Competitive strategy of the enterprise: essence, approaches and principles of formation

DOI: 10.31673/2415-8089.2022.032934

Abstract

The article explores the concept of "competitive strategy of the enterprise", approaches to the formation of classification features of competitive strategies and the principles of their development. Held analysis content of the concept of "competitive strategy". Approaches to the formation of a classification of competitive strategies according to the main key characteristics identified in the definitions of foreign and Ukrainian scientists have been agreed upon: obtaining a competitive advantage; achieving a competitive position; achievement level of competitiveness. Suggested the concept of "competitive strategy of an enterprise" interpreted as a model of an enterprise's behavior in a particular market, which is a system of planned actions that allows it to provide the necessary sales volumes, profitability, growth rates and competitiveness. Justified the expediency of taking into account the principles in the process of developing a competitive strategy: consistency, balance, adaptability, complexity, transparency, flexibility, manageability, control, innovation, development. Suggested stages of developing a competitive strategy for an enterprise: 1) collecting information about the external and internal environment; 2) structuring information and subsequent analysis of external and internal environments; 3) development of a competitive strategy and selection of strategic alternatives; 4) comparison of the developed strategy with the initial goals and analysis of the chosen strategic alternative; 5) implementation of a competitive strategy through a specific action plan; 6) monitoring the achievement of goals and the implementation of the plan; 7) analysis of the experience gained and the strategy being implemented - accumulation of experience.
Recommendations given for the implementation of a competitive strategy at the enterprise.

Key words: competitive strategy, competitive advantage, market, principles, enterprise.

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