The Approaches to Defining the Concept of Enterprise Competitiveness and Analysis of Methods of Its Assessment

It has been determined that the management of enterprise competitiveness includes an analysis of specific steps and actions that entrepreneurs take to achieve the next breakthrough in the competition for leadership. Among the characteristics of competitiveness is the necessity of its quantitative assessment; without maintaining a level of competitiveness, its enhancement is subjective. In this regard, it possesses the property of variability (multidimensionality). This category belongs to evaluative ones, which implies the presence of an evaluation subject (the evaluator), an evaluation object (the evaluated), and a purpose (criterion) for assessing competitiveness. The results of the analysis of methodological approaches to understanding the concept of enterprise competitiveness led to the conclusion that enterprise competitiveness is a set of its qualitative and quantitative resource parameters and factors that ensure the production of competitive products under comparable or similar conditions with other enterprises; such products, based on quality and cost indicators, create a mechanism for better financial stability against risks in the market environment. It has been determined that the essence of strategic management of competitiveness lies in the harmonious combination of the following elements: a thorough analysis of the external environment, including consumer expectations, competitor actions, technological trends, and legislative changes; evaluation of one’s own potential (human, technological, financial, innovative); formulation of a competitive strategy, which may be oriented towards cost leadership, product differentiation, or focusing on a specific segment; implementation of strategic measures, including investments in innovation, quality improvement, market expansion, modernization of production, etc.; monitoring and adapting the strategy in response to changes in the environment. It has been determined that the method of integral assessment is an important tool for the modern manager. Its application contributes to increasing the efficiency of enterprise management and ensuring stable development in the context of a dynamic market environment.