ASSESSMENT OF THE EFFICIENCY OF THE COMPANY’S COMPETITIVE STRATEGY

In the conditions of a market economy, the choice of competitive strategies by enterprises and real sectors of the economy will determine their further development and position on the domestic and foreign markets. The current stage of development of the world economy is characterized by a number of signs that a new model of economic growth is being formed, namely: globalization of business, dynamic development of competition, emergence of new technologies and methods of production organization, shortening of product life. Thanks to these conditions, only those enterprises are able to correctly choose and formulate strategies that allow them to focus on priority areas of activity, use flexible forms of organization and management to carry out activities, and effectively use available resources and their achievements. Therefore, it is especially important to understand the nature and place of competitive strategy in the process of business management. Thus, the common criteria for defining the concept of «competitive strategy» for many scientists are: obtaining a competitive advantage; achieving a competitive position; achieving the level of competitiveness. The purpose of this study is to develop measures to increase the level of competitive advantages of the enterprise in the market environment. In accordance with the goal, the following tasks were solved: the importance of competitive strategy in business management under modern conditions was determined and the methods of evaluating the effectiveness of competitive strategy were analyzed. The object of the study is measures, methods, marketing tools to increase the level of competitive advantages of the enterprise. The subject of the study is the analysis of business management processes in the market environment. As a result of this study, the place of competitive strategy in business management was determined and improved, the main tools and measures of competitive strategy among sales management processes and the need for comprehensive application in the system of marketing measures were determined. The concept of competitive strategy is revealed and its inextricable relationship with marketing is proven. It was established that competitive strategy is a system of organizing a favorable business environment in combination with tactics of actions to support the longterm competitive position of the enterprise on the market, and the criteria for defining the concept of «competitive strategy» are: obtaining a competitive advantage; achieving a competitive position; achieving the level of competitiveness.