COMPOSITION AND INDICATORS OF ASSESSING THE POTENTIAL FOR INCREASING THE COMPETITIVENESS OF ENTERPRISES

An important goal of the economic activity of many enterprises is to ensure their sustainable economic development. In turn, one of the main conditions for such development is enterprises with the potential to increase their competitiveness. However, estimating the magnitude of this potential faces significant difficulties. These difficulties are due to the complexity of building the potential to increase the competitiveness of enterprises and the need for simultaneous use of several indicators for its evaluation. Therefore, the purpose of this study was to determine the composition and establish indicators for assessing the potential for increasing the competitiveness of enterprises. It is shown that the potential of competitiveness of the enterprise should be identified with its ability to ensure a certain level of its competitiveness in the future. The following types of this potential are distinguished: 1) short-term internal potential of competitiveness, which characterizes the maximum possible level of competitiveness of the enterprise, which can be achieved in the short term with the current parameters of the external environment; 2) the total short-term competitiveness potential characterizing the maximum possible level of competitiveness of the enterprise which can be achieved in the short term considering changes in the external environment caused by increasing the level of competitiveness of the enterprise; 3) the total prospective potential of competitiveness, which characterizes the maximum possible level of competitiveness of the enterprise, which it can achieve over a period of time, taking into account all possible changes in the internal and external environments of the firm. A number of indicators assessing the potential for increasing the competitiveness of enterprises are presented. They are divided into relative and absolute. In turn, relative indicators are also divided into two groups. The calculation of the indicators of the first group involves comparing the predicted values of certain absolute indicators in the studied enterprise with the predicted values of these indicators in competitors. The calculation of indicators of the second group involves comparing the relative indicators of the first type with the actual values of the relevant indicators at this enterprise at the present time.