL PRINCIPLES OF ENTERPRISE COMPETITIVENESS MANAGEMENT

Abstract

Introduction. Maintaining and strengthening the market position of enterprises makes it necessary to find ways to increase their competitiveness. One of them is to substantiate the evaluation characteristics of the overall competitive position of the enterprise and to create a system of managing the competitive state of the entity in the market of the entity, which necessitates the study, analysis and evaluation of competitiveness. At the enterprise level, competitiveness is an independent category that reflects the degree of realization of the goals of the enterprise in its interaction with the environment. At present, there is no commonly accepted definition of the concept of "competitiveness". A number of scholars interpret one entity using different terms and vice versa Modern science presents a wide range of methods for assessing competitiveness, but despite this, the process of modifying them and creating new options continues. Purpose. Development of theoretical foundations, scientific and methodological recommendations and practical tools for managing enterprise competitiveness. Method (methodology). The basis of research consists of general – scientific and specific scientific methods (economic – statistical, methods of strategic analysis and planning), traditional methods and techniques of economic analysis (tabular, comparison). To select and substantiate the enterprise's competitive strategy, a scientific approach is used, based on the separate definition of tactical, strategic competitiveness and competitiveness, which will allow the company to make sound management decisions in the conditions of competition. The factors used in describing the logic behind constructing segmentation of competitive strategies are the results of assessing the competitiveness and competitiveness of the enterprise, a comprehensive study of which allows to divide strategic competitiveness into a number of segments, correlated with each other in the form of a special matrix. Results. The processes of formation and management of enterprise competitiveness are investigated. The essence of the enterprise competitiveness and the specificity of its formation are determined. The classification of the types of competitiveness of the enterprise, which form the basis of methodological principles, is developed. Regardless of the intensity of competition for each business, it is necessary to develop an effective strategy that will outweigh the competitors. It is noted that such factors as accidental events, activity of state power structures and the degree of privatization of enterprises in this sector should be included in the system of determinants. The peculiarities of enterprise competitiveness management are determined on the basis of strategic approach.