Formation Of Competitive Advantages Research Articles

Harnessing information systems for crafting and enhancing marketing strategies in promoting products and services effectively

The tendency of comprehensive digitalization with the active use of information technologies is currently a necessary component of marketing policy for the effective promotion of goods and services. The volume and properties of information arrays primarily influence the process of forming a relevant marketing strategy. The purpose of the academic paper is to study the role of modern information systems with the use of digitalization potential in optimizing marketing strategies for the formation of competitiveness and effective promotion of goods and services. The study was conducted using general scientific methods, namely: logical, structural and functional analysis, theoretical modeling, induction, deduction, specification, generalization and abstraction, tabular and graphical interpretation of theoretical information. In the course of the research, the main aspects of the formation of the enterprise’s marketing strategy under the influence of the trend of developing Internet marketing have been investigated. The structure of digitalized marketing and the fundamentals of information systems in the overall business strategy have been analyzed. The specifics of modern information systems and their promising areas of involvement in marketing processes have been considered. The potential of marketing in the hypermedia environment has been substantiated. The necessity of introducing digital technologies in the process of forming and improving the marketing strategy has been identified. Typical algorithms for searching, collecting, accumulating, classifying and processing marketing information for the effective promotion of goods and services have been highlighted. Directions for improving marketing activities based on the potential of modern information systems have been proposed, and the expedient tools for Internet marketing in the context of market dynamics have been specified. The practical significance of the research results lies in the possibility of their application in order to optimize the activities of market participants, which will result in the stable development of the company and the formation of competitive advantages in the promotion of goods and services.

Business continuity of culinary SMEs: Empirical study of personal branding, corporate branding, open innovation, and competitive advantage

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and sustainability of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in a competitive dynamic.

Strategy as a basic element of the company’s sustainable development

Business development and the formation of competitive advantages is the key to the success or failure of any commercial organization. Strategy is a tool for sustainable development and a mechanism for business transformation in an uncertain environment. In addition, if the company does not have a strategy, it may be difficult for employees to determine the correctness of tactical actions, as a result of which the company’s effectiveness is significantly reduced. The development of an organizational development strategy provides the company with important competitive advantages, including productivity and profit growth; improvement of interpersonal communication skills and hard work of employees; job satisfaction and motivation, etc. Timely and competent development of a development and growth strategy can help the manager to promote the company to a new level, ensure competitiveness and sustainable development in an unstable external environment. An effective strategy is flexibility that allows a company to quickly adapt to changing circumstances, use new opportunities and remain relevant in a dynamic market where customer interests change quite dynamically.

Дослідження та удосконалення конкурентних переваг підприємства

In the scientific literature, there is a variety of approaches to determining the essence of competitive advantages. It is well-known to define competitive advantages as characteristics, consumer properties of a product or brand that give an enterprise an advantage over its competitors. This advantage can be achieved by providing consumers with greater benefits, whether through the sale of more affordable products or the offer of high-quality goods with additional services, at comparatively higher prices. Ensuring competitive advantages is an important aspect of strategic enterprise management in a competitive environment. The variety of approaches to defining the essence of this category testifies to its multifaceted nature. The formation of competitive advantages at the enterprise can be achieved by rationalizing the cost of production, a high level of product differentiation, reasonable market segmentation, the introduction of innovations and a rapid response to market needs. Significant factors for ensuring competitive advantages at the enterprise are also an increased level of labor productivity and personnel qualifications, quality and technical level of manufactured products, managerial expertise and strategic thinking at all levels of management. Important factors influencing competitiveness are also warranty and post-warranty service, advertising, the manufacturer’s image and the market situation, including fluctuations in demand. The process of ensuring competitive advantage requires the enterprise to identify social interaction in the market environment, in particular, responding to criticism, the ability to learn, communicate and maintain connections with stakeholders. This creates the prerequisites for the effective development of the enterprise. In the process of ensuring competitive advantage, it is important to focus on innovations that allow you to gain a competitive advantage, such as new technologies, changes in customer demands, production costs and component availability.

