THE ESSENCE AND CHARACTERISTICS OF THE COMPETITIVENESS OF TRADE ENTERPRISES

Abstract

The article is devoted to topical issues of systematization and characteristics of approaches to determining the essence of the competitiveness of enterprises. In order for the economy of any country to develop successfully and be sustainable, it is necessary to have a fairly high level of competitiveness of domestic enterprises. In modern business conditions, the escalation of military conflicts and competition, the economy of Ukraine is undergoing significant changes and transformation, and the business environment is characterized by variability. Nowadays, companies are fighting not only for resources, but also for expanding their market niche and attracting new customers. At the same time, the desire of business entities to maximize profits, which depends on the level of its competitiveness, remains unchanged. The problem of effective management of the competitiveness of business entities and the issue of choosing a strategy for increasing the competitiveness of trade enterprises are gaining relevance. In modern economic conditions, the aggravation of military conflicts, crisis phenomena and the strengthening of competition contribute to the dynamism, changeability and transformation of the economy of Ukraine. The needs of modern society are growing rapidly, therefore stable economic development of the country is extremely important, which can be achieved thanks to the increase in the competitiveness of domestic trade enterprises. The purpose of the study is to study theoretical approaches to determining the essence of the competitiveness of trade enterprises, and their characteristics. An analysis of existing approaches to determining the essence of "enterprise competitiveness" was carried out, which can become the basis for developing a strategy for effective management of its level for trade enterprises. The main areas of state support by the government of Ukraine to domestic enterprises in wartime conditions have been studied. The significant influence of the military aggression of the russian federation on the development of domestic business is determined. It was determined that the consequence of the full-scale invasion of the russian federation was the cessation of activity of about 50% of Ukrainian companies (taking into account the companies that were located in the temporarily occupied territories). The list of the main actions of the Ukrainian government to support business during the war is characterized.