MANAGEMENT OF THE COMPETITIVENESS OF ENTERPRISE PRODUCTS IN MODERN CONDITIONS

In the modern conditions of the development of market relations, the basis of the effective development and competitiveness of Ukrainian enterprises is the management of the competitiveness of their products. This makes it possible to create strong positions in the domestic and foreign markets. Taking into account all stages of the product life cycle, a correctly chosen product quality management strategy will make it possible to ensure the efficiency of the enterprise's development, its competitiveness, and to achieve an increase in the level of profit at all stages of development. The topicality of the topic is determined by the interest of enterprises in the results of their activities and the need to improve the quality of products or services, which in turn requires the improvement of the work of all services and divisions of the enterprise. The purpose of the article. Study of the essence of the competitiveness of the company's products, classification of its parameters and evaluation methods, determination of factors affecting the competitiveness of products in modern conditions. The methods used in the research process: the work uses the method of analysis, generalization, and deduction. Results of the work: The article examines the essence and features of managing the competitiveness of the company's products, its components and structural elements, as well as an analysis of methods of increasing the competitiveness of products in modern conditions. The main tasks and directions for increasing the competitiveness of the company's products in modern conditions have been established. The reasons and consequences of the decrease in the competitiveness of products at the current stage of the country's economic development are analyzed.