Особливості стратегічного управління конкурентоспроможністю компаній зі страхування життя

The article defines the features of strategic management of competitiveness of life insurance companies (LICs). It is specified that the development of insurance and the need to protect people from the increasing impact of various risks associated with their livelihood, such as loss of income as a result of loss of human ability to work or the death of a family breadwinner, have led to the emergence of life insurance companies. It is noted that any decisions aimed at ensuring competitive advantages are risky, since they are based on the inability to accurately predict how the competitive environment will affect the company’s actions. The competitiveness management strategy of a LIC should take into account how likely its relationship with the competitive environment is, as this significantly increases the level of uncertainty in the management process and creates a risk that the company will lose in competition. A model of strategic management of the competitiveness of a LIC has been developed, which is closely related to the managerial qualities of its activities, that is, it provides for a certain complex that has: components of management, strategic goals, tactical tasks of management. An algorithm for assessing the level of management of the competitiveness of LICs has been proposed, which is based not only on the assessment of the competitive position through the efficiency of management, but also reflects the effectiveness of the insurance company’s activities in the formation of competitive advantages in the process of struggle for effective demand, taking into account the conditions of the insurance market and the needs of consumers. It is concluded that one of the important conditions for effective strategic management of competitiveness of life insurance companies is the study of the insurance market and determination of the competitive status of the company in it. Assessment of the level of competitiveness of a LIC is mandatory for all market participants who seek to maintain their place or increase their competitiveness. It is proved that managing the competitiveness of a life insurance company is a priority direction of the organization’s management, since it determines the company’s ability to exist in the market.

Методические основы оценки качества сайтов образовательных организаций (на примере Владивостокского государственного университета)

Currently, higher education institutions are focused on promoting their image on the Internet in order to occupy a certain niche there for presenting information about themselves. Thanks to the possibilities of the information Internet environment, universities contribute to improving the quality of the educational process. An important aspect in the formation of competitive advantages over other educational institutions is the quality of educational web resources. The distribution of scientific and educational streams is regulated by regulatory requirements that have a huge impact on the formation of the quality of websites of higher educational institutions. The important role of the monitoring process of assessing the quality of educational institutions' websites for the formation of recommendations based on the evaluation results according to the proposed methodology is revealed. The methodology is based on the theory of stakeholders, where groups of interested persons are considered by the fact of the existence of the studied object, indirectly or directly influencing it. A nomenclature of quality indicators has been developed based on the allocation of important criteria for each group, in this work these are students, parents, applicants and employees. The identification of indicators and values of their satisfaction serves as a foundation for the subsequent assessment of the quality of university websites according to the proposed methodology. The methodology includes several stages that accurately track all indicators during its use. The verification of the quality assessment algorithm was carried out on the example of the website of the Vladivostok State University. The data obtained are systematized and calculated according to the proposed formula, taking into account all interested groups. The results are of practical interest for a systematic assessment of the quality of educational institutions' websites and can be offered for use.

Оцінка вартості нематеріальних активів у системі франчайзингових відносин

The article is devoted to the assessment of the value of intangible assets in the system of franchise relations. The authors consider the theoretical foundation and methods of evaluation, in particular of trademark and know-how. Empirical analysis takes into account the value of physical and intangible assets, emphasizing the key role of the latter in the formation of competitive advantages. Particular attention is paid to factors affecting value, such as brand reputation and degree of innovation. The results of the article provide grounds for a conclusion about the effectiveness of franchising as a tool for business development and highlight the prospects for its further expansion in the context of market trends. The priorities of the application of approaches to the assessment of intangible assets and intellectual property objects have been systematized. A statistical assessment of the franchising market was carried out in 2018-2022. The article presents methodical approaches to the assessment of intangible assets. The authors unified the methods of estimating the value of intangible assets in franchising. Also, within the framework of the study, the main economic properties of intangible assets are outlined, in particular, they are: intangible nature, exclusivity and ownership rights, significance for business, validity period and limitations, cost and depreciation, preservation and management legal regulatory regime, etc. The authors focused attention on the aspect that assessing the value of intangible assets in franchise relations is a complex task that requires a comprehensive approach and consideration of various factors. The article emphasizes the aspect that the study of empirical aspects and the analysis of real scenarios will contribute to the further improvement of assessment methods and the expansion of understanding of the role of intangible assets in the franchising system.

International regional competitiveness of rural territories as a factor of their socio-economic development: Methodological aspects

The study aims to develop a scientific and methodological approach to the formation of a model for managing the international competitiveness of rural areas based on an assessment of the existing export and production potential to form priorities for their socio-economic development. Research methods involve a systematic approach, an integrated approach, an algorithmization using methods of integral assessment of competitiveness, etc. The research allowed the development of a conceptual model for managing the international competitiveness of rural regions. The model includes a variable list of determinants and indicators of the formation of competitive advantages of rural territories depending on the export-production potential and strategic goals of their development. The paper presents a model management algorithm and a set of complementary methodological techniques used to assess international and regional competitiveness. The scientific novelty lies in the developed scientific and methodological approaches and practical recommendations for the formation of international and regional competitiveness in rural areas. Moreover, a system of determinants of the competitiveness formation of rural territories and a system of indicators for its assessment have been developed.

