Methodological Approaches to Assessing the Competitive Potential of Road Transport Enterprises in Conditions of Crisis and Instability

The article examines and provides a comparative analysis of modern methods for assessing and managing the competitive potential of a motor transport enterprise. The existing advantages are identified, and shortcomings that may lead to calculation inaccuracies are outlined. The main requirements for an effective system of enterprise competitiveness assessment are formulated. In today's realities, Ukrainian motor transport enterprises face intense competition both domestically and in foreign markets, which are often saturated with high-quality services and products. Road transport occupies a key position in the country's transport system. The main factors determining the competitiveness level of a motor transport enterprise include the technical and technological level, the qualification level of personnel and management, the quality of products and services, and the presence of an effective marketing and sales strategy. Significant success in the market can only be achieved if the enterprise attains a competitive advantage in the transport services market, based on the most critical success factors. Economic assessment and diagnostics of enterprise competitiveness involve the use of a system of methodological approaches, where differentiation, criteria, and model indicators determine the adequacy of results, taking into account the specifics of the competitive environment. The analysis has shown that among the methods of assessing enterprise competitiveness, the most accurate—under appropriate informational support—is the parametric (indicator-based, criterion-based) group of methodological approaches. An objective competitiveness assessment is carried out using methods where the final calculation involves the computation of an integrated competitiveness index. There are effective methods for determining a company's competitive position considering its strategic potential, which makes it possible to evaluate the rationality of the business entity's strategic positioning within the economic system. Given that a key feature of a company's competitiveness is its dynamic nature, the level of competitive position cannot be regarded as a long-term characteristic of the enterprise's competitive potential. Despite the effectiveness of economic and financial performance, we propose using a matrix (strategic) approach for assessment methods