MANAGEMENT OF COMPETITIVENESS OF THE ENTERPRISE IN CONDITIONS OF INSTABILITY

The urgency of the research topic is in the ability to adapt quickly to changes occurring in an unstable external environment, because competitiveness affects not only enterprises but also the industry as a whole. A high level of competitiveness enables to develop new conditions for creation, production and sales of products of the highest quality, which will satisfy the requirements of individual groups of consumers. In the article the essence of the concept of «competitiveness of the enterprise» is considered; the distinction between the terms «instability», «uncertainty» and «instability» is determined; strategic methods of enterprise management are investigated; the main factors determining the emergence of the instability process are described; the factors reflecting the state of competitiveness of the enterprise are researched, as well as measures to improve competitiveness in the conditions of instability.