Маркетингова діяльність підприємств на ринку експрес-доставки України

It was established that the main factors that contributed to the growth of express delivery services demand in Ukraine are the development of the Internet in Ukraine and the increase of its users, the decrease in the free time of Ukrainians, the desire to optimize it, and the growth of retail trade. The main companies that provide express delivery services include "Nova Poshta", "Ukrposhta", Meest, Justin, Delivery Auto, Epicenter, and Kasta. It was determined that the most famous brand is the "Nova Poshta" company, which also has the largest number of points of contact with consumers, although Justin company fulfills orders the fastest. The results of office research indicate that the most optimal ratio in terms of price-quality indicators is typical for the company "Ukrposhta" and Justin. In the express delivery market, the biggest threat to postal operators is re-tail trade networks, which are actively developing their delivery of goods. At the same time, services focused on new market segments also appear. Domestic services and delivery services were signifi-cantly affected by the full-scale war. However, the express delivery market quickly recovered from the shock and partially recovered. The impact of the war on the work of some domestic services and delivery services - Bolt Food, Glovo, Liki24, "Nova Poshta", and Meest Express delivery services - was analyzed. The formation of competitive advantages of operators in the market of express deliv-ery services can be ensured by their comprehensive use of tools of the marketing complex, and the formation of co-branding departments. The article presents the features of the toolset of the mar-keting complex of companies in the service sector. When developing strategies for the development of services and delivery services, the latter must take into account the needs and behavior of con-sumers. Therefore, it is important to provide information for the marketing activities of companies. New information technologies, including Big Data, artificial intelligence, and machine learning tech-nologies open up significant opportunities for its improvement. They allow you to collect the neces-sary information for the development of tools for the marketing complex of the express delivery company, adapted to the needs of individual market segments.

Specifics of the formation of competitive advantages of mining and metallurgical companies on the example of Nornickel

Specifics of the formation of competitive advantages of mining and metallurgical companies on the example of Nornickel

Специфіка формування конкурентних переваг ЗВО на основі ціннісного підходу в умовах війни

The purpose of the study is to develop proposals for the formation of competitive advantages by higher education institutions in the context of war based on a value-based approach. Methodology. The theoretical and methodological basis of the work is a system of general sci-entific and special methods of scientific knowledge, which are directly related to the purpose and objectives of the study. The research methods used in the study include statistical, comparative analysis and generalisation methods to identify the factors influencing the change in demand in war-time. Index methods were used to assess the severity of competition and the core of the higher edu-cation market. The method of hierarchy analysis by T. Saaty was used to establish the weight of value criteria by students, independent of the subjectivity of their choice. Findings. It has been found that in the higher education market, the concept of marketing in-stitutionalisation was applied in response to the spread of the COVID-19 pandemic and the specifics of higher education institutions in wartime. This has forced the educational, scientific and innova-tive components of higher education institutions to undergo dramatic changes. Based on the analysis of the competitive environment of higher education institutions and the results of a marketing study of student opinion, the value parameters of students' choice of higher education institutions in times of war are identified. The value parameters of the choice of higher education institutions include: the level of qualification of the teaching staff; the region of location of higher education institutions; cooperation with foreign universities; reviews in social networks; and the availability of the chosen speciality. Using the method of hierarchy analysis, T. Saaty has established a ranking of universities ac-cording to the criteria that are valuable for students. As a result of the study, recommendations are made on the implementation of value parameters of students' choice of higher education institutions in the model of providing educational services of higher education institutions. It is proved that the model of providing educational services of higher education institutions should be developed taking into account the strategic directions of development of higher education institutions, hierarchical, value-based approaches, added value and complementary development of related and compatible sectors of the economy. Practical implications. The model of providing educational services by higher education insti-tutions based on the value-based approach is recommended to be used in the development of pro-grammes to motivate students to return to the country after completing their studies in order to re-store Ukraine's economy in the post-war period by the marketing departments of such institutions as the Ministry of Digital Transformation, the Ministry of Education and Science of Ukraine, the Ministry of Infrastructure of Ukraine, the State Employment Service under the Ministry of Econo-my of Ukraine and other institutions. Value. The implementation of value-based parameters of choice by higher education institu-tions in the model of providing educational services by higher education institutions increases the ability for dynamic growth in innovation and integration, adaptive flexibility to changes in the glob-al higher education market, and ensures the realisation of national interests in education. Taking in-to account international rankings will help to raise awareness among consumers of educational ser-vices about the priority of educational services, identify the professionalism of staff, improve the quality of management of educational processes, and facilitate the integration of higher education institutions into the international scientific and educational space.

