STRENGTHENING THE ENTERPRISE COMPETITIVE POSITION ON THE TRADE SERVICES MARKET AS A FACTOR IN OPTIMIZING OPERATIONAL MANAGEMENT
Abstract
The article is devoted to enterprise' strong competitive position formation and using methods of competitive position strengthen on the commercial services market. It is determined that in modern conditions, the foundation for the survival and continuous development of an enterprise in a highly competitive environment is the formation of competitive advantages that underlie its effective functioning and development. The content and peculiarities of classifications of signs of competitive advantages in the system of factors influencing the level of competitiveness of an enterprise are disclosed. It is emphasized that the competitive advantages of enterprises should be considered as the ability to create higher and more recognizable consumer value compared to competitors, which arises due to the dynamics of the key abilities of enterprises, characterized by uniqueness in a competitive environment and leads to an increase in economic performance and ensuring its competitiveness. The article proposes a conceptual approach to ensuring the competitiveness of enterprises in a crisis, which, unlike the existing ones, provides for a consistent structuring of the competitive advantages of an enterprise, taking into account the peculiarities of the crisis environment, and an anti-crisis instrumentarium that minimizes the impact of the crisis on the enterprise's activities and includes theoretical, methodological and practical components of substantiation of strategic directions of formation and development of key potential capabilities of an enterprise, implementation of the mechanism of development of the. The scientific and methodological approaches to ensuring the competitiveness of enterprises during a crisis are substantiated, which, unlike the existing ones, involves a combination of strategies that include a logical understanding of the unique challenges posed by the crisis environment, investment in innovation and research and development, building and maintaining strong relationships with stakeholders, focusing on financial management, prioritizing the welfare and involvement of employees, as well as regular review and evaluation of crisis management plans.
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