Competitiveness management of enterprises: theoretical aspect

DOI: 10.31673/2415-8089.2022.032328

Abstract

The article is devoted to topical issues of determining the main approaches to the formation of the essence of the competitiveness of an enterprise and its management in an unstable market environment and risk. The content of the concepts "enterprise competitiveness" and "competitiveness management" studied. From the author's point of view "competitiveness of the enterprise" is a combination of the advantages of the enterprise in the market, which allow the production and sale of goods (services) at the best price and non-price characteristics for consumers relative to their competitors. The author proposed to understand the concept as a process of developing management actions in accordance with the functions of management, aimed at studying their own activities relative to competitors, identifying opportunities and threats, strengths and weaknesses, which will allow timely development of management measures to adapt the enterprise to new circumstances and receive the desired profits in long-term perspective. The development of a mechanism for managing the competitiveness of an enterprise in an unstable market environment is proposed, aimed at determining clear strategic and operational measures to increase the level of competitiveness and minimize risks. As part of the mechanism for managing the competitiveness of an enterprise, a system of methods of economic and strategic analysis, as well as methods for managing risks (deviation from risk; risk reduction; absorption and financing of risk; transfer of risk to another person) recommended. It proved that the conditions of enterprise uncertainty cannot be completely eliminated, but it is an element of objective activity. However, there is a subjective side, the management of the enterprise, capable of carrying out effective measures to make a profit.

Key words: competitiveness, management, mechanism, risk, enterprise.

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