DISPROPORTIONS IN CHINA'S REGIONAL DEVELOPMENT AS A FACTOR OF INFLUENCE ON THE FORMATION OF COMPETITIVE ADVANTAGES OF TERRITORIES

Disparities in regional development have a significant impact on the economic This article examines the disproportions of regional development of the People's Republic of China as a factor influencing the formation of competitive advantages of territories. The study of differences in levels of economic development between regions of China identified areas with significant potential for growth and identified constraints for less developed regions. The investment attractiveness and development of certain industrial sectors are influenced by the development of infrastructure and access to resources. The level of education, qualifications and human resources of different regions forms different potential for territories in attracting talented workforce and developing knowledge of the established industries. The level of innovation, research and development in different regions forms competitive advantages for those territories that have advantages in the introduction of new technologies and the creation of innovative products. The geographical location of the regions determines the territories that have easier access to key markets and international trade routes, which accordingly creates competitive advantages for such territories.

MANAGEMENT OF THE AGRICULTURAL ENTERPRISES' COMPETITIVENESS IN THE CONTEXT OF FOOD SECURITY

In the modern conditions of globalisation and transformation, food supply, food safety and development of the agricultural sector are the determining factors of stability. The country's agriculture requires increased competitiveness and the formation of competitive advantages, and agricultural production is one of the risky types of business activity. The insufficient level of development of enterprises in the agricultural sector is due to the need for a system of effective mechanisms for managing the development and competitiveness of agricultural enterprises. The aim of the publication is to study the trends in the development, formation and functioning of agrarian enterprises in the current realities and to develop a mechanism for managing the competitiveness of agrarian enterprises. Results. The paper considers the issues of peculiarities, trends in the development and functioning of agricultural enterprises in modern conditions. The essence of the concept of competitiveness and peculiarities of formation of competitiveness of agricultural enterprises are defined. An assessment of agricultural production is carried out and an analysis by groups of producers is carried out. The dynamics of the number of agricultural enterprises for 2008-2021 was determined. Factors influencing the formation of competitiveness of agricultural enterprises and the place of Ukraine in the world ranking of exporters of agricultural products have been studied. The essence of the mechanism of managing the competitiveness of agricultural formations is substantiated. A model of the mechanism of managing the competitiveness of agricultural enterprises was developed, including economic, organisational and legal subsystems. Conclusions. The existence of competitive advantages is an essential aspect of competitiveness, and increasing the level of competitiveness of agricultural formations and optimising their functioning in conditions of uncertainty is a priority direction of the agricultural sphere of the national economy. Competitive agriculture should ensure the country's food security and contribute to the effective development of rural areas.

Features of the formation of the strategy for positioning of agricultural enterprises

The article is devoted to the study of the peculiarities of the formation of the strategy for positioning of agricultural enterprises. The interpretation of the concepts of "strategy", "positioning strategy" and the cycle of strategic formation of competitive advantages of an agro-industrial enterprise are studied. The main principles that can be taken into account in the process of forming the strategy for positioning agricultural enterprises are highlighted. The study emphasizes the importance of studying and implementing effective positioning strategies to ensure the stability and competitiveness of an enterprise in the market. In the context of modern challenges and trends in the development of the agro-industrial sector, the authors consider the key aspects that determine the effectiveness of the positioning of enterprises in a competitive environment. Factors such as technological level of production, compliance with quality standards, logistics infrastructure, as well as the influence of economic and political conditions on the formation of the strategy for positioning of agricultural enterprises are analyzed. The authors highlight the need for an in-depth analysis of internal and external factors affecting the activities of agricultural enterprises and consider the importance of effective communication to achieve unique value to consumers. The study examines legislative initiatives aimed at simplifying the change in the target designation of land plots in order to attract investments for the reconstruction of Ukraine. The authors consider how military events affect strategic management in agricultural sector and change approaches to business. The work aims to reveal current challenges and opportunities for agricultural enterprises during the military conflict and provides practical recommendations for effective management in conditions of instability. It is noted that the implementation of digital technologies and innovations plays a key role in the formation of a successful positioning strategy, ensuring the effective use of resources and increase in competitiveness in the market. The paper also examines the prospects and challenges facing agricultural enterprises in the context of forming a positioning strategy in modern conditions. The study indicates that the use of digital technologies is becoming a strategic direction for the development of the Ukrainian agro-industrial complex in the conditions of modern technological progress

