MARKETING SUPPORT OF THE ENTERPRISE COMPETITIVENESS MANAGEMENT SYSTEM

Abstract

In the context of an aggravated competitive situation both in domestic and foreign markets, marketing tools for ensuring the competitiveness of an enterprise are becoming increasingly important. With the simultaneous growth of the role of a systematic approach in strategic planning both in the overall activities of the enterprise and its development prospects, and the level of competitiveness of the enterprise and its competitive position in specific markets. The subject of the study is the theoretical and methodological foundations of enterprise competitiveness management. The purpose of the article is to form a system for managing the competitiveness of enterprise on the basis of marketing. Methodology. To achieve the research objective, the following tasks were set and solved: a critical analysis of scientific approaches to the formation of a system for managing the competitiveness of enterprise, substantiation of the theoretical and methodological foundations for the formation of a system for managing the competitiveness of enterprise, clarification of the components of this system, and identification of the types of links between the components of the system for managing the competitiveness of enterprise. The following methods and approaches to research were employed in the study: an abstract and logical approach was used to examine the theoretical and methodological foundations of interaction management; an analysis of theoretical approaches to the formation of the enterprise competitiveness management system was conducted; an inductive and deductive approach (used to determine the factors influencing the formation of the enterprise competitiveness management system) was employed; a systematisation and generalisation approach (to clarify the approaches to the formation of the enterprise competitiveness management system) was also utilised. Results. The article considers processes of formation of the system of enterprise competitiveness management. It characterises and groups approaches to the system of management of competitiveness of an enterprise. The factors of influence on the level of competitiveness of enterprise have been determined. The structure of the system for managing the competitiveness of enterprise is described. Practical implications. The suggested integrated approach will help to clarify the role and functional links between the components of the enterprise competitiveness management system, taking into account the influence of factors of the marketing environment of enterprise and the marketing tools for assessing and improving the competitiveness of enterprise. Value/Originality. The proposed integrated approach to the formation of a system for managing the competitiveness of enterprise on the basis of marketing, unlike the existing ones, recognises the key role of competitiveness of enterprise products in assessing the competitiveness of enterprise, allocates the subject and object of competitiveness management, is based on the levels of strategic planning, takes into account the influence of factors of the marketing environment of enterprise and reveals the marketing tools for assessing and managing the competitiveness of enterprise.