COMPANY COMPETITIVENESS:ESSENSE AND PRINCIPLES OF MANAGMENT

Abstract

The article examines the essence of enterprise competitiveness and substantiates the key principles of its management in modern economic conditions. Various scientific approaches to interpreting competitiveness are analyzed, its main characteristics are identified, and the key internal and external factors influencing the formation of competitive advantages are determined. Particular attention is paid to the interdependence of these factors and their strategic role in ensuring sustainable market positions and long-term enterprise development. The study also explores M. Porter’s basic competitive strategies: cost leadership, differentiation, and focus strategy. Cost leadership aims at minimizing production and operational costs to achieve price advantages, differentiation focuses on creating unique value propositions that distinguish the enterprise from competitors, while the focus strategy concentrates on serving a specific market segment with tailored products or services. These strategies are considered as important approaches to achieving and maintaining competitive advantages under different market conditions. The role of integrated competitiveness management is defined as an essential element of enterprise development. It is based on principles such as a systemic approach, adaptability, continuity, and customer orientation. These principles ensure coordination of enterprise activities, timely responses to environmental changes, continuous improvement of competitiveness, and effective satisfaction of consumer needs. In addition, the necessity of applying modern analytical tools in the formation of competitive strategies is substantiated. Such tools improve market analysis, help evaluate internal capabilities, identify opportunities and threats, and support more effective strategic and managerial decision-making. Overall, the research emphasizes that effective competitiveness management requires a comprehensive approach combining theoretical principles, strategic frameworks, and practical analytical tools. This enables enterprises to strengthen their market positions, adapt to dynamic economic conditions, increase operational efficiency, and ensure long-term sustainable development in a competitive business environment.