KEY ASPECTS FOR THE FORMATION OF COMPETITIVENESS OF THE COMPANY

Abstract

The competitiveness of the enterprise is an independent system category that reflects the degree of realization of the purpose of the enterprise in its interaction with the environment. Сonscious and purposeful management of the competitiveness of the enterprise - is the key to ensuring the survival of the enterprise in a competitive environment.

The purpose of the article is to study the key aspects of the formation of the competitiveness of the enterprise, their systematization and generalization.

The key aspects of formation of competitiveness of the enterprise are investigated. The essence and properties of competitive advantages are considered. The factors influencing the intensity of competition are determined. Methods of the complex analysis of interaction of factors of external environment and competitiveness of the enterprise are grouped. The expediency of choosing effective competitive strategies taking into account the nature of the external competitive environment and internal conditions of activity is substantiated. The competencies that market participants should have are established. The importance of purposeful management of enterprise competitiveness is argued. The components of the process of managing the competitiveness of the enterprise are revealed. The principles of enterprise competitiveness management are highlighted.

The scientific novelty is to provide purposeful management of the competitiveness of the enterprise. Especially today it is extremely important: first, to understand that between competitive possibilities of the state, branch, the goods and the enterprise there is a causal connection; secondly, to know the main competitive advantages and ways to achieve them by a particular enterprise; thirdly, to be able to analyze the position of the enterprise in a competitive environment and to diagnose the market danger of competitors. Сompetitive advantage is a concentrated manifestation of advantage over competitors in various spheres (types) of enterprise activity. That is, the competitive advantage of a market participant is manifested in its greater competence compared to another.

To solve specific problems of building rational behavior of market participants in a competitive environment, it is advisable:   

1. Identify the mechanism of competition and its regulation in social production.
2. Define the boundaries of a competitive market and the composition of major competitors.
3. Carry out a comprehensive analysis of the level of intensity of competition in the market and forecast its dynamics.
4. To study the nature of the external competitive environment.
5. To determine the competitive status of the enterprise taking into account the components of its competitiveness and to diagnose the competitiveness of the enterprise.
6. Choose effective competitive strategies taking into account the nature of the external competitive environment and internal conditions of the enterprise.

Conclusions. Competitiveness determines the prospects for further development of the enterprise, the ability to achieve strategic goals and objectives and includes: the ability to adapt to changes in the external environment, provide a certain level of competitive advantage, compete with competitors and develop successfully. To function effectively in the market, it is not enough just to assess the competitiveness of the enterprise. You need to be prepared for different market situations. Sustainable growth of the competitiveness of the enterprise can be ensured only if the development of appropriate competitive strategies and their adjustment depending on changes in the nature of the market. Increasing the competitiveness of the enterprise is a guarantee of increasing the country's competitiveness. A promising area of further research is the assessment of the level of competitiveness of the enterprise, based on the methods of system analysis; systematization and generalization of factors to increase the competitiveness of the enterprise.