MANAGEMENT OF COMPETITIVE ADVANTAGES OF PRODUCTS IN A CHANGING MARKET ENVIRONMENT

Introduction. The issue of managing competitive advantages of products is becoming increasingly important in a changing market environment. This article explores key aspects of enhancing the competitiveness of tea under the “Lavka Traditsii” brand, which is part of the product portfolio of Silpo-Food LLC. The relevance of the topic is driven by the need for businesses to adapt to modern consumer demands, which are increasingly focused on quality, naturalness, and eco-friendliness of products, as well as the high competition in the Ukrainian tea market.