Механізм управління конкурентоспроможністю підприємства в умовах нестабільності

Abstract

The article examines competition as one of the most important components of the functioning of the market economy. The essence of the concepts \"competition\", \"competitiveness of enterprise\", \"management the competitiveness of enterprise\" and \"crisis management\" is clarified. An important prerequisite for managing the competitiveness of the enterprise in conditions of instability is to determine a set of factors that directly affect the state of its competitiveness. The influence of external and internal factors on the competitiveness of the enterprise is analyzed, in particular, it is determined that external factors have a more significant influence on the management of the competitiveness of the enterprise in conditions of instability The expediency of anti-crisis management at the enterprise is substantiated. The peculiarities of the system of anti-crisis management of competitiveness are revealed and its purpose is formulated. The mechanism of management of competitiveness of the enterprise in the conditions of instability which consists of four consecutive stages is developed. The competitive forces acting on the enterprise are tracked using the method of five competitive forces of M. Porter, which includes five types of competition due to which the enterprise receives significant competitive advantages in conditions of instability and crisis of the economy. This model includes five types of competition: between existing competitors in the market, on the part of substitute goods, on the part of potential competitors, competitive power of suppliers, competitive power of consumers. The construction of a logical concept for managing the competitiveness of the enterprise in conditions of instability, aimed at defining clear strategic and operational measures. The main methods of increasing the competitiveness of the enterprise in conditions of instability, such as marketing research, marketing strategy, market segmentation, and marketing are formed. The factors by means of which it is expedient to carry out an estimation of a level of competitiveness of the enterprise in the market are defined. A number of measures have been proposed to increase the level of competitiveness of the business entity in conditions of instability.