THEORETICAL ASPECTS OF THE PROCESS OF FORMING COMPETITIVE STRATEGIES OF ENTERPRISES IN INTERNATIONAL MARKETS

The article examines the peculiarities of the formation of competitive strategies of Ukrainian manufacturers on international markets. The formation of a competitive strategy is an important stage for every company, as it allows you to face competition and maintain success in the international market. The article proposes to develop a competitive strategy of enterprises on international markets in five successive stages. The first step is to analyze the internal and external environment, where it is necessary to study the current state of the company and the market, including the macro environment and the micro marketing environment (consumers, competitors, suppliers and contact audiences). The second stage involves comparing the company's strengths with the challenges of the external environment. The third stage includes determining the company's place in the market, which helps to navigate in the competitive environment. The fourth stage — choosing and implementing a strategy — is critical for achieving a competitive advantage. Microenvironmental analysis includes the 4P marketing model (product, price, place, promotion) that helps develop an effective marketing strategy. At the fifth stage, the evaluation and control of the strategy is carried out, which allows the company to maintain a leading position in the market and ensure success. Summarizing, the article emphasizes the importance of a thorough analysis of the market and the environment for the effective formation of a competitive strategy of Ukrainian manufacturers on international markets, as well as the constant control and evaluation of strategies to ensure the success of the business entity.