COMPETITIVE ADVANTAGES IN THE MARKET OF CONSULTING SERVICES: MARKETING ASPECT

The article summarizes the arguments and counterarguments about the features of the formation of competitive advantages in the Ukrainian market of services on the example of consulting for the period 2010–2021. According to the results of the analysis and generalization, the author’s understanding of the concept of “competitive advantages”, the factors of their formation presented. The article describes the interconnection of competitive strategies with the process of forming competitive advantages. The process of economic analysis revealed the immaturity of the consulting market in Ukraine and its institutional vulnerability. The reasons for the instability of demand for consulting services described. The leadership matrix for Ukrainian consulting companies built in accordance with the typology of competitive strategies F. Kotler. The analysis revealed an updated list of competitive advantages of companies that formed under the influence of the Covid-19 pandemic and martial law in Ukraine. It proved that the main advantage of companies is the competence of consultants. Recommendations for the development of consulting companies in Ukraine and strengthening their competitive advantages, taking into account the construction of an effective marketing management system and use the consulting service standard. The research results can be useful for consulting companies wishing to improve their competitiveness and to expand the segment of their services in the market.

Competitive Analysis of the Business Environment in the Development of a Startup Project

Relevance. In market conditions of doing business, organizations are forced to compete with each other, find new markets, goods/services that satisfy the rapidly changing needs of customers, quickly responding to the challenges of the external environment. To win the competition, companies introduce high-quality goods and services, use computer technologies, modern equipment, and innovations. The virtual reality market is becoming a rapidly developing and promising market. The development and launch of startup projects in this area is becoming a relevant area of research and development. That is why the problem of conducting a competitive analysis of the business environment when developing startup projects comes to the fore and requires its scientific and practical solution.The purpose of the study is to conduct a competitive analysis of the startup’s business environment and, on its basis, identify directions for the formation of the project’s competitive advantages. The study was carried out using the example of the development of a startup project “Creation of a virtual reality club Enter. VR".The objectives are set based on the topic of the study and are aimed at justifying the relevance of solving the identified problem, studying the main trends in the development of the global and Russian virtual reality market, conducting a competitive business environment for a startup and identifying, on its basis, directions for forming the competitive advantages of the project.The methodology involves the use of empirical and comparative analysis methods, as well as methods of tabular and graphical visualization of source data and research results.Results. The results of the study provide for solving the problems posed in the study and substantiating the conclusions obtained.Conclusions. Using the example of the development of the startup project “Creation of a virtual reality club “Enter. VR" a competitive analysis of the business environment was carried out, the competitive and most attractive segments of the virtual reality market in the Kursk region were identified, recommendations were formulated for the formation of competitive advantages of the virtual reality club "Enter. VR", which can be adapted into the practice of other startup projects.

Financial and security factors of competitiveness of agricultural enterprises under martial law

The subject of the study is to determine the impact of military destruction, risks and threats and the resulting changes in the role of factors of functioning and competitiveness of domestic agricultural enterprises. The purpose of the article is to identify and evaluate financial and security factors as the main ones for survival, achievement of competitive advantages and competitiveness of domestic agricultural enterprises in the conditions of war. The methodological basis of the article is the theoretical provisions of enterprise economics, a set of general scientific and special research methods, including: systematic approach, monographic, statistical and economic, analysis and synthesis of economic information. Results of the article. It is substantiated that the formation of competitive advantages and competitiveness of agricultural enterprises is formed by groups of factors of internal organisation and resource potential; customer orientation; competitors; and prospects. However, in the context of martial law, the factors of finance and security of agricultural enterprises have become of paramount importance. Security is understood as protection from missile attacks, invasion, mine contamination and mine explosions, safe accommodation and protection of people. The priorities of agribusinesses are to recover costs before generating profits. Financial performance remains a priority for innovation, staff development, and social responsibility and inclusion programmes. Field of application of results. The conclusions and results of the article can be used in the educational process in the training of students of economic specialities. Conclusions. Domestic agribusiness forms the food security of the state and affects the food security of the world, and the state, with limited budgetary resources of direct support, is the key to the security and competitiveness of agricultural enterprises under martial law.

