IMPROVEMENT OF MARKETING ACTIVITIES TO ENSURE THE COMPETITIVENESS OF THE ENTERPRISE

Abstract

The success of a modern enterprise largely depends on its ability to compete effectively on the market. However, in a world saturated with competition and constantly changing conditions, gaining and maintaining competitiveness requires constant analysis, strategic planning and improvement of all aspects of the enterprise. One of the most important means of achieving this goal is marketing, which plays a critical role in creating and managing relationships with consumers, as well as determining the company's competitive advantages in the market. Marketing activity, in turn, is constantly evolving, adapting to changes in consumer preferences, technological innovations, competitive environment and other factors. In this connection, there is a need for constant improvement of marketing strategies and tools to ensure the competitiveness of the enterprise. However, many businesses face a number of challenges and obstacles in implementing successful marketing strategies, which can lead to a loss of market position and profitability. Research and development of effective marketing strategies that meet the unique needs of the market and contribute to the improvement of the quality of products or services are becoming a necessity for enterprises that seek not only to survive in a competitive environment, but also to thrive in it. The research substantiates the essence of the enterprise's marketing activity in broad and narrow aspects. It is analyzed how the marketing strategy and marketing as a whole affects the competitiveness of the enterprise. It has been established that the role of marketing is that its toolkit is the only factor influencing consumer behavior in order to stimulate the sale of the company's own products. In this way, it can be formed and implemented directly by the enterprise. Using a specific example, it was analyzed how effective marketing activity affects the competitiveness of the enterprise. Effective implementation of marketing strategies becomes a key factor for achieving competitive advantages and ensuring stable development of enterprises in the modern market environment. A successful marketing strategy involves the company's ability to meet the changing needs of consumers and adapt to the dynamics of the competitive environment. Successful companies achieve their great success through marketing innovation. The introduction of new marketing strategies at the enterprise is an effective way to increase competitiveness, as it leads to the creation of new products and the conquest of new markets, increased investment and reduction of various types of expenses, as well as maximizing the company's profit.