CHOICE OF COMPETITIVE STRATEGIES IN INTERNATIONAL CLOTHING MARKETS
Abstract
Today's international clothing market is extremely competitive. Companies engaged in the production and sale of clothing in international markets must develop effective competitive strategies that will allow them to stand out from their competitors and gain market share. The article is devoted to the analysis of aspects of choosing competitive strategies in international clothing markets. Approaches to defining the concept of "competitive strategy" have been analyzed and systematized. Based on the results of the research, the author's definition of the category "competitive strategy of the enterprise" was formulated: Competitive strategy is a systematic plan of action developed by a business entity in order to achieve a competitive advantage in the market. It provides for the determination of ways that will allow the enterprise to increase the efficiency of production and sale of products in the conditions of a competitive environment and obtain a larger profit. The author's definition makes it possible to better reveal the essence of competitive strategy as a systemic approach to achieving competitive advantage in international markets. Various approaches to the classification of competitive strategies in international markets, which are proposed by such well-known researchers as A. Little, F. Kotler, M. Porter, etc., have been studied. During the review of these strategies, the importance of adapting strategies to different situations and conditions of international markets was emphasized. When analyzing the classification of competitive strategies, it was found that each of the approaches is quite different in terms of obtaining competitive advantages and ways of preserving them for a long time. Different types of companies coexist and complement each other on the market, so competition is conducted by different methods based on different competitive strategies. It was found that the most optimal is the classification according to A. Little. Based on the analysis, recommendations are offered for companies engaged in the production and sale of clothing on international markets. An analysis of the choice of competitive strategies for an international company operating on the international clothing market has been carried out.
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