STRATEGIC MANAGEMENT OF COMPETITIVENESS OF INDUSTRIAL COMPANIES IN UNSTABLE MARKET CONDITIONS

Abstract

The purpose of the article is to develop strategic directions in the management system of an industrial company in the conditions of uncertainty and instability of the market economy. The authors investigate the genesis of the theory of competitiveness, identify the signs of competitiveness of industrial companies in the short and long term. It is determined that financial and economic indicators, including profitability, financial stability, and financial leverage, play a significant role in the short- and long-term periods. The effect of financial leverage is calculated as a generalizing indicator of financial and economic indicators of competitiveness in Russian industries for 2015-2017, which has a predominantly negative value, which negatively affects the performance of companies. The main reason for this trend in Russia is the high level of financial dependence of companies, low return on assets and high interest rates on loans. Three strategic directions in the management of an industrial company in a volatile economy have been identified and analyzed: development of a corporate strategy of formation and improvement of competitiveness of companies based on innovation, implementation of strategic marketing and a concept of strategic controlling in the management of an industrial company. The priority strategies for ensuring the competitiveness of industrial companies (horizontal diversification, innovation or integrated growth) are identified; strategic marketing tools are proposed to stimulate technological processes in the industrial complex in an unstable economy; the directions of strategic controlling as a practical implementation of deviation management are identified. An approach to evaluate the effectiveness of a corporate strategy based on the size of a gap between the strategic plan and the real capabilities of an industrial company is proposed.