COMPETITIVE STRATEGIES OF ENTERPRISES IN THE ECONOMIC CRISIS

The article considers the types of competitive strategies for use in an economic crisis. Large-scale crisis processes at all levels of management, reformatting the business environment, coronavirus restrictions lead to increased competition between enterprises. This leads to the formation of an optimal competitive strategy, considering the objective crisis processes, which are predicted to be long-term. Therefore, depending on their economic potential, enterprises are forced to choose either a survival strategy that involves evolutionary development considering the current situation; or a breakthrough strategy that focuses on market leadership. The expediency of developing an anti-crisis strategy in crisis conditions is substantiated. Such a strategy is a long-term policy document that contains a set of consistent actions and management decisions to prevent a crisis and ensure the competitiveness of the corporation. The right choice and effective implementation of competitive strategy will allow the company to realize competitive advantages and stabilize its activities in crisis conditions, creating a basis for further development in a more favorable economic situation. It is concluded that in times of economic crisis, competitive strategies of enterprises should be adjusted to consider the factors of falling effective demand, market contraction, objective pandemic constraints, rising prices for raw materials, inflation, changes in strategies of major competitors and potential competitive advantages. The expediency of implementation in competitive strategies of enterprises of measures on diversification of production, use of digital technologies and means of e-commerce is substantiated.