DEVELOPMENT OF THE STRATEGY OF AGRICULTURE ENTERPRISES IN THE CONDITIONS OF STRENGTHENING COMPETITION

The article reveals theoretical approaches to the formation of competitive strategies for the functioning of enterprises of the agro-industrial complex of Ukraine. Taking into account the production and export potential of the domestic agricultural market, there is a need to form and use new and improve existing strategies that would provide enterprises with competitive advantages. The study analyzed the existing strategies, their advantages and disadvantages, identified factors affecting the formation of a competitive strategy of agricultural enterprises both on the national and global markets. It is shown that the formation of competitive strategies, and therefore competitive advantages, takes place in the conditions of interaction of all subjects of the market system. Attention is focused on the fact that the main forming factors of the strategy of agricultural enterprises are the internal basic micro-environment, active business meso-environment, competitive macro-environment, situational analysis, strategic tools, own active strategies and strategies and actions of competitors. Factors that act only at the level of the enterprise, industry and country directly affect the level of competitiveness of agricultural enterprises, but are not the only center of their formation, since other factors are important in this process, as well as market forces, the needs of consumers of products and the capabilities of the enterprises themselves manufacturers On the basis of the identified factors, an algorithm for the formation of competitive strategies of the enterprise in the agro-industrial complex market is proposed, which reflects the stages of information provision, implementation, control and adjustment of the strategy. The effectiveness of such an algorithm lies in the fact that it combines strategic, analytical, tactical and effective components, and ensures high-quality interaction of all processes of strategy formation. It was found that under the conditions of intensifying competition and the challenges of martial law, it is advisable for agricultural enterprises in Ukraine to use strategies of horizontal integration. This will make it possible to achieve undeniable positive effects in the production, sales, investment and innovation spheres. In the conditions of global changes in the agricultural sector, national producers are suggested to use microtrend strategies.