Environmental trends in the development of aviation management

The article considers the role of the ecological factor as a global trend in the current conditions of doing business and its impact on the competitiveness of the aviation complex. The peculiarities of the formation of competitive advantages depending on the ecological component in aviation activity are determined. The components and processes that have a direct impact on the development of the export potential of the aviation complex are analyzed. It is revealed that the issue of ecology as a factor of competitiveness of aviation enterprises remains out of the question. The purpose of the article is to determine the impact on the formation of the competitiveness of aviation complex of such a factor as ecologization. At the present stage, processes of ecologization of transport infrastructure are irreversible, and in the conditions of high non-environmental aviation transport they will have an impact on the subjects of the aviation complex market. Innovative and ecological activity in the conditions of the modern economy plays an important role in the timeliness and professionalism of making economic and ecological decisions for the development of the enterprise, the region, and the state. Limited resources, highly qualified personnel, uncertainty in the economy, changes in the market, all this has a huge impact on innovative design, but if we consider the design problem from a methodological point of view, then one of the important and defining problems is the inconsistency of the basic design models of the industry. Therefore, in each specific case, it is necessary to determine the model and adapt it according to the results of the analysis of the industry and the enterprise.

Analisis Daya Saing Komoditas Bawang Merah di Desa Songan B Kecamatan Kintamani Kabupaten Bangli

Analysis of the competitiveness of the shallot commodity in Songan B Village, Kintamani District, Bangli Regency
 Shallots are one of the commodities in horticulture sector. Shallots have been one of the main commodities of horticultural products cultivated by farmers in Indonesia for a long time. Shallots have long been cultivated by people in Bali specially in Bangli Regency. The purpose of this study was to determine how much competitiveness the shallot commodity has in Songan B Village, by calculating the amount of competitive advantage and comparatif advantage. Sample determination technique using Purposive Sampling technique. Sample that use in this research is farmer of Songan B village who are working on farming a who cultivating shallots selected with a total of 46 shallot farmers. Data collection was carried out from August to October 2022 in Songan B Village, Kintamani District, Bangli Regency. The analytical tools used to calculate competitive and comparative advantages are Policy Analysis Matrix with Private Cost Ratio and Domestic Resources Cost as indicators. Research results shows that shallots farming in Songan B Village has competitiveness in the form of competitive advantage and comparatif advantage, and also can compete nationally and globally, with a PCR indicator worth 0.225674947 which means it has a competitive advantage, and the DRC indicator is worth 0.323329213 which means it has a comparative advantage.

ENSURING THE COMPETITIVENESS AND FINANCIAL STABILITY OF TRANSPORT AND LOGISTICS COMPANIES IN THE CONDITIONS OF RUSSIAN-UKRAINIAN WAR

The article analyzes the features and factors of the international market of transport and logistics services and new trends caused by the full-scale russian invasion of Ukraine. The market of transport and logistics services of Ukraine in terms of production and financial performance of its participants has been also studied. Moreover, the paper presents a comparative analysis of the process of forming a strategy for the competitiveness of a transport and logistics company in peacetime and in wartime. It is noted that in wartime a company should be aimed not so much at increasing market share, but at preserving its position. In this aspect, the end-to-end monitoring of the financial performance of a transport and logistics company plays an important role. The authors identify seven main stages of formation of a strategy of competitiveness of a transport and logistics company in wartime, which are analyzed in detail in the work. The paper also emphasizes that the main parameters determiming the competitiveness of transport and logistics services are complex parameters of quality, price and compliance of the product with certain standards. The analysis has identified key evaluation indicators for each of the above parameters. The conclusions of the authors are illustrated by the scheme of ensuring the competitiveness of the transport and logistics company. Thus, ensuring competitiveness is a complex mechanism of interaction of a transport and logistics company with other market subjects, the formation of competitive advantages and ensuring financial stability, differentiated by time, manifestation, structure and is the basis for determining the efficiency of a transport and logistics company and its real competitive position on the market. A promising area of research is the development of measures and tools to ensure the efficiency of transport and logistics companies by identifying and implementing their key competitive advantages in military conditions, the formation of alternative strategies for competitiveness.